Sponsorship value is being reshaped by digital growth, younger fans, global competition, and trust. Deloitte’s The Future of Sport 2024 report surveyed more than 100 senior leaders across 20 countries and 27 sports, exploring the forces changing how sport is funded, consumed, and commercialised. The report addresses the major trends affecting the future of the sports industry, including the evolving global market, pace of digital evolution, next generation, and trust. Download The Future of Sport 2024 report here.
The Future of Sport 2024 Report: Key Takeaways
- Growth Depends on Transformation – 55% of leaders said they feel more optimistic about future sports industry growth than in previous years. That optimism is linked to action, with the report suggesting organisations need to innovate, diversify revenue, and adapt to new fan behaviours.
- Digital Products and Data Are Becoming Revenue Drivers – Leaders expect digital products (67%) and data (59%) to be among the fastest-growing revenue streams over the next five years. First-party data means information collected directly from fans, such as ticketing, app, membership, or content behaviour. This reinforces why sports technology and its impact are increasingly important for rights holders and sponsors.
- Women’s Sport Is the Biggest Growth Opportunity – 65% of leaders selected women’s sport as the greatest growth opportunity for the industry. This supports the wider case for women’s sports sponsorship being treated as a strategic growth platform, not a side asset.
- Trust Is Now Commercial – The report introduces trust as a new force for change. For brands and rights holders, transparency, purpose, and integrity can directly influence fan loyalty, partner confidence, and long-term sponsorship value.
What Does This Mean for Sponsorship Value?
The report explains that sponsorship can’t rely on exposure alone as a value metric. Brands need evidence that a property understands its audience, can activate digitally, protects trust and creates relevant fan experiences. Rights holders that invest in data, content, women’s sport and next-generation engagement will be better placed to prove sponsorship value and build stronger commercial partnerships.
Need help Navigating Sponsorship Value?
If you’re considering using sponsorship within your business, want to identify the best properties to sponsor and their respective value, and would value evidence-based advice, Strive can help. Contact us for help constructing your portfolio in a way that optimises sponsorship value.
Frequently asked questions
What Is The Future of Sport 2024 Report?
Sponsorship value is moving beyond logo exposure and traditional reach. According to Deloitte’s The Future of Sport 2024 report, leaders expect digital products and data to be among the fastest-growing revenue streams over the next five years. For brands and rights holders, this means value will increasingly come from audience insight, digital engagement, content, trust and measurable fan relationships.
Why Should Sponsors and Rights Holders Invest More in Digital Capabilities?
Deloitte’s report found that 74% of leaders expect improved fan engagement to be the greatest benefit of improving digital capabilities. For sponsors, stronger digital and data capabilities can help improve targeting, activation, measurement and long-term sponsorship value.
How Can Sponsors Improve Sponsorship Value?
Sponsors can improve value by choosing properties that truly understand their audiences, build credible digital activations, engage fans meaningfully, and build long-term relevance. Sponsorship value should be looked at as more than logo exposure. Clear objectives (e.g. brand awareness, consideration, perception, and sales impact etc) need to be measured to evaluate effectiveness. Strive Sponsorship is an agency that is experienced in helping brands identify what to sponsor and how to measure whether the sponsorship is effective.
