Restating sport’s purpose in an era of new challenges
80% of sports fans and 96% of sports professionals polled, agree that sport ‘can have huge influence over the behaviours and attitudes of the UK public, according to The Sport Industry Report 2025.
For those who care about it, sport matters – and so do the decisions that will define its future.
Almost two thirds, in fact, see the UK as the ‘centre of the sporting world’. However much others may agree, what is clear is that this is a leading global sports market with its own distinct set of challenges, each demanding thoughtful, creative and collaborative strategies in response.
This report gathers perspectives and insights from industry leaders across several key sectors, addressing some of the core issues that could dominate the second half of the decade.
These include the path to commercial maturity or women’s sport, a proliferation of fan experiences and expectations, the next phase in sport’s relationship with technology, the need to reframe the conversation around sustainability in pursuit of new goals, and a shifting investment landscape that could disrupt norms and reward innovation.
And in each case, there are real causes for optimism and resolve.
‘This is a snapshot of an industry at a point of real change – and it’s only the start of the conversation.’
Women’s sport still enjoys widespread popular support among fans and professionals, with its growth set to outperform the rest of the industry by a considerable margin.
Fans are eager to embrace innovation, as evolutions in venue design and event delivery reflect the needs of more supporters and connect physical and digital experiences.
Sport can lean into its community strengths as it seeks collective action on sustainability – and fans are ready to offer direct financial support for change.
The impact of technology is viewed as a net positive by the UK sports community, as emerging solutions promise deeper personalisation, more effective engagement, and greater output than ever before.
The UK sports industry is attracting healthy global investment; more will follow if it can navigate a changing media rights marketplace, generate new sources of value and connect to thriving adjacent verticals.
This is an extract. To read in full, download the Sport Industry Report 2025.
