The sports industry continues its post-pandemic recovery in 2024, with strong attendances and significant commercial activity, especially with brands from emerging industries. Fan engagement and exposure growth remain the main goals in the industry, while the main challenge is increasingly attracting and retaining the attention of younger consumers.
This report comes in PPT.
More sports properties are turning to blended forms of sport and entertainment to spur fan engagement. To reach out to the youngest generations, this usually involves boosting the digital presence in both the videogaming and social media areas. However, older and more traditional fans are also increasingly seeing enhanced venue capabilities for a year-round experience, rather than matchday-only engagement.
Sport organisations continue to expand their efforts to leverage technological advances to their benefit (both on and off the pitch), improving working methods but also fan outreach and engagement through tailored and advanced content. However, as with other fields disrupted by tech and AI, authentic forms of communication with fans will become paramount to maintain close relationships between sports properties and their fans.
In recent years, most sport stakeholders have been reflecting broader sustainability and inclusivity concerns in their mid-to-long-term growth strategies. These key topics are at the centre of top-flight events taking place in 2024, such as Euro 2024 and the Olympic Games, which are seen as important occasions to showcase how sports can be at the front of social stances and sustainability issues.
More over-the-top (OTT) streaming services are entering live sports broadcasting and securing the broadcasting rights for top competitions across several geographies. The increased competition for traditional broadcasters in the broadcast rights space will continue to drive up the value of broadcasting deals, potentially impacting the affordability of live sports broadcasting for consumers.
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