Sport Industry Group releases its annual landmark study as the definitive temperature check on the future of UK sport

Returning for its second year, The Sport Industry Report 2026 brings together leading insights and analysis, featuring the views of fans and industry professionals conducted by Nielsen, alongside exclusive EY research into the UK’s sports investment landscape.

Positioned as the next iteration of an annual industry ‘temperature check’, the report combines a wide-ranging twin survey of fans and sports professionals conducted by Nielsen Sports, alongside exclusive analysis from EY on the UK sports investment ecosystem, and thought leadership from the organisations and individuals shaping sport in 2026.

With a major Olympic Games and FIFA World Cup on the horizon alongside UK-hosted events such as the ICC Women’s T20 World Cup and the Glasgow Commonwealth Games, 2026 is set to be a defining year for sport.

Nick Keller, Chairman of Sport Industry Group, said: “This report is designed to be a clear-eyed temperature check on where UK sport stands today and where it needs to go next. The message from fans and professionals alike is one of optimism, but also urgency. Affordability, trust and responsibility are now central to sport’s future success, and this data gives the industry an unambiguous mandate to act.”

INSIDE THE REPORT

Beyond the headline survey findings, The Sport Industry Report 2026 explores six core verticals reshaping UK sport: investment, women’s sport, sustainability, the fan experience, technology, and content and culture.

Over the past decade, sport in the UK and Ireland has become a magnet for capital, with over $50 billion deployed across nearly 600 transactions and more than $4 billion invested in 2025.

Over the past decade, sport in the UK and Ireland has become a magnet for capital, with over $50 billion deployed across nearly 600 transactions and more than $4 billion invested in 2025. Sport’s total addressable investment opportunity globally is estimated at over US$2.5 trillion – five times larger than the market solely for teams and leagues.

Across every age group, affordability emerged as the number one concern for fans 67% of fans believe attending live sport risks becoming a luxury within the next five years.

Over half of fans and more than two thirds of professionals see climate change as an existential threat to sport.

Despite concerns around affordability, 75% of fans (94% of those aged 25-34) said they would be willing to pay an additional cost on their ticket price if they knew that it was being used to deliver a positive social or environmental benefit.

61% of fans bet at least once a month, rising to 71% among 18–34s. Yet 48% believe betting has a negative influence on sport.

A majority of fans and two thirds of professionals say it is now socially acceptable to use pirate streaming services.

THE KEY THEMES:

Rising interest in women’s sport, tempered by concerns around investment, visibility and long-term sustainability.

Continued evolution of venues to better serve local communities, while fans still prioritise atmosphere and accessibility.

Strong appetite for leadership on social and environmental issues, with organisations that act viewed more favourably.

AI identified as the most powerful technological force in sport’s near future, alongside calls for clearer regulation.

Sustained investor interest in UK sports assets, driven by flexible financing models and adjacent sector growth.

Openness to new formats and competitions that strengthen communities and cultural relevance.

The report features contributions from organisations including the England and Wales Cricket Board, YouTube, Baller League, SURJ, Populous, Stats Perform, Elemis, Personar, Canto, British Gas, Think Beyond and Little Dot Sport.