Women’s Sportswear: The Big Winner of Paris 2024 Olympics?
3 Jul 24For the first time ever, the Paris 2024 Olympic Games will feature an equal number of female and male athletes, which is expected to increase fan interest and opportunities for women and girls to participate in sports. In recent years, women’s professional sports fandom and women’s participation in athletics have been on the rise, leading to opportunities for sportswear brands to appeal to women’s sports fans and female athletes alike through sponsorships, product launches and event activations.
Suzi Gardner
Sports Trends to Watch in 2024
22 Jan 24The professional sports industry will continue to face widescale disruption in 2024. Sports properties will be busy trying to retain existing and to capture new audiences by enriching their entertainment offer. Progress in AI will give an edge to those that manage to adopt AI-driven solutions in their everyday activities.
Justas Gedvilas
Why Brands are Seeing Value in Women's Football Sponsorship
17 Jul 23With the 2023 FIFA Women's World Cup kicking off on 20 July, there is a lot of buzz about the current and future advancements in women’s football. Attendance and fan engagement continue to increase, and sponsors are taking notice of the opportunities this provides them.
Euromonitor International
Top Three Traits of a Successful Sports City
5 Dec 22Cities are increasingly leveraging sports to demonstrate socioeconomic power on the world stage. Yet becoming a global powerhouse for professional sports is easier said than done. It requires an all-encompassing approach which considers structural, cultural and socioeconomic aspects such as ample investment in infrastructure, a robust domestic sports environment and a sizeable population.
Euromonitor International
FIFA World Cup Qatar 2022: Measuring Impact and Performance
16 Nov 22Measuring the impact of any major sports event brings with it a series of challenges. However, the uniqueness of the 2022 World Cup Qatar adds new layers of complexity to assessing the commercial performance of the tournament.
Rabia Yasmeen
Future of Soccer in the US: Is MLS Poised to Challenge the Established Giants?
5 Oct 22The top four sports leagues in the US have been cemented for decades; with the NFL, NBA, MLB and NHL dominating public awareness and brand sponsorship. The strength of these leagues seemingly left little room for challengers; yet, year on year, Euromonitor’s League Index indicates an ever-growing threat to this established hegemony, in the shape of MLS.
Euromonitor International
Fan Engagement and Sponsorship in the Metaverse
24 Aug 22As the creation of the metaverse quickly became a macro-goal for many tech giants, the sports industry immediately sought to understand what commercial opportunities virtual worlds might bring.
Euromonitor International
Key Commercial Trends in Football Through the Lens of the Champions League Final
18 May 22Through the lens of the Champions League final, we summarise some of the key questions that have emerged during this football season. From where to find future sponsors, how to leverage digital footprint for wider reach and secure deeper relationships with global audiences, to how the women’s game is evolving as the sports industry recovers from the global pandemic.
Egle Tekutyte
How Consumer Trends are Establishing Ethical Goalposts in Sports Sponsorship
11 Apr 22How can sports sponsorship strategies work in conjunction with corporate social responsibility goals?
Euromonitor International
Hospitality - Front and Centre
4 Apr 22The hospitality sector is being transformed as a result of the global pandemic, with consumers expecting heightened cleanliness and safety measures, purpose-driven services and products, bespoke experiences and more responsible business operations supportive of social and environmental causes.
Nadejda Popova
Risk Against Reward: How Crypto Emerged as a Key Sponsorship Category in Sports
15 Mar 22Across the world’s top-flight competitions, between 2020 and 2021 the number of crypto deals has grown from 14 to 150 – a staggering 971% y-o-y growth. This is a testimony of both crypto players’ eagerness to leverage Sport's unique positioning across demographic and geographic segments, but also sport properties’ hunger for partnering with an industry that can bring high volume of revenue as well as disrupting innovation to their business.
Euromonitor International
Three Things Brands Can Learn From The NFL
10 Feb 22The National Football League (NFL) consistently outperforms competitor leagues in Euromonitor’s Global League Index. This feat is all the more impressive given the league relies heavily on the US market while top football/soccer leagues can tap into global audiences. So how is the NFL attempting to be more competitive on the world stage and what can brands learn from its strategy?
Euromonitor International
Millennials and Gen Z: A Challenge for Tennis Viewership?
17 Jan 22It is no secret that tennis is an ageing sport. Some studies have pointed out that the median age of WTA and ATP viewers is late 50s, and rising. Engaging with younger fans will be paramount in maintaining viewership, especially since millennials and gen Z will account for 41% of the world’s population by 2030.
Euromonitor International
Sports Trends to Watch in 2022
11 Jan 22Industry experts Alan Rownan and Justas Gedvilas explore key trends ranging from mega-events to emerging sponsorship opportunities in esports, examining how they will impact the commercial landscape of sports and entertainment in 2022 and beyond.
Justas Gedvilas
Global League and Club Indices: Measuring Performance and Resilience
21 Dec 21In Euromonitor International’s 2021 Global League and Club Indices, European football teams continue to dominate global sports, with Manchester United leading. NFL and NBA franchises, notably Dallas Cowboys and Los Angeles Lakers, outperformed competitors commercially in North America. Despite standout performances from these teams, sports properties face growing pressure to retain and win sponsors as companies tighten marketing budgets and how they measure return on investment.
Egle Tekutyte
How Golf is Evolving to Win New Fans and Revenues
30 Sep 21Traditional sports such as golf are facing a dilemma of sustainability. Shifts in sports consumption, increased competition with the rise of challenger sports, and a younger fan demographic that is more likely to pick gaming over golfing and TikTok over television, reinforce the business case for adopting a new attitude by the sports’ organising bodies. Guaranteeing future relevance in a highly saturated media landscape that continues to fragment is easier said than done, but there are underlying strategic pillars that are being adhered to by golf’s governing bodies.
Euromonitor International
What Euromonitor’s League Index Tells us about the NFL’s Post-Pandemic Performance
16 Sep 21Euromonitor International’s League and Club (including franchises) indices employ a broad range of key performance indicators to provide understanding of how leagues and clubs compare in terms of commercial attractiveness for investors and sponsors. These cover key areas such as engagement and exposure, legacy and heritage, and broader macroeconomic and social indicators. In the latest edition a dedicated COVID-19 impact metric has been introduced in order to gauge the damage suffered due to schedule disruption and attending restrictions.
Justas Gedvilas
Sports Predictions for 2021
8 Feb 21Join Alan Rownan, Industry Manager for Sports and Entertainment and Justas Gedvilas, Research Manager for Sports and Entertainment as they look back at 2020 and give some predictions for the industry in the new year. Initial predictions for the…
Justas Gedvilas