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Dive into the playbooks and articles below for the latest in trends and predictions about the sports industry for the coming year. From private equity's influence on franchise values to AI innovations enhancing fan experiences to younger audiences redefining live sports, 2025 is going to be an exciting year.
Out of bounds: College sports is becoming a professional powerhouse
College sports are transforming as name, image and likeness (NIL) deals turn athletes into brands and redefining opportunities. With billion-dollar media contracts and uneven state regulations, the line between amateur and professional sports has never been blurrier.
How private equity is rewriting the financial playbook for sports franchises
With NFL franchise values soaring and recent rule changes allowing private equity to hold stakes, investors are exploring opportunities beyond the field, from smart venues to mixed-use developments. Learn how these shifts are driving innovation, diversifying revenue and redefining profitability metrics in the sports industry.
How some sports leagues score big despite media fragmentation
Major sports leagues like the NFL and MLB are revolutionizing fan engagement by diversifying their media rights across multiple platforms and unconventional time slots. Learn how this strategy is not only increasing viewership but also transforming the way fans consume their favorite sports content.
Sports sponsorship market poised for $160 billion surge by 2030
The sports sponsorship market has grown tremendously over the past few years, and we expect this growth will continue as advertisers and media companies use sports to build their brands. Based on our internal PwC analysis and bottom-up projections at an industry growth rate of 8.7%, we expect the sports sponsorship market to reach $115 billion in 2025. And at that current growth rate, we project the sponsorship market will top $160 billion by 2030. With 80%+ of observed sponsorship value coming from the top four professional leagues, the high end of the market is highly saturated but there is plenty of room for growth elsewhere.
How AI is reshaping the future of sports, on and off the field
As we explored in last year’s Outlook, AI continues to revolutionize the fan experience. This year’s Olympics and US Open are just some examples of sporting events that offered AI-generated commentary and video highlight packages. Paris Olympics fans could access “Your Daily Olympic Recap on Peacock”. NBC’s AI-generated clone of Al Michaels leveraged 5,000 hours of Olympic coverage to deliver personalized daily streaming recaps of the games that could be packaged in 7 million different ways. This is just the start of next generation sports content and media delivery. AI-generated content can offer fresh, cost-effective ways to engage with sports, enabling non-major sports and smaller teams to deliver unique fan experiences without additional headcount.
Engaging younger sports fans: How today’s trends can inform tomorrow’s investments
As sports executives look to capture younger audiences, a pivotal shift is unfolding. The demand for unique, interactive experiences has never been higher among fans aged 18 to 34, with their engagement patterns reshaped by technology and evolving preferences. PwC’s latest survey reveals that these fans value shorter, more dynamic games and are eager for immersive moments—whether attending live events or interacting via social media and mobile betting platforms. This generation is 1.4 times more likely to attend live sports and less price-sensitive than older generations, the future of sports hinges on how well the industry adapts to these preferences.
As the industry adapts to these shifting dynamics, we predict that those who prioritize creating unique, tech-driven experiences for younger fans will be well-positioned to drive long-term growth and dominate the future of sports entertainment.
From collectibles to connections: Personalized, memorable experiences are winning over new fans
Today’s sports fans demand more than just generic merchandise and sports experiences; they’re looking for unique experiences and premium collectibles. The concept of limited editions and exclusivity enhances the appeal of autographed balls, exclusive jerseys and other rare keepsake items –– and this trend is gaining the most traction with younger sports fans. In fact, according to our recent research, younger fans are 21% more inclined to buy souvenirs, serving as tangible mementos of their experience.
The next era of US sports stadiums
The US sports industry is experiencing a stadium boom, driven by aging facilities and fans’ growing expectations for high-tech, immersive experiences. With an average age of 27 years, many iconic stadiums are nearing the end of their lifespan. PwC estimates that 12% of major US venues — around 13 stadiums — are reaching this milestone age and will likely require substantial renovations or complete rebuilds in the coming decade, sparking significant opportunities for modernization.
Engaging fans in a data-driven, privacy-first era
Ticket sales, contests, social media, website cookies, mobile and connected TV apps, in-stadium sensors, and sponsors. All of these generate data sports organizations can use to build more robust and interconnected views of their fans’ preferences and drive hyper-personalized experiences that can help increase fan engagement.
However, with great power comes great responsibility. Today’s fans are more privacy-conscious than ever before. With a myriad of new privacy laws and data breaches cropping up across the United States and abroad, cybersecurity, privacy and consent are becoming keys to the game for fan engagement strategies across sports.
College conferences eye betting revenue to support athlete payments
Colleges and conferences are increasingly considering sports betting as a funding solution for athlete payments, following recent developments in name, image and likeness (NIL) agreements and the move by major conferences to allow direct compensation to student-athletes. Schools and conferences may monetize betting through licensing agreements, data partnerships with companies like SportRadar and sponsorship deals with betting providers like FanDuel and DraftKings.
Betting also promises to boost fan engagement, particularly among younger fans who are more likely to bet on games. Engagement from betting could increase media asset values and attract more lucrative sponsorship deals, providing new revenue streams.