【运动市场报告】德勤+2023运动产业趋势展望.docx

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1、2023sportsindustryoutlookContentsThevirtualizationofsports:Fromnoveltytoutility4Tacklingrisksinamaturingsportsbettingmarket5Privateequityandsports:Teamingforthelongterm6Thenextwinforwomen,sprofessionalsports7Newpossibilitiesfromtheprofessionalizationofcollegeathletics8Signpostsforthefuture9AboutDelo

2、itte,soutlooksDeloitte,s2023outlookforthesportsindustryseekstoidentifythestrategicissuessportsorganizationsshouldconsiderinthecomingyearandtheirimpacts,aswellascriticalquestionstoaskandkeyactionstotake.Thegoalistoequipsportsorganizationswiththeinformationtheyneedtohelppositionthemselvesforastrong,re

3、silientfuture.ExecutivesummaryInthisglobalgoldenageofsports,2023isexpectedtobringorganizationsandathletesmorechancesthanevertodeeplyconnectwiththeirfans.ThisincludesengagingthroughsomeimportantinternationaleventsliketheCricketWorldCup(India),RugbyWorldCup(France),andtheFIFAWomensWorldCup(Australiaan

4、dNewZealand).Thisyearwillalsoseenewmediadealsandmoreinnovationsfromstreamingprovidersastheirinfluencegrows.Inachallengingeconomicenvironment,sportswilllikelystillbeseenasanattractiveoptionforinvestment,withinvestorsendeavoringtotakearesponsibleandsustainableapproach.Technologywillcontinuetoinfuseeve

5、ryaspectofsports,empoweringathletesandcreatingamoreimmersiveexperienceforfansatliveeventsandathome.Ingeneral,2023willbeaboutmakingthemostofthesenear-termopportunitieswhilemanagingassiatedriskswiththelongerterminmind.Hereisour2023outlkinbrief: Theblendingofphysicalanddigitalexperienceswillmovefrompro

6、vingconceptstocreatingnewfunctionalityandbetterexperiences. Withthepossibilityofnewsportsbettingrestrictionsemergingaroundtheworld,therewillbeagreateremphasisonriskmanagementandresponsibilityastheindustryseeksmoregrowthandprofitability. Interestandinvolvementbyprivateequityinvestmentinsportswillcont

7、inuetogrow.Howwillsportsorganizationsrespondtonewtypesofinvestorsandtheirexpectations?Howwillinvestorsactduringapotentialeconomicdownturn? Afterabreakthroughyear,womensprofessionalsportsareinastrongpositiontofurtheradvancein2023,butadditionalworkisnecessarytoimproveawareness,expandsponsorship,andgro

8、wmediarightsvaluationsandinvestment. CollegeathleticsintheUnitedStatesareundergoingunparalleledchange.Itwillbeachallengetobalancetheextraordinaryopportunitywithresponsibilitytostudent-athletes,schls,fans,partners,andalumni.Thevirtualizationofsports:FromnoveltytoutilityTheuseofdigitalassetssuchasnon-

9、fungibletokens(NFTs)1fantokens,andblockchain-enabledticketsareevolvingforsports.Manymajorsportsorganizationsaosstheworldareworkingwithpartnerstobuildmarketsintheseareas.Simpledigitalllectibles,originallyseenascuriosities,arebecomingadvanceddigitalassetsthatcanbeusedtoimprovefanengagementandloyaltyan

10、dcreatenewbusinessmodelsandevenmorenewrevenuestreams.Inthecomingyear,expecttoseemajorstridesfortheseassets.ThebroaderNFTmarkethassoftened,withoverallsalesandactivityseeingasignificantdeclinein2022.1However,thesportsmarketnaturallylendsitselftothellectorsmindsetandathletes,teams,andleaguesarecontinui

11、ngtolookathowtobestleveragetheseassetstodrivefanengagement.Manyleaguesandorganizationshaveformedpartnershipsinthisspace,somewithmultipletechnologyandentertainmentcompanies,fordifferentproducts.SorarehaspartneredwiththeNationalBasketballAssociation(NBA),MajorLeagueBaseballMLB),MajorLeagueSoccer(MLS),

12、Bundesliga,LaLiga,andotherftball(socr)leaguesfortheirNFT-basedfantasygames.2FIFAlaunchedFIFA+CollectwithpartnerAlgorandtoprovideaplatformforWorldCup-relateddigitalllectibles.3TheNationalFtballLeague(NFL)isworkingwithMythicalGamesonNFLRivals,ablockchain-basedmobilegame;TicketmasteronmmemorativeNFTtic

13、kets;DraftKingsonReignmakers,anNFT-basedfantasysportsgame;andDapperLabsonNFLAllDay,anNFTmarketplace.4Digitalllectibles,andtheirpotentialasaninvestment,arenotlikelytodrivethismarketaloneinthelongterm.TheshifttowardNFTsthatcanprovideadditionalutility,functionality,orredeemabilitytotheownerwillbeimpera

14、tive.ThisukjincludeNFTticketing,whichisbeginningtoseeuseformusicconcertsandisbeingdiscussedforinternationalsportingevents.5NFTticketingcanreducefraud,increasetransferability,andestablishaliveandeternallinkbetweenissuerandowner.Italsohasthepotentialtodrivenewsourcesofrevenueforsportsorganizationsthro

15、ughsendarysales.Thekeyistonotjustreplacesomethingphysicalwithsomethingdigital,buttonnectandleveragethetwotocreatenewvalue.NFTticketscouldunlockuniquebenefitsforfans,likeaccesstorealandvirtualeventswithathletes,privilegesinvenues,votingonteamdbdecisions,andexclusiveaccesstouniquemerchandise.NFTsinspo

16、rtswillneedtoovercomesomebarriersandquicklytoprogressrapidly.Formanyfans,thebarrierstoentrycanseemhigh,mainlybecauseofagenerallackofunderstandingofwhatNFTsareandhowtheywork.Therearealsoworriesaboutrisksandimmaturityinthemarketandthesustainabilityoftheservices.6Sportsorganizationsandtheirtechnologypa

17、rtnersshouldnsidermakingitaseasyaspossiblefortheaveragefantosetupawalletandpurchasedigitalassets.Thesechallengeswilllikelyhavetobeaddressedifsportsorganizationswantnewrevenuesources,betterfanengagement,andmoreknowledgeoftheiraudience.Strategicquestionstoconsider:,ShouldsportsorganizationsbasetheirNF

18、Tstrategyonspecificbenefits,orbroadutilityforfans?Whichapproachismostlikelytodriverapidgrowthforthemarket? Howcantheseofferingsdrivefanloyaltyindifferentwaysthantraditionalactivities? Howcansportsorganizationsencourageinnovationandinteroperabilityacrossdisparateplatforms?,Howcanexistingserviceprovid

19、ersinnovatefastenoughtokeepup,specificallyinticketingandloyalty?TacklingrisksinamaturingsportsbettingmarketAlthoughsportsbettinghasbeenlegalinsomeuntriesformorethanadecade,theUnitedStatesisarelativenewcomer,havingonlyopenedthedrmorebroadlytolegalizationin2018.Injustafewshortyears,theUSmarkethasseenr

20、apidgrowth,withsometypeofsportsbettinglegalandactivein31statesandmorethanUS$42billionofbetsplacedinthefirsthalfof2022.7Alotofpositiveattentionhasbeengiventotheincreasedenomicopportunityandfanengagementthatsportsbettingcanbring.However,itisalsoimportanttoreflectonrelatedsocietalissues,includingthepot

21、entialforcorruption,illegalbetting,issueswithaddiction,andfinancialcrimeAstheUSmarketmaturesandevolves,activelyfosteringahealthycustomerbaseandaresponsibleindustryshouldbeencouraged.Howareothercountries,weresportsbettinghasbeenaroundmuchlonger,dealingwiththeseissues?Recenteffortshavencentratedonadve

22、rtising,especiallyadstargetedtominorsandyoungergamblers.Somecountriesareaddingadditionalrestrictionstorrentlawsandregulationsthatdictatewhenandwheresportsbettingadvertisingcanbeseen.Italybannedallgamblingadsin2018aspartofitsDignityDecree.9Belgiumisworkingtowardbanningalmostallgamblingadvertisements.

23、10IntheUnitedKingdom,theCommitteeforAdvertisingPracticeshasputforwardnewrulesthatprohibitanysportsbettingadvertisingwithastrongappeartoyoungpeople,evenifmeantforadults.11InAustralia,asof2023,allsportsbettingadvertisingwillhavetousearotatinglistofsevenverycandidtaglinestodiscourageproblemgamblers.12T

24、heUnitedStatescouldpotentiallyadoptsomeoftheseadvertisingpracticesinthefuture.Currently,statesandtheindustryaredrivingawideassortmentofriskmitigationeffortsaroundpubliceducation,employeetraining,advertisingrestriction,availabilityofproblemgamblingresources,andcollaborationandresearch.3Willevenbroade

25、rapproachesbetaken?Forexample,amicrobettingoperatorrecentlybannedtheuseofcreditcardsonitsproductsandsetadepositlimitforcustomersages21to25.14Promotionalindumentshavebeenbarredinsomeuntries,andthereisaproposalinSwedentoexpanddatasharingtobetteridentifyproblemgamblers.5Itisimportanttomanagepotentialri

26、sksinthisspace,andtheUnitedStatesmaybeabletolearnfromuntrieswithmoreexperience.Withncemsoveranenomicdownturnin2023andagreaterfocusonprofitability,bettingoperatorsshouldnotlosesightofprotectingandsupportingtheircustomers.Howcanbettingoperatorsworkproactivelytobestensurethelong-termhealthofbothpeoplea

27、ndtheindustry?Strategicquestionstoconsider: Whatisthebestmodeltodelivertherightbalanceofeconomicopportunityandadequatensumerprotection? Howcanoperatorsbestfocusoncustomeracquisitionandretentionwhilefacingthepotentialfortighterregulationsaroundmarketingandadvertising? Willincreasedadvertisingcurbsbee

28、ffectiveindiscouragingunderageandproblemgamblers? Willtherebeanincreaseincollaborationbetweencountriesandtheestablishmentofglobalstandardstoaddresssocietalissues?Privateequityandsports:TeamingforthelongtermPrivateequity(PE)hastakenanincreasinglyactiveroleinsportsoverthepastfewyearswithfirmsestablish

29、ingfundsandnewentitiesbeingcreatedtoinvestsolelyinsports.Theyarebuyingsharesofteams,leagues,andbroadcastrights.NearlyUS$60billioninprivateequitywasinvestedinsportsin2021andmorethanUS$30billionin2022throughAugust.6InEurope,therulesarefairlyrelaxedforPEinvolvement.IntheUnitedStates,theNFLdoesntcurrent

30、lyallowPEfirmstoinvest,buttheNBA,MLB,NationalHockeyLeague(NHL),andMLShaveencouragedit,withguardrails.Thesecanincludesettingminimuminvestmentlevels,controllingtheindividualandtotalpercentagesthatPEfirmsandotherinstitutionalinvestorscanown,andlimitingthenumberofteamsasinglefirmcaninvestin.17Sowhyallth

31、einterest?PEfirmsseegrowththroughtheincreasingvalueofmediarights,newsportsbettingmarkets,andforsomeleagues,possibleglobalexpansion.18Finally,PEfirmswantreliablerevenuestreamsandsolidreturnoninvestmentandintheUnitedStates,majorsportsleaguesgenerallyhaveahigherrateofreturnthantheS&P500,withsomeleagues

32、significantlyhigher.19NotablerecentdealsinEuropeanftballshowjusthowdeepPEinvolvementhasbecome.ChelseaFtballClubwasacquiredbyansortium,ledbyToddBoehly,chairmanandCEOofEldridge,andClearlakeCapital,forUS$5.3billion.20RedBirdCapitalPartnerspurchasedACMilanfor1.2billion.21Inadistinctivedeal,CVCCapitalpai

33、d2billionforashareofthemediarightsrevenueofLaLigaforthenext50years.22Andtheactionisntjustinblockbusterdeals:SomePEfirmsseemoreupsideinsmallerteamsandleagues,likesecond-andthird-divisionEuropeanfootballteams,Indiancricketteams,andrugbyteamsandcompetitions.23PE,sentrenchmentinthesportinglandscapebring

34、spotentialissuestowatchoutforalongwithnewareasofopportunity.Someofthesedealshavesparkedpushback.24Fansmayworrythatinvestorsuldputprofitabovewinning,andathletesmayaskwhetherinvestorshavetheirbestinterestsatheart.Ifeconomictimesgettoughforteamsandleagues,willinvestorstrytoexertmorecontroltoprotectthei

35、rinvestment,tothedetrimentofcompetitiveness?Therearealsoriskstyinginvestmenttoon-fieldperformance.Forexample,investorsinsend-tierEuropeanfootballclubsmayuntonreapingsignificantfinancialbenefitsfromgettingpromotedtotopleagues.Foropportunities,expecttoseemoreattentionpaidtosupportingareasforthesportsi

36、ndustrydigitalexperiences,athleteperformance,dataandanalytics,andsportsbetting.Alsoexpecttoseeanevenwidervarietyofinstitutionalinvestorsgettinginvolvedinsports,includingsovereignwealthfunds.25Strategicquestionstoconsider: Whathappenswhenthemarketbecomessaturatedandtherearefewereasydealstomake? Whata

37、retheconsequencesforsportsorganizations,players,andfansofasmallerpoolofinternnectedglobalowners?,WillPEinterestdrivemoreleaguestolookatexpansion?,Howwillorganizationsrespondtotheexpectationsthatcomewithoutsideinvestment?Thenextwinforwomen,sprofessionalsportsWomensprofessionalsportshadarecord-breakin

38、gyearin2022.ThelevelsOfinterest,attendance,viewership,mediaverage,andinvestmenthaveneverbeenhigher.Attendancererdswerebrokenaroundtheworld.Morethan90,000attendedamatchbetweenBarcelonaandRealMadridintheUEFAWomensChampionsLeague126TheWomensRugbyWorldCupsetarecordinNewZealand,sellingoutEdenParkforitsop

39、ener.27The2022WomensEuropeanChampionshipreportedmorethan360milliontotalviewersforitstournament.23IntheUnitedStates,theNationalWomensSoccerLeague(NWSL)hadalmost1millionviewersforitsfirstchampionshipgameinprimetime,andtheWomensNationalBasketballAssociation(WNBA)sawitsregular-seasonviewershiphititshigh

40、estpointin14years.29Womensprofessionalsportsarepositionedtoadvancefurtherin2023.TicketsalesfortheFIFAWomensWorldCup,scheduledtoplayoutinAustraliaandNewZealandinJulyandAugust,arealreadysurpassingexpectations.30ThelaunchofthenewUEFAWomensNationsLeagueaftertheWorldCupwillOfferachanceforevenmoreexposure

41、.31Yet,despiteallthislaudablemomentum,womensprofessionalsportsstillgetsignificantlylessattention,investment,andsponsorshipthanmenssports.Whatwillittaketodrivewomensleaguestothenextlevel?Howcanthecycleofinvestment,promotion,excitement,andengagementgetsupercharged?Overthenextfewyears,somecriticalareas

42、canhelpcatalyzefurthergrowth.ThemediarightsdealsfortheNWSLandWNBAareexpiringsoontheNWSLin2023andtheWNBAin2025.Bothleaguesarelkingforsignificantincreasesandwilllooktoacombinationoflinearandstreamingproviderstomaximizetheirreachanddiscoverability.32Thesedealsshouldprovidepropervaluations,favorablebroa

43、dcastingwindows,strongproduction,andsubstantialmarketingtohelpdriveawareness.TheleaguescouldlearnfromFIFAsrecentchallengeswithmediampaniesunderbiddingrightsfortheWomensWorldCup.33Womensleagueshavemanyotheropportunitiesbeyondmediarightstodrivefuturesuccess.Althoughinnovativeapproachesarebeingtakentos

44、ponsorwomenssports,mainstreamawarenessofsponsorsisstilllow.AsurveyofUSsportsfansrevealedthat74%couldntnameanysponsorofwomenssportsleagues.34TherearesimilargapsreportedintheUnitedKingdom.35Additionally,thesmartexpansionofleaguescouldhelpgrowtalentpoolsandtapnewmarkets.AssportsbettingmaturesintheUnite

45、dStates,operatorsldprovidemorebettingoptionsforwomensleagues,potentiallydrivingincreasedinterest.Finally,therearemorefemaleinvestorsandformerathletesgettinginvolvedinownership.Theresultcouldbeachancetodothingsdifferentlywithathleterepresentation,fanandmmunityengagement,andinvestment.36Strategicquest

46、ionstoconsider:,Whatarethebestwaysforwomensleaguestoseizeuponcurrentmomentumtogrowbeyondcorefanbases? Withmediarightsinplay,whatisthebestmixofentertainmentchannelsthatwilldrivethemostawarenessandengagement? Howcantheexcitementandattentionfromnationalteameventstranslatetomoreconsistentsupportforprofe

47、ssionaldomesticleaguesandclubs? Howcanmoreglobalcollaborationbetweenwomensprofessionalteamsandorganizationshelp?NewpossibilitiesfromtheprofessionalizationofcollegeathleticsOverthepastfewyears,therehavebeendramaticshiftsandanoverallreshapingoftheUScollegeathleticslandscape.Manyofthesechangeshavebeens

48、parkedbyacceleratingrevenuegrowthincollegefootball.Since2021,athleteshavebeenallowedtoprofitfromtheirname,image,andlikeness(NIL),andsomehavesecureddealsinexcessofUS$1million.37Therealignmentofathleticnferences,highlightedbyTexasandOklahomasimpendingmovetotheSoutheasternConference(SEC)in2025andUSCandUCLAsproposedmovetotheBig10in2024,hasdisruptedhistoricalprecedents.TheCollegeFootballPlayoffplanstoexpandto12teamsstartingwiththe2024-25season.38MoremoneywillflowintoconferencesthroughnewsportsrightsdealsfortheBig10(sevenyears,appro