As the global sports industry continues to navigate a period of massive transformation, our 2024 outlook explores five trends sports organisations are expected to face in the coming year. This includes the changing economics of sports, use cases for generative artificial intelligence (AI), the future of mega-events, investments in fan Data and the potential for a “new normal” in college athletics.
Looking back one day, the five years after the coronavirus pandemic will be seen as a transformative period in the global sports industry. This period will be marked by significant 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 “influencer” status, speaking openly about social issues and changing the way fans can connect directly with their favourite sports stars. We’ve also seen sports fans themselves having a notable influence on how sports are consumed and monetised—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 five trends sports organisations are expected to face in the coming year and the corresponding impacts.
Our 2024 outlook in brief:
Download the full report to learn more about the impacts of these sports industry trends, key actions to take and critical questions to ask.
From AR and NFT (non-fungible token) to sports betting and shifting dynamics in college athletics, hear from leaders in Deloitte's sports practise—straight from their homes and offices—on the trends they're scouting for the year ahead and beyond. Fill in this form to receive access to the videos which dive deeper into insights for sports organisations, leagues, teams and fans alike.