Reinventing the Game: The Next Decade in Sport

Reinventing the Game: The Next Decade in Sport

From the streaming wars to next-gen fandom, our latest blog post explores the bold trends reshaping sport—and how to seize the opportunities on the horizon.

From the streaming wars to next-gen fandom, our latest blog post explores the bold trends reshaping sport—and how to seize the opportunities on the horizon.

A Booming Industry — and Fierce Competition

The sports sector is on track to grow by 50% in the next ten years, rocketing its valuation by a whopping USD 260 billion. But it’s not just about growth; it’s about who comes out on top. The major US and European leagues—NFL, NBA, the Premier League, and the Champions League—have soared in domestic rights value, leaving others at a bit of a plateau. Deals are getting more complex (just look at the latest Bundesliga negotiations for example), and it’s very much a seller’s market—especially in the US, where broadcasters (old and new) are battling for the juiciest rights.

Streamers Shake Up the Scene

Suddenly, it’s not just TV giants in the bidding war. Amazon, Netflix, and YouTube are throwing down their big bucks to secure broadcasting rights, upping the ante on competition and content creation. The NFL’s new deal has jumped by two-thirds in value (and who can blame them - it’s taking off massively here in Europe!), and similarly, the College Football Playoff rights more than doubled. The NBA brought in streaming services to keep its revenue on target—no surprise, as online platforms account for 16.5% of the total spend on sports rights in the US (and it continues to keep rising fast!).

A Booming Industry — and Fierce Competition

The sports sector is on track to grow by 50% in the next ten years, rocketing its valuation by a whopping USD 260 billion. But it’s not just about growth; it’s about who comes out on top. The major US and European leagues—NFL, NBA, the Premier League, and the Champions League—have soared in domestic rights value, leaving others at a bit of a plateau. Deals are getting more complex (just look at the latest Bundesliga negotiations for example), and it’s very much a seller’s market—especially in the US, where broadcasters (old and new) are battling for the juiciest rights.

Streamers Shake Up the Scene

Suddenly, it’s not just TV giants in the bidding war. Amazon, Netflix, and YouTube are throwing down their big bucks to secure broadcasting rights, upping the ante on competition and content creation. The NFL’s new deal has jumped by two-thirds in value (and who can blame them - it’s taking off massively here in Europe!), and similarly, the College Football Playoff rights more than doubled. The NBA brought in streaming services to keep its revenue on target—no surprise, as online platforms account for 16.5% of the total spend on sports rights in the US (and it continues to keep rising fast!).

The Audience Age Gap: Winners (and Losers)

As the rights race intensifies, so does the push for younger fans. MLB and NHL have struggled to lower their average viewer age (it feels like Gen Z would love the NHL, though - it’s so fast-paced!), which hovers around the late 40s—tricky territory when advertisers really want that coveted 18–34 bracket. Meanwhile, the NBA is on fire with their heatchecks on younger audiences. The league’s average fan age is hovering around 38, but it does mean it is still the most popular competition among under-34s in the US. That’s the sweet spot for sponsors, marketers, and every brand looking to tap into a new generation of sports lovers.

The Big Trends Defining the Future

So, what’s driving all this change? We can boil it down to six major dynamics:

  • Streaming Wars
    The battle for rights among Amazon, Netflix, YouTube, and traditional broadcasters shows no signs of slowing.

  • Crowded Market
    More players means more competition, which leads to bigger, bolder (and pricier) deals.

  • Hype Culture
    Everyone’s fighting for attention—cue those pesky, clever social mechanics, viral moments, and creative campaigns.

  • Next Gen
    Capturing Gen Z and Gen Alpha demands fresh ideas, agile platforms, and experiences that genuinely speak their language. (None of the ‘how do you do, fellow kids’ meme potential.)

  • Globalisation
    With growth in established markets slowing, sports properties are pushing into new territories to expand their fan bases (and revenue).

  • Technology
    The gap between the digital innovators and lagging rights holders is increasing. Tech-savvy organisations will accelerate ahead, whilst others risk falling behind.

The Power of a Tournament Narrative

If you think hype culture is new, consider 1974’s ‘Rumble in the Jungle’: the legendary Ali vs. Foreman fight - I remember it like it was yesterday. OK, maybe not. However, big sporting events have always had cinematic storylines that become brands in their own right—sparking national pride and influencing all subsequent marketing initiatives. Such a narrative has built a powerful story, the Six Kings Slam in Riyadh at the end of 2024, highlighting the culture, players, and rivalries in a cinematic trailer for their first edition.

So, how can we create a Hero campaign structure that allows us to maximise brand impact, captivate fans at every turn, and truly reinvent the game?

Teaser

Not about explaining or informing—your teaser is to warm up the algorithm, start the buzz, and pique curiosity. Think cryptic hints, big-name reveals, or playful references to hot trends.

Launch Trailer

This is your heroic centrepiece: loud, creative, and emotional. Hit every big point in a single, powerful narrative. Leverage paid media, partner channels, and athlete or club spotlights. Fans should see it at every turn—and act on it.

Sustaining the Hype

After launch, keep the momentum. Behind-the-scenes content, fan involvement, practical guides—anything that keeps the story alive. And crucially, offer fans immediate ways to convert that excitement into action—buy tickets, sign up, or share on social media.

Two Tournaments Reinventing the Game

UEFA Women’s EURO 2025

The upcoming Women’s EURO 2025 is set to ignite fresh enthusiasm for the host country and beyond.

Major goals here?

  • Host City Activation: Turning local buzz into a national celebration—community events, local heroes, and a wide-reaching media push.

  • Summit of Emotions: Connecting players, fans, and sponsors through a cohesive brand story that blends the competition with a bit of a deeper meaning.

  • Ticketing Success: Using that hype to drive record-breaking sales and ensure full stadiums.

Checkout the Video - LINK

FIFA Club World Cup 2025

Meanwhile, FIFA is reimagining their FIFA Club World Cup as a spectacle on par with the biggest global tournaments. Key plays:

  • ‘Hacking the Feed’: Flashy campaigns that break through the social noise—like taking over iconic billboards or using augmented reality in major club venues such as Real Madrid’s Bernabeu.

  • Collaboration Over Competition: Clubs working together for the social media campaigns plus with sponsor activation (think Tiffany & Co. for the trophy!) to create must-see moments.

  • Value for Partners: Offering fresh angles, exclusive experiences, and real ROI to keep all stakeholders invested.

Both tournaments show what’s possible when you pair a strong narrative with clear, future-facing strategies. From harnessing technology and new markets to hooking that elusive Gen Z audience, UEFA and FIFA are raising the bar—and reaping the rewards.

Game On, Sports Fans

With the sports industry barreling toward USD 260 billion in the coming decade, the pressure and opportunities are massive. Leagues that understand the hype culture, embrace globalisation, and deliver must-see content across every channel will come out on top. And for events like UEFA Women’s EURO 2025 and the FIFA Club World Cup 2025, it’s about meeting that moment head-on—tapping into new audiences, refreshing old ones, and building stories that capture hearts and wallets alike.

The game’s reinventing itself as we speak. Are you ready to keep PACE?