Sports drive multimillion-dollar businesses and complex associated ventures, with rapidly evolving and increasingly sophisticated models. The United States is perhaps the most developed country in this regard, and the latest report from consulting firm PwC on the subject highlights three dominant trends in this market that shed light on where business is headed in the world of sports. 

Data Innovation: Teams already leverage fan data to track and analyze engagement in great detail. Now, using clean rooms—secure databases whose information has been anonymized to comply with privacy regulations—and other tools, they can obtain deeper and more valuable insights. For their part, fans can receive more personalized offers, sponsors can optimize their marketing budgets, and teams can increase the value of their sponsorship inventories.

Commitment to sustainability: Environmental sustainability has become an urgent issue for consumers in all industries, including sports. Leagues and teams have the opportunity to take a leadership role in adopting more sustainable business practices, an issue of increasing importance to fans.

Franchises: Technology allows viewers to watch games and championships anywhere in the world, which has made sports popular across borders. Franchises and leagues are now setting up shop on other continents to attract and cultivate a new multicultural fan base that may be categorically different from the one they know at home. Success requires a deep understanding of the new market and an organic connection with those new potential fans.

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