Sports industry investment to grow in the next 3-5 years

PwC’s recent Global Sports Survey analyses the market forces most likely to transform the sports sector over the next 3 to 5 years, we’ve summarised some key findings below.

Rising valuations

The value of sports clubs, franchises and federations is predicted to increase 6.6% over the next 3 to 5 years. Demand is being driven by the scarcity of assets, a strong media rights market and increasing demand from investors. Secondary rights can play a key part in this value, whether it be archive footage, digital highlights or news access, by remaining non-exclusive they can provide greater value from sponsorship opportunities, allowing federations and brands to reach new fans.

The continual rise of women’s sport

With the continued positive engagement from fans and brands towards women’s sport, it is no surprise that 70% of respondents believe women’s sport revenues will grow by more than 15% in the next 3 to 5 years. However, 50% of respondents indicated that greater media coverage is the most impactful driver of growth. A collective effort from all stakeholders needs to happen to drive the visibility of women’s sports and its female athletes, placing them at the heart of global media coverage throughout the year.

Prioritising Environmental, Social and Governance (ESG) policies

Nearly 40% of respondents reported prioritising a balanced approach to ESG by looking at more embedded approaches within an organisation’s strategy while moving away from less ad-hoc initiatives. Fans are increasingly looking for sports organisations to champion societal issues they believe in. Content created around these issues should reflect brands’ and sports organisations’ true values, whilst remaining relevant to their fans and audiences A priority should also be placed on content distribution strategies across multiple platforms, to ensure that fan engagement is on the platforms and devices they spend their time on.

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Our services help to increase awareness and place the sport and its athletes at the heart of the global sports conversation, whilst building a long-lasting narrative and highlighting key stakeholder messages.



PwC. Global Sports Survey 2023