Legends Global unveils the Goosebumps Effect

This sense of connection is even more striking in challenging climates. In Sweden, just 22% of people feel a strong sense of togetherness in today’s society yet 89% believe live experiences drive social cohesion, while just 6% believe that traditional institutions are able to create the same sense of connection. This is the power of live experiences in action.

The 2026 SVB LIVE Conference & Exhibition – with a focus on elevating the live experience – is being hosted at Everton’s new Hill Dickinson Stadium on October 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s Anfield stadium on September 30th. Gareth Lloyd, Business Development Director, Olympia Events, a Legends Global company, features on the stellar speaker lineup.

Kristofer Åkesson, Marketing Communications Director Northern Europe, Legends Global, said:

“We want to shine a light on how live experiences can strengthen our societies. Research shows that The Goosebumps Effect generates happier, healthier and more resilient societies. In places like Sweden, where traditional structures are seen as less effective in creating connection, live experiences are proving uniquely powerful in bringing people together. Those shared, emotional moments foster a real sense of belonging and act as a catalyst for stronger, more connected societies – proving that live experiences are more important than ever.”

Live experiences also stand apart in their ability to bring people together across boundaries. A huge 95% of respondents believe these moments create connection between people from different cultural backgrounds. What’s more, live entertainment experiences rank as the no.1 setting for connection between strangers – ahead of national celebrations, political gatherings, and even shared crises. In Spain, this resonates even more strongly, with respondents reporting the strongest sense of connection with people they don’t know.

Nuno Moura, Managing Director Iberia, Legends Global comments:

“The event is no longer the product and in Iberia, that shift is happening faster than most realise. In markets built on emotion and shared moments like Spain and Portugal, fans aren’t buying tickets, they’re investing in experiences that create connection, emotion and lasting memory. Yet most venues are still designed for attendance, not experience. That gap is where the future will be won. Those who partner with Legends Global gain the scale, expertise and network to transform moments into world-class experiences, and consistently outperform expectations.”

The emotional impact of these shared moments is just as powerful, with more than half of respondents (58%) saying that their most euphoric experiences have taken place at live music and sporting events, far surpassing other major collective occasions. For many, these moments offer escape, with three in four saying that attending a live event is similar to that feel-good holiday feeling.

The research also highlights how different audiences experience connection through live events. Nearly two thirds of men (63%) say they feel their strongest connection to strangers at live sports, while women cite concerts as the setting where that connection occurs. In Sweden, 78% say they have shared powerful live moments across generations, demonstrating the role events play in bridging age and social divides.

Critically, the value placed on ‘live’ remains strong, even in challenging economic times. Despite an ongoing cost of living crisis, 83% of people say that they continue to invest in live experiences, and one in four would prioritise these moments over other expenses. And it’s looking bright for the industry, with Gen Z expressing the strongest belief in the goosebumps effect and the importance of prioritising live events, pointing to a future where connection is increasingly built through real-life, shared experiences.

This report reinforces live experiences as more than cultural moments – and as spaces where strangers become communities, and where people leave more hopeful than when they arrived.

For more information, please visit www.thegoosebumpseffect.com 

*ABOUT THE GOOSEBUMPS EFFECT
At Legends Global we are passionate about understanding how the power of live experiences can create more hopeful and connected societies. In 2025, our Swedish team met with some of the most prominent researchers in the field to gather existing academic learnings and proof points behind what we call The Goosebumps Effect. The full report that contains a research overview and interviews with experts in the field can be read in Swedish here.

Based on this research we wanted to learn more about the current state of The Goosebumps Effect in today’s society. This is why we created The Goosebumps Barometer, with new data from our key European markets: the UK, Sweden, Spain and Portugal.

ABOUT LEGENDS GLOBAL
Legends Global is the premier partner to the world’s greatest live events, venues and brands.  We deliver a fully integrated solution of premium services, including feasibility and consulting, project management, sales, partnerships, venue management, hospitality, merchandise and content and booking. Our white-label approach ensures our partners remain front and centre while we harness the power of our global network – including over 450 venues, 20,000 events, and 165 million guests annually – to enhance their business and guest experience. To learn more, visit: www.LegendsGlobal.com

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