Global sports sector set for more measured growth as media rights plateau

• Overall, the global sports industry is forecast to grow at an annual rate of 7.4% over the next three to five years

• Higher growth expected across all revenue streams except for media rights

• Two-thirds of fans consume live sports broadcasts, but younger fans increasingly prioritise ancillary content 

• 91% of executives expecting double digit growth in women’s sport

The sports industry faces a pivotal moment with senior executives signalling that growth potential will only be realised if organisations respond decisively to a set of structural challenges.

PwC’s ninth edition of its Global Sport Survey reveals while industry leaders still expect the global sports market to grow by 7.4% a year over the next three to five years, the rapid growth the industry has seen over the past few years is tempered by pressure on media markets, shifting fan expectations and the growing need for diversified, more resilient revenue models.

Market outlook

The survey, which draws on responses from over 500 senior sports executives globally and 7,250 fans, forecasts growth in the global sports market will be led by strong momentum in the Asia and North America markets which are expected to see growth of 9.4% and 8.5% respectively. Mature markets such as Australasia (7.3%) and Europe (6.7%) are projected to see more moderate expansion as media rights growth slows and consolidation increases. 

Team and franchise valuation is set for growth of 7.9%, up from 7% the year before, reinforcing the scarcity of premium assets and new pools of global capital reshaping the sector. Higher growth is expected across most revenue streams monitored in the survey compared to last year including merchandising (6.2%), ticketing and hospitality (6.2%), commercial and sponsorship rights (6.5%) and betting-related rights (7.7%), but media rights will see a slight fall.

David Trunkfield, Global Sports Lead at PwC UK, said:

“Sports markets worldwide are entering a phase of more balanced but still resilient growth. Mature regions are recalibrating after years of rapid media‑driven expansion, while emerging markets are accelerating as investment, demographics and infrastructure begin to align. This shift is creating a more diversified global landscape, and the organisations that succeed will be those that adapt their commercial models to local realities while looking outward for scalable, cross‑market opportunities.”

Sports investment

While rights ownership remains important for institutional investors, with more than a third (38%) saying it remains a priority in the next three to five years, the reliance on media rights alone is no longer viable. Four in five investors now favour assets offering multiple revenue levers, from sponsorship and hospitality to women’s sport, endurance formats and creator-led competitions alongside technology-driven adjacencies such as analytics, gaming and content studios.

Tom Karkeek, Director in PwC’s Sports Practice, said:

“We’re seeing a clear evolution in sports investment priorities. Capital is flowing toward properties with multiple monetisation levers, whether that’s year‑round competition formats, strong IP control, or the ability to build digital‑first fan ecosystems. As the market becomes more competitive, investors who take a longer‑term view and back models that blend innovation with operational discipline will be best positioned to unlock sustainable value.”

Media consumption

The generational divide in sports media consumption highlighted in the survey suggests rights holders can’t rely on a one-size-fits all approach. Younger fans consume sports through a more fragmented mix of platforms, while older fans remain concentrated in traditional channels.

Social media highlights are favoured by 18 to 34-year-olds, with meaningful engagement in creator-led content and interactive formats. By contrast older fans cluster around live broadcasts, news and replays. Recognising that fan habits are diverging faster than ever, rights holder success will increasingly depend on a multi-platform that balances premium rights with accessibility and reach.

Tom Karkeek, said:

“The fan ecosystem is fragmenting faster than ever, and that’s creating both pressure and possibility for rights holders. Younger audiences expect always‑on engagement across social, interactive and creator‑led channels, while older fans remain loyal to live broadcast traditions. The next wave of growth will come from organisations that tailor content to each audience segment, not by chasing every platform, but by building coherent, multi‑layered strategies that strengthen reach, relevance and community.”

Women's sport

Expectations for women's sports growth have shifted from hypergrowth to sustained, mid-range expansion with 91% of executives expecting double digit growth over the next three to five years. The sentiment reflects women’s sport moving from breakout to build-out with a higher revenue base, established media deals and rising major event interest. All regions are seeing healthy double-digit growth expectations on average however; growth remains uneven across regions with North America leading the way and significant advances in major European leagues and competitions. 

Three in four investment firms expect to increase spending on women’s sport over the next three to five years, with none planning reductions. Teams and clubs are positive but more measured with just over half (56%) planning to increase investment. The business challenge is whether growth delivers long-term profitability or the segment starts behaving more like a mature business with slower returns. 

Marjolein Buiter, Women’s Sports Lead at PwC, added: 

“Women’s sport has moved firmly into its scale‑up phase. The foundations are stronger with deeper fan interest, more consistent media coverage and growing professional structures, but the next breakthrough will depend on widening access and elevating the week‑to‑week product. Those who invest in dedicated pathways, rights structures and long‑term commercial partnerships will help accelerate the shift from promising momentum to fully realised commercial maturity.”

-Ends-

Notes to Editors: 

PwC’s Global Sports Survey gathered responses from 517 senior sports executives and 7,250 survey responses from fans.