Having navigated a year of lockdowns and event cancellations, executives’ expectations for future growth over the next three to five years stand at ~5% – up from ~3% last year – reflecting the feeling that the market can stabilise and adjust to new conditions.
Sports betting has been boosted throughout the pandemic, and executives forecast continued growth at an annual rate of 6.4%. Traditional revenue streams such as media and sponsorship rights are expected to stabilise at between 3 and 4%.
The accelerating transformation of the media landscape, dominated by the shift from cable to streaming and the ecosystem fragmentation fostered by digital media, is the industry’s primary change driver according to respondents, impacting multiple dimensions from content access to media rights revenues.
Professional teams and athletes are increasingly using their following to speak out on social issues, which is now expected by fans.
PwC Sports Survey 2021
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