• In March 2025, Sportradar secured a strategic purchase of IMG Arena, including its global sports-betting rights portfolio. The acquisition covers over 39,000 events across tennis, soccer, basketball and golf, strengthening Sportradar’s position as a premier content provider in the betting ecosystem.

• In July 2025, billionaire Mark Walter finalized a historic 10 billion purchase of the Los Angeles Lakers, signaling the continued surge in franchise valuations driven by lucrative media deals.

In this report, the Sports Market has been segmented by Type, Revenue Source, Ownership, and Geography.

Sports Market, Segmentation by Type

The Sports Market has been segmented by Type into Participatory Sports and Spectator Sports.

Participatory Sports:

This category includes sports in which individuals actively participate, such as running, cycling, and swimming. These sports have witnessed a significant rise in engagement, particularly among recreational participants. It is estimated that 47% of the global population participates in some form of physical activity or recreational sport, contributing to the growth of fitness-related products and services.

Spectator Sports:

These are sports enjoyed by viewers rather than participants. Popular forms of spectator sports include football, basketball, and tennis. This segment continues to dominate the global sports market, with 53% of global sports-related revenue coming from broadcasting rights, ticket sales, and merchandise associated with spectator events. The increasing popularity of digital streaming and online broadcasting is further propelling growth in this segment.

Sports Market, Segmentation by Revenue Source

The Sports Market has been segmented by Revenue Source into Media Rights, Merchandising, Tickets and Sponsorship.

Media Rights

This segment accounts for a significant portion of sports revenue, with 56% of sports income being generated through the sale of media rights for broadcasting and digital content. The growing demand for live-streaming sports events has led to an increased revenue stream from both traditional TV networks and online platforms.

Merchandising

The sale of merchandise related to sports teams and events is another substantial revenue source. It is estimated that 22% of sports revenue comes from merchandise sales, including apparel, equipment, and memorabilia. The rise in sports fan engagement through social media has also boosted merchandising efforts.

Tickets

Ticket sales are a major contributor to sports revenue, especially for live events such as football matches, basketball games, and tournaments. Approximately 15% of global sports revenue is derived from ticket sales, with premium seating options and VIP packages increasing their importance in the revenue model.

Sponsorship

Corporate sponsorships are essential for funding sports teams, events, and individual athletes. Sponsorship deals contribute about 7% to the sports market's overall revenue, with brands eager to align themselves with popular sports personalities and large-scale events to boost their visibility.

Sports Market, Segmentation by Ownership

The Sports Market has been segmented by Ownership into Chained and Standalone.

Chained

The chained segment refers to sports organizations, leagues, or venues that are part of a larger network or franchise. These entities benefit from a unified brand, shared resources, and operational efficiency. Chained sports entities account for approximately 65% of the sports market, with large franchise operations contributing significantly to their revenue through centralized management and marketing.

Standalone

Standalone sports organizations or events operate independently, without being part of a larger chain or franchise. This segment represents a smaller portion of the market, contributing around 35% of sports revenue. While standalone entities may have more flexibility and autonomy, they often face challenges in terms of resources and scaling their operations compared to chained counterparts.

Sports Market, Segmentation by Geography

In this report, the Sports Market has been segmented by Geography into five regions; North America, Europe, Asia Pacific, Middle East and Africa and Latin America.

Sports Market Share (%), by Geographical Region

North America

The North American market is one of the largest for sports, contributing approximately 40% of sports revenue. Major events such as the Super Bowl, NBA, and NHL games, along with a high level of sports engagement, continue to drive growth in this region.

Europe

Europe is a significant hub for various popular sports such as soccer, rugby, and tennis. The European sports market accounts for 30% of the sports revenue. The region's long-standing sports culture and massive fan following for clubs and leagues such as the English Premier League are major factors in this dominance.

Asia Pacific

The Asia Pacific region, known for its large population and growing interest in sports, represents 15% of the sports market. The increasing popularity of cricket, basketball, and the rise of e-sports has led to a boost in sports viewership and engagement in this region.

Middle East and Africa

The Middle East and Africa region accounts for about 8% of the sports market. Despite relatively lower market share compared to other regions, the growing investment in sports infrastructure, particularly in the Middle East, is set to drive future market expansion.

Latin America

Latin America contributes around 7% to the sports market. Football remains the dominant sport, with immense fan bases in countries like Brazil and Argentina. Regional sports events and emerging sponsorship deals are gradually boosting market opportunities in this region.

This report provides an in depth analysis of various factors that impact the dynamics of Sports Market. These factors include; Market Drivers, Restraints and Opportunities Analysis.

Drivers, Restraints and Opportunities Analysis

Drivers

• Boom in sports broadcasting and streaming
• Rise in grassroots and community participation
• Growing investment in sports infrastructure

• Surge in sports tourism and events - The growing trend of sports tourism and large-scale events is playing a pivotal role in the expansion of the sports market. Fans are increasingly willing to travel both domestically and internationally to attend high-profile tournaments, championships, and special exhibitions. This surge in travel demand is boosting revenue streams not only for event organizers but also for hotels, airlines, local vendors, and tourism boards. Events such as the FIFA World Cup, the Olympics, and even regional marathons attract participants and spectators from around the globe, transforming sports into a significant driver of destination-based economic activity.

  Governments and private developers are recognizing the potential of this trend and are investing in infrastructure upgrades and smart stadium technologies to host globally recognized sporting events. These improvements increase venue capacity, safety, and the overall fan experience, encouraging return visits and long-term tourism growth. Sporting events now go beyond the game itself, offering fan zones, entertainment hubs, cultural showcases, and culinary experiences—all contributing to an enhanced travel package that integrates sport with leisure and local engagement.

  Social media and digital platforms also fuel this driver, as fans share travel content, game-day photos, and stadium experiences online, promoting destinations and events organically. This digital visibility amplifies marketing efforts and fosters a global fanbase. As long as fans continue to value the experience of live attendance, the intersection of sports and tourism will remain a powerful engine driving the growth of the global sports industry.

Restraints

• Athlete injury risks affecting participation
• High ticket prices limiting audience reach
• Doping scandals harming brand reputation

• Infrastructure constraints in emerging regions - Infrastructure limitations in emerging regions present a significant restraint in the development of the sports market. While enthusiasm for sports is strong in many developing countries, inadequate or aging facilities limit opportunities for both athletes and spectators. Poorly maintained stadiums, lack of multipurpose sports complexes, and insufficient training grounds hinder talent development and discourage organizers from hosting major events in these areas. The result is a widening gap between regions with world-class infrastructure and those that remain underdeveloped.

  In many cases, local governments face budget constraints that delay necessary upgrades or new construction. Without proper investment, aspiring athletes may not have access to professional coaching, competitive environments, or medical support, which negatively impacts performance and international competitiveness.

  Private investors are often reluctant to fund sports venues in emerging areas due to concerns about return on investment, regulatory barriers, and limited commercial sponsorship. This restricts the potential for public-private partnerships, which are crucial to financing sustainable and modern sporting spaces. As a result, some regions are excluded from the economic and social benefits that sports can deliver, from job creation to community development.

  Efforts to bridge this gap require coordinated planning and commitment at multiple levels—from national policies to grassroots initiatives. Without significant attention to developing infrastructure in underserved markets, the global sports ecosystem risks becoming unbalanced, where only select regions enjoy the full advantages of sports as a cultural, economic, and entertainment force. Addressing these disparities is essential to ensuring more inclusive and equitable market growth.

Opportunitie

• Adoption of e-sports and fantasy gaming
• Partnerships with fitness and wellness sectors
• Development of adaptive and inclusive sports

• Monetization via digital fan engagement platforms - The emergence of digital fan engagement platforms offers a major opportunity for expansion in the sports market. As sports enthusiasts increasingly interact with content online, organizations are investing in apps, streaming services, and social channels to maintain real-time engagement with their fan base. These platforms allow fans to access exclusive content, track player stats, participate in polls, and join virtual watch parties, all of which contribute to a more immersive and personalized sports experience.

  Interactive digital ecosystems also open new revenue streams through monetization features such as in-app purchases, subscription models, NFT collectibles, and virtual merchandise. Sports clubs and promoters can leverage these tools to create value beyond physical attendance, offering fans around the world the opportunity to stay connected to their teams no matter where they are. The increased accessibility also enables small clubs and leagues to build niche but loyal followings through consistent online presence and tailored fan content.

  Fan engagement platforms are also critical for capturing valuable user data, which can be analyzed to refine marketing campaigns, boost merchandise sales, and enhance event planning. Insights drawn from engagement metrics help organizations understand audience preferences, allowing them to deliver content and promotions that resonate on a personal level. This data-driven approach enhances fan satisfaction while supporting strategic decision-making.

  With the rise of mobile-first consumption, especially among Gen Z and millennial audiences, these digital tools are becoming indispensable for sports brands looking to future-proof their business. As technologies like augmented reality, virtual reality, and real-time stats integration evolve, the potential to create hybrid physical-digital fan experiences grows exponentially. Capitalizing on this opportunity will allow the sports market to expand its footprint, deepen audience loyalty, and unlock long-term growth through innovative engagement models.

Key players in Sports Market include:

• Nike, Inc.
• Adidas AG
• Under Armour, Inc
• Puma SE
• The Coca-Cola Company (sponsorship)
• PepsiCo, Inc. (sponsorship)
• ESPN (media rights)
• Fox Sports (media rights)
• NBC Sports Group (media rights)
• DICK'S Sporting Goods, Inc

In this report, the profile of each market player provides following information:

• Company Overview and Product Portfolio
• Market Share Analysis
• Key Developments
• Financial Overview
• Strategies
• Company SWOT Analysis