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Survival of the fittest

How is sport coping with the economic downturn

Survival of the fittest



The most common question we have been asked over the past year by under pressure Chairmen, Chief Executives and Finance Directors of sports businesses is ‘how are other sports teams coping in the recession?’ In this article, published in the THL Executive Report, we review recent progress.

Key findings

Sport has a series of natural strengths that will stand in its favour, such as the existence of long term broadcasting and commercial deals, a strong and loyal supporter base which provides much needed stability in uncertain times and mean that sport is more recession resistant than many other sectors.

However, sport is not recession proof and in some areas, notably in its corporate hospitality and sponsorship revenue streams, there are significant risks which sport will need to work hard to overcome.



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