The Sport Industry Report: A thriving hub of global excellence
The UK sport industry is thriving. From the global dominance of the Premier League and the prestige of Wimbledon to the rapid rise of women’s sport and Formula One, the sector continues to excel. The UK stands as a central hub for sport globally, delivering world-class teams, rights holders, and agency work.
The Premier League as the global flagship
○ The Premier League remains the UK’s most prominent and celebrated global showcase. Fans overwhelmingly selected The Premier League as the sports organisation that showcases the UK in the best light reflecting its unparalleled reach and influence.
The shift to digital fanship
○ Fan engagement is undergoing a dramatic transformation. While live events and TV broadcasts remain important, a staggering 73% of fans now follow their favourite sports primarily through social media.
An appetite for innovation
○ Fans are increasingly calling for change and evolution in sport. 76% believe that format innovation is essential for driving the industry forward. Governing bodies and organisations are responding, exploring bold ideas to meet these expectations.
Social impact as a growth driver
○ Sport’s potential to drive social change is widely recognised. Industry professionals strongly believe in sport’s role in delivering social impact, and fans share this sentiment. 68% of fans agree that it reflects well on brands who partner with sports organisations on initiatives that promote positive social change and they are likely to link their purchasing decisions to these values as a result.
Sustainability and fan commitment
○ Sustainability has emerged as a key area for growth. Younger fans, in particular, are prioritising sustainability in their engagement with sport. Notably, 87% of 18 to 34-year-olds are willing to pay higher ticket prices if it was put toward a positive environmental benefit. This demonstrates a powerful opportunity for sport to lead in environmental responsibility and align with evolving fan values.
Industry vs. fan preferences
○ Interestingly, our research revealed a disparity between industry professionals and fans regarding their favourite sports. Rugby union and cricket ranked highly among industry professionals, while fans did not list these sports in their top five. This discrepancy sheds light on the preferences of those working within the sector and offers valuable context for decision-making.
The power of storytelling and data technology
○ Storytelling has become a cornerstone of modern marketing, perfectly aligning with the essence of sport. This trend is complemented by the transformative impact of data and technology, which are reshaping everything from performance analytics to fan engagement. With four in five fans believing that technology is an overall positive for sport, there exists a powerful platform for brands and organisations to connect with audiences in authentic, innovative ways.
The UK sport industry is poised for an exciting future, driven by innovation, inclusivity, and a commitment to sustainability. Whether through data-driven strategies, the rise of women’s sport, or sport’s profound social impact, the opportunities are immense.
We hope this report provides you with valuable insights and tools to champion our industry. The next ten years promise significant growth, and we are excited to see how sport continues to inspire, unite, and lead on a global stage.
This is an extract from the report – download the full Sport Industry Report 2025.
