Disrupted and transformed by evolving consumption, influx of younger fans and increasing role of technology, the professional sports industry generated healthy growth in 2024 both in terms of event attendance and social media following. Companies and brands investing in sports are increasingly seeking smarter, deeper, more holistic partnerships, often involving activations in growth segments, such as women’s sports or esports.
This report comes in PPT.
The professional sports industry is increasingly challenged, influenced by an emerging young generation of fans on the one side, and rapid technological progress on the other. In the face of these overwhelming forces (and opportunities), remaining authentic is crucial.
Global demand for professional sports events is growing, accompanied by increasing ticket prices. Major US leagues and European football remain the most desired sporting spectacles, together with local giants, such as IPL, NPB or AFL. Asian competitions and women’s sports are at the forefront of the growth.
Football retains the title of being “the world’s game” with unparalleled global digital following across leagues, teams and, especially, athletes. Instagram and TikTok are primary fan engagement channels thanks to their and focus on easily-digestible content and monetisation options.
An increasingly globalised sponsorship landscape is also defined by evolving activation strategies where simply displaying a logo is not enough. Tech sponsorships are becoming more prominent as they allow access to advanced tools and solutions for sports properties.
The modern sports fan is increasingly looking for personalised, interactive and immersive experiences, forcing sports properties to innovate in the fields of fan engagement and broadcasting. Analysing and understanding the needs and preferences of fans thus becomes a principal task for any sports organisation.
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