PwC’s Global Sports Survey 2024 report surveyed 411 senior sports executives across 46 countries and found expected market growth of 7.3% over the next three to five years. The report is a valuable source of insight when creating a sports sponsorship strategy. Download the Global Sports Survey 2024 report here.
Global Sports Survey 2024 Report: Sponsorship Strategy Key Takeaways
- Growth Is Positive, But Uneven – Commercial and sponsorship rights are forecast to grow by 6.3%, while media rights growth is expected to slow. This suggests rights holders need broader revenue models and stronger commercial propositions, rather than relying only on broadcast income.
- Fan Data Is Becoming More Valuable – Changing fan preferences remain one of the top three forces shaping the industry. Sports organisations need a clearer view of fans across ticketing, membership, social media, merchandise and digital behaviour. This reinforces the value of using insight to identify partnership opportunities and in building sponsorship strategy.
- Women’s Sport Remains a Major Growth Area – 85% of experts forecast double-digit growth for women’s sports revenues over the next three to five years. Media coverage, partnerships and athlete storytelling are key growth drivers, supporting the wider case for women’s sports investment. Rights holders need to consider a sponsorship strategy of unbundling women’s rights and presenting them as a separate proposition.
- GenAI Is an Opportunity, But Strategy Is Lagging – Although 38% see content creation and distribution as a key use case, 59% of organisations do not yet have a GenAI strategy. This shows the gap between interest and practical implementation.
Why Sponsorship Strategy Matters
The report suggests sponsorship must become more data-led, creative and commercially accountable. Brands will expect clearer evidence of audience quality, fan behaviour and activation potential. For rights holders, the opportunity is to build partnerships around insight, women’s sport, digital content and measurable outcomes, not just logo exposure. A clear sponsorship strategy is key to leverage all of these insights.
Need help From a Sports Sponsorship Strategy Consultancy?
If you’re considering leveraging sponsorship and want to identify the best sports, audiences or properties to sponsor, and would value evidence-based advice from a sports sponsorship strategy consultancy, Strive can help. Contact us for an independent view built on insight and original thought.
Frequently asked questions
Is the Sports Industry Expected to Grow?
According to PwC’s Global Sports Survey 2024 report, senior sports executives expect 7.3% market growth over the next three to five years. For brands and rights holders, this suggests continued opportunity, but also a need to choose properties and partnerships carefully. A clear sponsorship strategy, developed by consultancies like Strive Sponsorship, will be evermore important as the complexity of the landscape shifts.
Why Is Women’s Sport Important for The Future of Sports Sponsorship?
Women’s sport is important for rights holders because it offers audience growth, media momentum and long-term commercial potential. PwC’s report found that 85% of experts forecast double-digit growth for women’s sports revenues over the next three to five years. For sponsors, this shows why women’s sport should be assessed as a serious growth platform. However be wary to navigate rights fees that are outstripping audience scale at the moment.
What Role Does GenAI Play in Sports Sponsorship?
GenAI can help sports organisations create content, personalise fan communication, and improve commercial efficiency. However, PwC’s report found that 59% of organisations do not yet have a GenAI strategy. For sponsors and rights holders, the opportunity is to use technology in a way that improves fan engagement and sponsorship value.
What Does a Sports Sponsorship Consultancy Do?
A sports sponsorship consultancy can help brands develop a sponsorship strategy to help determine what to sponsor and how to make the partnership work. Audience research, creative platform development, activation ideas, measurement frameworks, and partner management are all key elements. Leading consultancies, like Strive Sponsorship, provide robust advice to both potential sponsors and rights holders.
