Sports industry: Bouncing back

Global Sports Survey (7th Edition)

6.5%

global growth predicted next 3-5 years
83%

of executives believe that institutional investment will continue to grow in the next 3-5 years
71%

of experts expect women’s sports revenues to grow by more than 15% in the next 3 to 5 years
39%

of sports executives reported prioritising a balanced approach to Environmental, Social and Governance

This year’s Global Sports Survey was completed by over 500 sports leaders from across 43 countries. The focus of this edition was on the current state and future direction of the sports industry, sports investment, women’s sports, commercial and media landscape, sustainability in sports, Web3 in sports and smart stadia.

The survey data shows that the sports industry is bouncing back from the COVID-19 pandemic and that there is a growing optimism and confidence within the industry. Despite the current global macroeconomic headwinds, the outlook for sports organisations appears positive. Growth estimates have returned to pre-pandemic levels across all major revenue streams and there is excitement at the trajectory of women’s sport, the widening participation of big tech and the growing levels of institutional investors within the industry.

In addition, the survey findings indicate an increasing prominence of sustainability on sport’s strategic agendas, a growing, albeit cautious focus on Web3 and the continued, smart stadia-led developments in enhanced fan experience.

Overall, this report highlights some of the main opportunities and challenges currently facing sports executives as the sports industry continues to evolve.