The Kearney firm publishes a major report on the economic transformation of global sport. Behind passion, competitions and communities of supporters, sport is now becoming an ecosystem structured by digital platforms, investors, data, streaming and new monetization logics. A profound change which is already redefining the economic model of clubs, leagues and federations.
A global sports market worth more than $400 billion
The report estimates the value of the global sports market at $417 billion in 2025, with a projection of more than $600 billion by 2030. Three major sectors now structure this economy: the marketing of sports and matchday rights, broadcasting and streaming, as well as gaming and sports betting. This last segment is even becoming the main engine of growth in the sector, driven by the growth of online betting, fantasy sports and sports video games. The report also highlights the resilience of sport in an uncertain economic context, with average annual growth estimated at 8% between 2025 and 2030.
Uses and audiences undergoing profound transformation
Kearney emphasizes the rapid change in the behavior of new generations. Young audiences consume less sport via traditional formats and now favor highlights, short content, social networks, sports influencers and interactive experiences. Digital platforms, streaming, live betting and video games are becoming major entry points into the sporting world. The report also highlights that fans are increasingly following athletes rather than clubs, profoundly changing communication and monetization strategies. This evolution pushes sports organizations to become real content platforms capable of maintaining a permanent relationship with their communities.
Women’s sport, new formats and the Middle East: new growth drivers
The report identifies several particularly dynamic growth drivers. Women’s sport appears to be one of the most promising segments, with strong growth in audiences, commercial revenues and brand interest. Kearney also highlights the rise of new formats that are shorter, more spectacular and more adapted to digital uses, such as the Kings League, The Hundred, padel and even pickleball. Finally, the Middle East is gradually establishing itself as a new global center of sport thanks to the massive investments made by Saudi Arabia, Qatar and the United Arab Emirates in infrastructure, international events, sports media and e-sport.
The massive arrival of investment funds is transforming the sporting landscape
The paper analyzes in detail the rise of private equity, sovereign wealth funds and institutional investors in global sport. Clubs, leagues and franchises are becoming sought-after financial assets, capable of generating significant returns through media rights, sponsorship, infrastructure and digital platforms. The report cites in particular the explosion in the valuations of American franchises and the multiplication of acquisitions of European clubs by investment funds. Several models are emerging: multi-club ownership, integrated sports platforms, commercial aggregation or even investments in sports technologies and infrastructure. According to Kearney, this financialization is lastingly transforming the governance and economic models of professional sport.
The five major levers of value creation in the sport of tomorrow
The report finally identifies five strategic levers which will enable sport stakeholders to create lasting value. The first concerns commercial excellence through sponsorship, hospitality, media rights and revenue diversification. The second is based on detailed knowledge of fans and the monetization of data and communities. The third lever concerns the development of streaming platforms and integrated digital ecosystems combining content, betting, merchandising and interactive experiences. The fourth relies on technological innovations: artificial intelligence, smart stadiums, automated production and even real-time betting. Finally, the fifth lever is based on the operational and financial professionalization of sports organizations in order to improve their efficiency and profitability. For Kearney, the future leaders of world sport will be those capable of transforming sporting passion into global economic platforms without losing the emotional force that underpins fan attachment.
