What is the single greatest sport to watch live? That was the challenging question posed to sports business columnist Ed Warner, sparking a reflection on the unmatched value of shared experiences and a timely reminder for festive gift-givers.
The Unbeatable Gift of Shared Experience
The debate over the "best sport" is subjective, but the power of gifting an experience is scientifically sound. Research by Cindy Chan and Cassie Mogilner shows that experiential gifts foster deeper relationship improvements than material objects, thanks to the intense emotions they evoke when enjoyed. This dopamine effect has a long half-life, making it a perfect present for anyone, from older relatives to experience-hungry Gen Z.
As Warner argues, when finalising your Christmas shopping list, tickets to an event should be a top priority. The shared memory of "being there" offers lasting value far beyond a wrapped box. His advice is simple: start them young and consider joining them as part of the gift.
Beyond the Olympics: Finding Sport's True Essence
While the Olympic and Paralympic Games provide breathtaking memories—from the thrill of slalom canoe to the mesmerising focus of archery—they present sports with lavish production values. Warner suggests a sport's intrinsic quality might be better judged in a more modest setting, without the fireworks and huge crowds.
He notes that even major, well-funded sports don't always deliver, and the gap between a sport's best and worst spectacle can be vast. For him, rugby and cricket offer the widest "enjoyment stretch", with cricket potentially winning due to the added variable of weather interruptions.
Your 2026 Sporting Calendar: From Birmingham to Wembley
Looking ahead, the UK will host a series of world-class events in 2026, providing perfect gifting opportunities. The headline acts include the European Athletics Championships in Birmingham, the ICC Women’s T20 World Cup, and the Commonwealth Games. Tickets for many sessions across these events remain available.
For a more quirky but potentially rewarding day out, Warner highlights all the 3x3 basketball and wheelchair basketball medal games in a single session on 29 July 2026 at the Commonwealth Games in Glasgow.
Furthermore, a major global championship is coming to the capital: the World Team Table Tennis Championships are set for Wembley in May 2026. Although tickets are not yet on sale, an IOU promise could inspire a young ping pong fan. Warner assures readers that elite table tennis live is an exhilarating spectacle.
For those on a tighter budget, he recommends seeking out national championships for Britain's Olympic sports, where you can see future stars up close for a fraction of the price.
A Nod to the Local Game
If football is your passion, Warner advises against dragging a youngster across counties to a heritage Premier League match. Instead, teach them the value of supporting their local lower-league or non-league side. The physically closer connection to the action offers a unique and authentic enjoyment. To make digital tickets feel more like a tangible present, he suggests adding a club bobble hat and scarf.
In the end, the columnist concludes that gifting tickets offers the best of both worlds: the joy of giving and the pleasure of receiving a shared memory. His final piece of advice? Just make sure you buy a ticket for yourself too.
Ed Warner is the chair of GB Wheelchair Rugby and writes on sport at sportinc.substack.com.
