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It’s not just more fans. It’s how venues are capturing demand — and turning more buying moments into revenue.

Access, frequency, and measurable moments — not just higher prices — are driving growth. Every year, we analyze transaction-level data across 100,000+ live events to understand what’s actually happening on site — what fans are buying, when they’re buying, and how operational decisions shape revenue.

VIP Guests Shouldn’t Be in LinesHow premium merch is becoming hospitality, not a transactionVIP guests don’t want to think about logistics.They want the night to feel uninterrupted — effortless — like everything just works.One of the clearest patterns we saw across venues this year wasn’t about pricing or product.It was about time.

When a stadium becomes a concert venue for one night, everything changes.Operations that normally run smoothly for a sporting event suddenly need to scale to touring demand. Merchandise teams must move inventory across dozens of locations. Lines surge in waves. Fans arrive all at once. And there is only one opportunity to get it right.

As 2025 wraps up and before our full Industry Year in Reviews drop in January, we're sharing an early look at the questions we’ve been digging into across artists, venues, sports, and festivals — and the patterns that showed up most consistently.

Fairs, rodeos, and festivals are rolling out sponsor‑funded discounts (e.g., $5 off $30+) right at checkout. Fans feel the win, sponsors get measurable credit, and you keep margins intact — all tracked and settled automatically in atVenu.

Promotions and discounts are the most reliable sponsorship lever this year.</strong> Fans respond to tangible value at the point of purchase—especially on food and merch. One-time $-off promotions (at or above meaningful thresholds) and simple, reusable food discounts are driving incremental spend and repeat visits.

The first half of 2025 showed one clear theme: fans are still showing up ready to spend—and venues that make it easy to buy are capturing more revenue than ever.

When it comes to sponsor activations, the days of banners and logos alone are behind us. Today’s most effective sponsorships are baked directly into the fan experience — seamlessly integrated into the way fans buy, redeem, and engage. And one of the most powerful tools to make that happen? QR code promotions tied directly to your point of sale.

As fall approaches, we’re excited to share a first look at fan spending at concerts, focusing on merchandise, food, and drink sales. By breaking down spending by genre and attendance, we’re revealing the top trends of 2025 so far. Let’s dive in!

Discover how mobile ordering increases merch sales by up to 25%, reduces lines, and improves fan experience at arenas and stadiums

As the 2025 season begins, we’re analyzing what has changed—and what hasn’t—regarding fan spending on food and drinks. Here's what early figures reveal across festivals, fairs, and other live events. We will break it down by the most frequently asked questions, so let's get started:

Stop leaving money on the table. atVenu’s Ship to Home feature helps festivals and fairs reduce upfront merch risk, keep fans happy, and capture revenue even after popular items sell out. With Ship to Home, fans keep buying even after on-site stock runs out. Festivals avoid overproducing, minimize waste, and guarantee every order is tied back to event revenue.

Looking for the best event POS system? atVenu is the all-in-one platform trusted by 125,000+ events for fast transactions, real-time insights, mobile ordering, and more.

Sponsorship in live events is evolving. It’s no longer enough to simply display a logo on a concourse banner or scoreboard. Sponsors expect measurable engagement and clear returns on their investment—and venues are responding by weaving sponsor activations directly into the fan experience and the point of sale.

A true festival point-of-sale system has to do more than take payments. It has to keep lines moving during peak rushes, handle intermittent connectivity without stopping sales, support merchandise and food at the same time, and give operators a clear view of what’s happening across the entire event while it’s still happening.