Growth Remains Strong, But the Model Is Changing
The global sports industry is set for continued growth over the next three to five years, but the path to that growth is changing, according to the ninth edition of PwC’s Global Sports Survey.
The report, titled Sports Industry: Blazing a New Trail, points to a market that remains confident but is having to adapt to slower growth in media rights, changing fan behaviour, rising expectations around women’s sport, and a sharper focus on integrity and governance.
PwC’s survey of 517 senior sports executives across 48 countries forecasts annual industry growth of 7.4 per cent over the next three to five years, marginally up on last year’s expectation of 7.3 per cent. Team and franchise valuations are expected to grow by 7.9 per cent, up from 7.0 per cent last year.
Media Rights No Longer Carrying the Full Load
That optimism comes with a note of caution. Media rights, long the central pillar of sport’s commercial model, are expected to see slower growth, particularly outside premium properties.
The report suggests that this will place greater importance on sponsorship, ticketing, hospitality, merchandising and direct fan relationships.
Sponsorship remains the second biggest revenue driver for sport, while ticketing and hospitality are expected to accelerate as teams and venues look to increase yield through improved matchday experiences and stadium investment.
Revenue Diversification Becomes the Watchword
The growing importance of revenue diversification is one of the strongest messages from the report.
Nearly four out of five executives, 78 per cent, expect investors to prioritise sports assets with a broader range of monetisation opportunities beyond traditional media rights.
That creates an interesting opportunity for rights holders in Ireland and elsewhere. Clubs, leagues, federations and events that can demonstrate commercial strength across sponsorship, participation, membership, events, content, merchandise, data and venue usage will be better placed to attract external investment and build long-term resilience.
PwC notes that sports rights owners remain the most attractive area for institutional investment, with 38 per cent of executives identifying teams, clubs, leagues, competition organisers and federations as the most interesting opportunity. But there is growing interest in adjacencies, particularly sports technology, gaming and fan data.
Tradition Still Matters to Fans
The report also highlights a tension between what investors may want and what fans still prefer.
Fifty-five per cent of executives expect capital to favour emerging or breakaway sports models, but 63 per cent of fans still prefer established leagues and traditional structures.
That has relevance across the Irish sporting landscape, where tradition remains a powerful asset, but new formats, shorter competitions, social-first content, and athlete-led storytelling are increasingly important for attracting younger audiences.
Women’s Sport Moves from Breakout to Build-Out
PwC reports that 91 per cent of executives expect double-digit revenue growth in women’s sport over the next three to five years, with the overall expected growth rate at 25 per cent.
The survey suggests that women’s sport is moving from breakout momentum into a more sustained build-out phase, with rising media interest, stronger sponsorship portfolios, and growing appeal at major events. At the same time, the report makes it clear that there are no shortcuts.
More mainstream media coverage, easier access to games and content, consistent coverage beyond major events, stronger social media presence and better live experiences are all seen as important drivers of further engagement.
Access Before Paywalls
The fan survey adds an important commercial reality.
While 56 per cent of fans are willing, in some form, to pay for women’s sports content and events, nearly half remain unwilling to pay directly.
That reinforces the importance of sponsorship, broadcast accessibility and audience growth before more aggressive paywall strategies.
Fandom Is Becoming More Fragmented
Changing fandom is another defining theme.
PwC finds that 66 per cent of fans still consume live sports broadcasts, but younger fans are increasingly engaging through highlights, social media, athlete-led content, creator-led formats, fantasy, betting and gaming experiences.
The report argues that rights holders can no longer rely on a one-size-fits-all content strategy. Live broadcast remains essential, but for younger audiences, it is only one part of a broader ecosystem of daily, snackable and participatory content.
That is already visible in Ireland, where sports bodies are investing more in short-form video, behind-the-scenes access, player storytelling, podcasts, WhatsApp channels, TikTok, Instagram and direct-to-fan databases.
The Matchday Basics Still Matter
Stadiums and venues are also under the spotlight.
PwC finds a disconnect between what executives prioritise and what fans most value. Executives are more likely to focus on food and beverage, digital ticketing, payments and monetisable upgrades, while fans place very high value on safety, cleanliness, hygiene, restrooms, affordable tickets, seating comfort and clear views of the action.
That is a reminder that the fundamentals of the live experience still matter. As Irish venues look at upgrades, redevelopment and new commercial models, the basics of comfort, access, cleanliness, price and safety remain central to fan satisfaction.
Encouragingly, 75 per cent of fans who attend sporting events believe the matchday experience is on a par with or better than the cost of attending. The challenge is to maintain that sense of value as costs rise.
Integrity Is Now a Commercial Risk
Integrity is the final major theme.
Three-quarters of executives see integrity breaches as one of the biggest commercial risks facing sport, while 81 per cent of fans agree or strongly agree that athletes should face stricter penalties for cheating.
Match-fixing and game manipulation are seen as the biggest threats, followed by doping, financial misconduct, weak governance, lack of transparency, discrimination and inequality.
The lesson is that integrity is no longer simply a compliance issue. It is a commercial, reputational and participation issue. Trust is one of sport’s most valuable assets, and once damaged, it is hard to restore.
Sport for Business Perspective
The overall message from PwC’s report is that sport remains in growth mode, but the winners will be those prepared to adapt.
Rights holders will need stronger commercial models, broader revenue streams, more sophisticated content strategies, better live experiences, greater investment in women’s sport and a more active commitment to integrity and governance.
For Irish sport, that represents both a challenge and an opportunity. The scale may be different from the global giants, but the same principles apply.
Those who understand their fans, build beyond the broadcast deal, create value for partners, and tell their stories across multiple platforms will be best placed to blaze the new trail.
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Image Credit: PwC
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