The sports industry in 2022 continues to demonstrate post-pandemic resilience, driving commercial performance by forging novel deals with emerging brands and companies and striving to maximise stadium revenues. Fan growth remains a universal goal and is manifested through greater investment in women’s sports and initiatives focused on younger consumers.
This report comes in PPT.
From the live experience to social media, sports properties are optimising strategies in order to appeal to younger fan segments. This manifests in a number of ways, from redeveloping venues to be more connected to investing more in emerging social platforms such as TikTok.
As the popularity of gaming continues to soar in virtual worlds such as Fortnite and Roblox, the sports industry is looking to catalyse a wider shift into the metaverse and capture partnership revenue along the way. This manifests in a number of ways, from creating digital replicas of real venues, to hosting watch-alongs in virtual spaces where fan communities can congregate.
Brands continue to invest heavily in sports, with emerging sectors such as cryptocurrency exchanges quickly growing a sizable sports marketing footprint. However, amidst this confidence, regulatory pressures, hyperinflation and a wider tech slowdown is tempering optimism.
Traditional sports are seeing disruption in the form of emerging challengers. YouTube stars are increasingly gaining attention by hosting exhibition boxing matches, an emerging golf tour (LIV Golf) threatens the hegemony of the PGA Tour and esports soaks up attention that might have otherwise gone to traditional sports. This fragmentation will have major implications on the industry looking forward.
The popularity of sports content continues to drive competition across the broadcasting landscape and sees big tech implementing sports content as a key pillar in user growth strategies.
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