Sports Global Market Report 2022, By Type, Revenue Source, Ownership

Executive Summary

Major companies in the market include Maruhan, Life Time Fitness, Inc., Liberty Media Corporation, Futbol Club Barcelona, Dallas Cowboys, Heiwa Corporation, Manchester City F.C., New York Yankees, Manchester United Football Club and Juventus.

The global sports market is expected to grow from $354.96 billion in 2021 to $501.43 billion in 2022 at a compound annual growth rate (CAGR) of 41.3%. The growth is mainly due to the companies rearranging their operations and recovering from the COVID-19 impact, which had earlier led to restrictive containment measures involving social distancing, remote working, and the closure of commercial activities that resulted in operational challenges. The market is expected to reach $707.84 billion in 2026 at a CAGR of 9%.

The sports market consists of sales of sports services and related goods by entities (organizations, sole traders and partnerships) that provide live sporting events before a paying audience or entities that operate golf courses and country clubs, skiing facilities, marinas, fitness and recreational sports centers, and bowling centers.

The main types of sports are spectator sports and participatory sports. Spectator sports include the presentation of sporting events by teams and clubs or independent athletes. The various sources of revenue are media rights, merchandising, tickets, sponsorship and involves different ownerships including chained, standalone.

North America was the largest region in the sports market in 2021. Africa is expected to be the fastest-growing region in the forecast period. The regions covered in the sports market are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa.

The market is expected to benefit from steady economic growth forecasted for many developed and developing countries. The International Monetary Fund (IMF) stated that the global real GDP growth was 3.7% over 2019 and 2020, and 3.6% from 2021 to 2023. Recovering commodity prices further expected to be a significant factor driving economic growth. The US economy is expected to register stable growth during the forecast period. Additionally, emerging markets are expected to continue to grow slightly faster than the developed markets in the forecast period. For instance, India’s GDP is grew by 7.3%, whereas China is registered GDP growth of 6.2% in 2019. This continued economic growth is expected to drive the demand for sports.

The outbreak of Coronavirus disease (COVID-19) has acted as a massive restraint on the sports market in 2020 as governments globally imposed lockdowns and restricted domestic and international travel limiting the need for services offered by these establishments. COVID 19 is an infectious disease with flu-like symptoms including fever, cough, and difficulty in breathing. The virus was first identified in 2019 in Wuhan, Hubei province of the People’s Republic of China and spread globally including Western Europe, North America and Asia. Steps by national governments to contain the transmission have resulted in closure of recreational facilities with countries entering a state of 'lock down' and the outbreak had a negative impact on businesses throughout 2020 and into 2021. However, it is expected that the sports market will recover from the shock across the forecast period as it is a 'black swan' event and not related to ongoing or fundamental weaknesses in the market or the global economy.

Sports organizers are implementing virtual reality (VR) technology to improve the spectators’ experience in sporting events. Virtual reality generates images, sounds and other sensations that simulate a physical presence in an imaginary environment. Clubs and teams are experimenting with simulated and 360-degree environments to enhance the match viewing experience of the spectators by allowing them to have a virtual walkthrough of the stadium or the race track and view the match at different angles. For instance, the NBA game between the Sacramento Kings and San Antonio Spurs was broadcasted in VR. NASCAR has created an interactive fan area at the race tracks with the implementation of virtual reality.
The countries covered in the sports market are Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, Czech Republic, Denmark, Egypt, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Norway, Peru, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, Turkey, UAE, UK, USA, Venezuela and Vietnam.

Companies Mentioned

A selection of companies mentioned in this report includes:

• Maruhan
• Life Time Fitness, Inc.
• Liberty Media Corporation
• Futbol Club Barcelona
• Dallas Cowboys
• Heiwa Corporation
• Manchester City F.C.
• New York Yankees
• Manchester United Football Club
• Juventus

Methodology