The sports sector is undergoing a significant transformation. New sporting epicentres are emerging, from Qatar and the Philippines to South Korea and Saudi Arabia. At the same time, women’s sports are reaching new heights, with viewership and ticket sales continuing to rise.
To capture and retain the sports fans of tomorrow, brands and organisations must tap into the culture of community, accessibility and enjoyment that draws people to sport.
This report analyses the behavioural shifts driving forward the sports sector and provides case studies and consumer insights from fashion and technology and other industries to help you understand and capitalise on the business opportunities ahead.
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Hero image: Adidas and 100 Thieves, US Overview: Rapha Spring Summer 2024 collection, UK
Dive into the report’s key trends, shaped by sport and leisure innovators and disruptors:
: Fresh Frontiers –New sporting epicentres are emerging that are rerouting sports away from Western capitals to passionate fans across the Middle East, South and South East Asia
: Sport Unveiled – Netflix, social media and docu-series are breaking the fourth wall between athletes and audiences, bringing them even closer together
: Play Pals – Sports’ unique ability to foster camaraderie and friendship has thrust it into the spotlight, especially as loneliness is on the rise across generations
: Diverse by Design–To shred outdated traditionalism, brands are adopting new identities that promote inclusivity and accessibility
: Haute Athletics –As fashion vies for maximum attention athletes, with their enormous global influence, have become a new touchpoint for brands to connect with audiences
: Digital Loyalty –Blockchain and other digital platforms can offer a solution to fans’ growing stakeholder mindset, and offer possibilities to monetise their loyalty
‘Learn about the massive transformations the sport sector is undergoing to fuel fandom among the next generation of sport enthusiasts’
Simar Deol, foresight analyst, The Future Laboratory
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Game-Changers: The Future of Sports Fandom Sports and Leisure Futures 2024–2025
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