Throughout the whole of the US, sports jersey culture is massive – regardless of people’s favorite sport or team. Fans don’t wear jerseys simply to show support for their teams; they wear them as part of everyday fashion, to feel part of a community, or even collect them as a hobby.
Because they often mean so much to so many people, we decided to conduct a survey of 2,000 sports fans to find out their views on sports jerseys. By asking everything from how old they were when they got their first jersey and which teams they buy them from, to how much they’re willing to pay for a jersey and whether they would consider wearing one from a rival team, we’ve uncovered some of the hidden truths involved in US sports jersey culture.
Here’s what we learned from the fans:
How much are fans willing to spend on a sports jersey?
So how much do fans really want to spend on their favorite sports jerseys?
Some states would actually choose to spend more, however, as sports fans in Idaho are willing to pay as much as $170 on their jerseys. And some states would rather spend less, as fans in New Hampshire choose not to pay more than $42.64.
Age also appears to affect how much fans will spend on their sports jerseys, as younger supporters seem more willing to pay higher prices. People aged 21-24 will spend the most on average on their sports jerseys ($120.71), whereas people over 65 seem less willing to spend larger sums ($62.19).
The money people are willing to pay also seems to differ by gender, as, on average, men in the US seem more likely to pay higher prices for their sports jerseys ($106.66) than women ($83.69).
When jersey prices get to a certain point, we can also see that fans might change their purchasing habits. Over two fifths of respondents (42%) said that the prices of official sports jerseys have led them to wait for a sale instead of paying the regular rate. The full cost has even deterred fans so much that 25% have previously not bought a jersey at all!
Which states have the biggest jersey collection?
As mentioned above, some fans don’t buy jerseys to wear them, but instead, they build a collection. So which states have the largest sports jersey collections?
Looking at states more specifically, however, we can see that fans in Iowa own the most sports jerseys on average (5.10). This is then followed by sports fans in Tennessee (4.50), Connecticut (4.17), Virginia (4.16), and South Dakota (4.07) as the states owning the second-, third-, fourth-, and fifth-most jerseys on average.
Again, age also appears to affect the number of sports jerseys that fans own throughout the US. People aged 21-24 seemingly own the most (averaging 4.6 jerseys per person) compared to older generations, where over 65s look to own the fewest (averaging 1.95 jerseys per person).
As we all know, jerseys are a popular item across different sports. Whether it’s football, basketball, baseball, hockey, or even soccer, each has huge fanbases keen to get a hold of one for themselves. But which sport has fans buying their jersey the most?
Our survey revealed that nearly half of all Americans (47%) own an NFL jersey, dwarfing the numbers for other sports. NBA jerseys then appeared to be the second-most popular in America (29%), and MLB jerseys seem to be the third-most popular for US sports fans (21%).
Different generations appear to own varying amounts of jerseys from certain sports and leagues, though. For example, more people from Gen Z (21-24) own WNBA jerseys (15%) than any other age group, seemingly showing how the sport is more popular among younger generations.
What is the lifecycle of a sports jersey?
The lifecycle of a jersey is very dependent on what fans are buying it for and the kind of jersey they get. With many factors in play, it’s best to understand why people get their jerseys first:
Why do people buy sports jerseys?
When asking fans why they buy jerseys, more than half of respondents (53%) said they bought jerseys to support their team. Though this was the general feeling among fans, the answer was very different depending on what generation they were from.
Large portions of younger generations (21-24) said they bought their jerseys for fashion and style (42%) or to support a specific player (28%), whereas older generations were quite the opposite. Just 9% of over 65s would buy a jersey for fashion, and as little as 17% of over 65s bought them to support a specific player.
These aren’t the only reasons why sports lovers buy jerseys, though. More than a fifth of fans (22%) buy jerseys for either memorabilia or to remember a good season. This goes to show how jerseys can mean completely different things to people across the US, meaning their lifespan can vary.
When did fans get their first jersey?
Though fans across America got their first jersey at many different ages, nearly three in five people (59%) received their first jersey as a child. At the opposite end of the spectrum, just 19% got their first one as an adult.
This gives a potential reason as to why jersey culture is so embedded into American society. With most fans receiving their first when they were young, they were almost raised with jerseys, making them hold significant sentimental and cultural value.
Older generations (65+) tended to receive jerseys later in life, with 22% stating they got their first one after the age of 20. Though the reason can’t be known for sure, it could be due to teams in the modern day being more of a brand, and therefore more fashionable and popular to have from a younger age.
When is too old to wear a player’s name?
Though getting a sports jersey with a player’s name on the back is popular, some people are of the belief that you can become ‘too old’ to wear one.
That said, the common consensus is that you’re never actually too old to wear a sports jersey with a player name on it, with almost three-quarters of respondents saying this (74%).
Aside from player names, though, two in three fans think putting your own name on a jersey is normal and completely acceptable.
The unwritten rules of wearing a sports jersey
Though wearing a sports jersey is incredibly popular, to ‘non-fans’ it may seem simplistic and easy. However, this doesn’t mean that there aren’t plenty of unwritten rules and lines that you can’t cross.
Certain fans of NFL teams are absolutely against wearing rival teams’ jerseys, as, for example, 84% of Vikings fans believe it’s never okay to wear a Packers jersey. Fans of other NFL teams are more accepting, though, with just 50% of Colts fans saying they are against wearing a rival team’s jersey.
When a player leaves a team, fans are split on wearing a jersey with their name on it. While 60% of fans think it’s still alright, there is a sizeable 40% who disagree. In the case of players like LeBron James moving from the Los Angeles Lakers to the Philadelphia 76ers, you would imagine many people would continue to wear the jersey. With players like LeBron being even bigger than the teams and potentially the NBA itself, it wouldn’t be a surprise.
It’s also highly popular to wear retired players’ jerseys, with 85% encouraging fans to do this. We may not be able to pinpoint exactly why this is the case, but it could be because there is less reason to hold grudges against players once they are no longer featuring for rival teams.
As we discussed earlier, official sports jersey prices can deter fans from buying the real thing. Instead, some sports fans resort to buying knockoff jerseys as a cheaper alternative, with 14% claiming this is completely acceptable. Though that may be the case, over half (57%) of fans believe buying knockoff or counterfeit jerseys is never okay, meaning people may face some opposition or criticism if they go down that route.
Though some may question or protest the idea, 65% of respondents believe it’s completely acceptable to wear sports jerseys purely for fashion, representing a huge reason behind jersey sales in the present day.
The hidden truths behind US sports jersey culture
So, the fans have had their say, and we’ve discovered some of the secrets hidden within American sports jersey culture.
From the unwritten rules of not wearing rival team jerseys to the prices that US sports fans will and won’t pay, you’re hopefully more aware of the ins and outs of sports jersey culture in America and how attitudes may change depending on age, gender, and state!
Buying sports jerseys isn’t the only way to support or feel closer to your favorite sports teams, though. If you want to stay caught up with the latest news, promotions, and updates, check out the Hard Rock Bet News page, or alternatively have a look through the Hard Rock Bet Sportsbook if you want to view odds on upcoming games.
Methodology
We surveyed 2,000 American sports fans aged 21+ between September 3rd and September 8th, 2026, to understand their attitudes toward sports jerseys.
The survey explored when respondents bought their first sports jersey, what would make them consider buying a new jersey, how much they would be willing to spend, and how acceptable they consider it to wear a rival team’s jersey.
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