Evolution of Fan Experience in FIFA World Cup Stadiums: Evidence from Google Reviews (2018–2026)

Abstract

The global sports market continues to expand, driven by increasing fan engagement and digital transformation. Mega-events such as the FIFA World Cup attract billions of viewers worldwide, with more than five billion people engaged during the FIFA World Cup Qatar 2022. As stadiums evolve into complex service environments, understanding fan experience has become increasingly important. This study adopts a big data approach to analyze fan experience using Google Maps reviews collected from World Cup stadiums associated with the 2018, 2022, and 2026 tournaments. A total of 19,244 online reviews were analyzed using text preprocessing, frequency analysis, semantic network analysis, and CONCOR (CONvergence of CORrelations) clustering. The results identify four major experience dimensions which are overall experience and satisfaction, service quality and operations, facilities and accessibility, and event and fan engagement. The findings reveal a clear evolution in fan experience. In 2018, evaluations were primarily centered on emotional and event-related aspects. In 2022, the focus expanded to include infrastructure and accessibility. By 2026, fan experience reflects a more integrated perspective combining emotional, operational, and service-related factors. These findings suggest that modern stadium experience is shaped by both experiential and functional elements. Service-related factors such as seating, cleanliness, food services, and crowd management have become critical determinants of overall satisfaction. The study provides practical insights for stadium operators and event organizers seeking to enhance fan experience in future mega-events.