2024年体育行业展望

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2024 sports

industry outlook

2024 sports industry outlook

Executive summary 3

New opportunities from the rapid evolution

of commercial models 4

Sports organizations boost investment

in fan data 6

Warming up for generative AI 8

Paris Games serve as a model for mega-events of the future 9

Stability or more disruption: Will college athletics

reach a ‘new normal’? 11

Signposts for the future 12

What’s inside

About Deloitte’s Outlooks

Deloitte’s 2024 outlook for the sports industry seeks to identify the strategic issues sports organizations should consider in the coming year and

their impacts, as well as critical questions to ask and key actions to take. The goal is to equip sports organizations with the information they need

to help position themselves for a strong, resilient future.

2024 sports industry outlook

Looking back one day, the ve years after

the coronavirus pandemic will be seen

as a transformative period in the global

sports industry. This period will be marked

by signicant changes in technological

capabilities, as well as shifts in business

and commercial models for sports

leagues and teams.

Over the past few years, individual athletes have had unique impacts

on the sports landscape—with many reaching “inuencer” status,

speaking openly about social issues, and changing the way fans can

connect directly with their favorite sports stars. We’ve also seen

sports fans themselves having a notable inuence on how sports

are consumed and monetized—and how sports are woven into the

broader media and entertainment ecosystem.

As the global sports industry continues to navigate this period of

massive transformation, our 2024 outlook will explore ve trends

sports organizations are expected to face in the coming year and

the corresponding impacts. This includes the changing economics

of sports, use cases for generative articial intelligence (AI), the

future of mega-events, investments in fan data, and the potential

for a “new normal” in college athletics.

These trends raise the following questions: How will sports

organizations transform their commercial model to meet the

increasingly complex needs of their customers, partners, and key

stakeholders? How will technology, especially AI, continue to disrupt

the current model while also creating new opportunities? What will

mega-events of the future look like as they aim to balance cost with

experience and legacy? How can sports leagues and organizations

tap into the power of fan data to boost partnerships and drive

engagement? What will college athletics look like in 2024—and

beyond—for schools, conferences, and student-athletes?

The ve key sports trends that we explore throughout this report—

and the answers to these strategic questions—will have widespread

impacts on the sports industry this year, and for many years to come.

Executive summary

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