Chart of the Week #43: The Epidemic of Loneliness and the Role of Sports

Isolation and loneliness have reached crisis levels across the U.S.,?impacting physical and mental health nationwide. In May 2023, the U.S. Surgeon General issued a report emphasizing the importance of meaningful, face-to-face connections that are vital to personal well-being and, ultimately, the country’s public health.

The chart below (“Where to Meet People” Queries in the U.S.) holds some fascinating insight on the human need for connection based on the volume of search queries across the U.S. on a simple search item. Social media’s introduction around 2008, and the proliferation of technology and resulting digital connectivity, likely increased humans’ sense of connection with one another. Despite this, the emergence of social media still brought about a slight increase in the proxy search query. That increase remained relatively stable within a narrow band for over a decade.?However, since COVID, there has been a rapid and dramatic increase in our proxy search query. The isolating impact of COVID is enduring, with queries currently at an all-time high. Humans are searching for greater in-person connection in a world characterized by isolation, uncertainty, divisiveness, and fear.

As investors in professional sports franchises, we understand the importance of this search for human connection. According to Activate Consulting 's 2025 Tech and Media Outlook, the top reason (~40%) for attending a sports game is a desire for social connection. Per friend of the firm?Aidan O’Connor :?

Sports fandom can mitigate personal loneliness and cultural polarization, without requiring significant behavioral changes. It warms strangers, strengthens acquaintances and engages entire communities in conversation. This phenomenon transcends languages, cultures, generations, income brackets and locations at-scale.

Sports bring people together. Sports are tribal, shared, communal, meaningful. Entire communities come together to support their teams, creating shared traditions and lasting bonds, irrespective of geographies, cultural and political differences, gender and racial differences.

We believe the underlying financial attractiveness of sports leagues and franchises can ultimately be traced back to human connection: attending games in-person, watching games with friends and family, or even simply discussing the weekend’s games with colleagues on Monday morning. Sports continue?to be the greatest aggregator of audiences for media, a durable live entertainment product, and - in our opinion - a leading community builder.?