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Sports Business Trends 2024

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The sports business in 2024 is on a trajectory towards unprecedented peaks in valuations. As we prepare for this pivotal year, let’s dive into the tapestry of trends defining the industry. Analyzing insights, we meticulously dissect the events of 2023 that have paved the way for the transformative landscape ahead.

Unveiling Concerns: 2023’s Pro Sports Franchise Values

Before delving into 2024 trends, it’s vital to scrutinize pivotal events in 2023. Our guide highlights four key examples, unveiling both concerning and promising aspects. From the disruptive entry of the LIV Golf Tour challenging the PGA to Saudi Arabia’s strategic play in soccer, these events set the stage for a transformative year.

The Rise of Unconventional Competitors

The first noteworthy trend from 2023 echoing into 2024 is the rise of the unexpected competitor, the LIV Golf Tour. Challenging norms of leagues like the PGA Tour, armed with financial prowess, they forced the PGA into merger talks. This reshapes power dynamics and underscores the unpredictability keeping the sports business landscape dynamic.

Financial Power Play: Saudi Arabia’s Soccer Ambitions

From the geopolitical sphere, Saudi Arabia’s use of its balance sheet to jumpstart its soccer business emerges. Pursuing football stars like Ronaldo, Benzema, and Messi reflects nations’ growing influence in shaping the global sports narrative. The intriguing narrative creates anticipation for unfolding geopolitical dynamics.

The Explosion of NIL in NCAA

Shifting gears, the third trend of 2023 catapulting into 2024 is the explosion of Name, Image, and Likeness (NIL) deals within the NCAA under the Franchise Sports Media. Traditionally viewed as amateurs, US college athletes are now raking in millions, surpassing some professional counterparts. This transformative shift prompts a reevaluation of the traditional boundaries between amateur and professional sports, with significant implications for the athletes and the broader sports business ecosystem.

Churn Among Streamers: A Ripple Effect

In a seemingly unrelated yet impactful development, the fourth trend revolves around an uptick in churn among streaming giants. Netflix, Amazon, Viaplay, and Hulu experience increased subscriber turnover, intertwining with the sports business narrative and raising questions about the sustainability of premium payments for professional sports rights.

Athlete Investments: A Paradigm Shift

Amidst the dynamic trends, a noteworthy development takes centre stage. A consortium of renowned athletes has joined the league of strategic investors in Alpine’s Formula 1 team. Hollywood actors previously invested millions, and now athletes like Patrick Mahomes, Travis Kelce, Rory McIlroy, Anthony Joshua, Trent Alexander-Arnold, and Juan Mata bring their star power to the financial playing field, adding a new dimension to the business of sports.

Evolving Fan Engagement Strategies

Virtual Fan Experiences: With the rise of digital platforms, sports entities invest in virtual fan experiences. VR and AR technologies provide immersive experiences, allowing fans to feel closer to the action from home.

(Find out more: our blog post: What the Metaverse is and how it’s about to change the sports.)

Social Media Integration: Integration of social media platforms plays a crucial role in fan engagement. Formula 1 teams leverage Instagram, Twitter, and TikTok for interactive experiences.

Sustainability in Sports

SailGP: Harnessing Wind for a Greener Future
SailGP Event | San Fransisco 2019
©SailGP Event San Fransisco Bay 2019

SailGP, a global sailing championship, has made sustainability a core principle. The league is built on cutting-edge technology and high-performance catamarans, but its unwavering commitment to clean energy, community, inclusion, and sustainability is what sets it apart. By prioritizing renewable energy sources, SailGP exemplifies how sailing can lead the way in sustainable practices.

Forest Green Rovers: A Green Revolution in Football

In football, the Forest Green Rovers, an English Football League Two club, stands out for its dedication to environmental sustainability. The club’s eco-friendly initiatives include a fully vegan stadium menu, solar panels powering the stadium, and an organic playing field. The Forest Green Rovers showcase how football clubs can champion sustainability, proving that change is possible even in a sport traditionally associated with large carbon footprints.

Eco-Friendly Initiatives in Formula 1
Formula 1 emphasising on eco-friendly technologies and practices

Formula 1 has been making sustainability strides, emphasising eco-friendly technologies and practices. The shift towards hybrid power units, sustainable fuels, and a commitment to become carbon neutral are notable trends. Addressing environmental concerns is becoming a key focus in the motorsports industry.

Green Stadiums and Venues

Beyond Formula 1, sports venues worldwide are adopting sustainable practices. There’s a growing awareness of the environmental impact of sports events, from green building initiatives to renewable energy sources. This trend aligns with the broader global push for eco-conscious practices.

Technological Advancements in Performance Analysis

Data Analytics in Formula 1: Formula 1 teams are increasingly relying on data analytics to enhance performance. Technology plays a pivotal role in gaining a competitive edge, from predictive modelling for race strategies to real-time telemetry data. Incorporating artificial intelligence (AI) in data analysis is another evolving aspect.

Player Tracking in Team Sports: In team sports like soccer and basketball, there’s a surge in the use of player-tracking technology. Wearable devices and sensors provide teams with valuable insights into player performance, injury prevention, and strategic decision-making.

Diversity and Inclusion

Inclusivity Initiatives: There is a growing emphasis on diversity and inclusion in sports, with organizations working towards creating more opportunities for underrepresented groups. This includes efforts to increase diversity in leadership roles, address gender disparities, and promote inclusivity at all levels of sports.

Women’s Sports Empowerment: Soaring to New Heights

Football game, women soccer team sport club.
Empowering Women in Sports: A Paradigm Shift

The surge of empowerment in women’s sports marks an era where visibility, investment, and media coverage propel female athletes to unprecedented heights. This transformative wave shapes current athletes’ careers and inspires future generations. Some examples illustrate the remarkable momentum in women’s sports, transcending boundaries and breaking records.

US College Volleyball: Shattering Expectations

In a historic moment that resonated globally, the Nebraska Huskers and Omaha volleyball teams shattered expectations by drawing an astounding crowd of 92,003 to Memorial Stadium for a US college volleyball match at Camp Nou in 2022. This unprecedented turnout underscores the growing passion for women’s sports, defying conventional norms and showcasing the immense potential of female athletes on the collegiate stage.

FIFA Women’s World Cup: A Global Phenomenon

The global momentum in women’s sports reaches its pinnacle with the FIFA Women’s World Cup. Record attendance numbers and a steadily growing international audience during this prestigious tournament indicate the world’s fervour for women’s football. The FIFA Women’s World Cup serves as a beacon, illuminating the path for women’s sports on the grandest international stage.

UEFA Women’s Champions League: Elevating European Football

The UEFA Women’s Champions League stands as a testament to the rising prominence of women’s football in Europe. As the female counterpart to the renowned men’s competition, the UEFA Women’s Champions League showcases the incredible skill and determination of European female footballers and contributes significantly to the overall growth and recognition of women’s football globally.

Rally Gazelles: Empowering Women Off the Beaten Path
One & Only 100% Women Desert Raid Rally Event
Gazelle Rally Morocco ©Maïenga

In a realm where engines roar and the dust settles, the Rally Gazelles take centre stage. This unique and self-sufficient off-road automotive adventure is exclusively designed for women. Since its inception in 1992, the Rally Gazelles has been more than just a race; it celebrates women’s empowerment, resilience, and environmental sustainability. This event encapsulates the spirit of overcoming challenges and conquering uncharted terrains, serving as a beacon of empowerment in unconventional sports.

Diverse Sporting Arenas: A Global Movement

Women’s empowerment in sports extends far beyond the fields and courts we traditionally associate with athletic prowess. In various disciplines and events, women are making history and challenging stereotypes. From cricket and rugby to mixed martial arts and extreme sports, female athletes are rewriting the narrative and inspiring countless others to break barriers.

Conclusion: Navigating the Apex of Sports Business Values

In concluding our exploration of the sports business trends of 2024, we find ourselves at the intersection of innovation, sustainability, and empowerment. The landscape is set to undergo a paradigm shift in valuations, signifying a new era for the industry. From the disruptive rise of unconventional competitors and geopolitical influences shaping soccer dynamics to the transformative impact of NIL in collegiate sports and the evolving world of streaming dynamics, the challenges and opportunities are vast.

Crucially, our journey through 2024’s sports business terrain is not complete without recognizing the pivotal role of sustainability. More and more sports are spearheading the charge, emphasizing eco-friendly technologies and practices, echoing a broader global commitment to environmental responsibility in sports. This collective effort reflects the industry’s acknowledgment of the urgent need to address environmental concerns and pave the way for a more sustainable future in sports.

Moreover, the surge of empowerment in women’s sports stands out as a defining force. Propelled by increased visibility, investment, and media coverage, female athletes are reaching unprecedented heights. The remarkable momentum witnessed in women’s sports, from record-breaking US college volleyball matches to global spectacles like the FIFA Women’s World Cup and UEFA Women’s Champions League, paints a picture of an industry breaking barriers and inspiring generations.

As stakeholders brace for the peak of pro sports values, the ability to adapt and leverage these trends, rooted in sustainability and the empowerment of athletes, will be the key to success in the ever-evolving world of sports business. The journey ahead promises not just financial milestones but a commitment to a greener, more inclusive, and inspiring sports landscape for years to come.

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