Sports business insights on broadcast, streaming, sponsorship and tech - Insights - SportsPro

Why Athvance Capital is looking beyond sport’s trophy assets

SportsPro — Tue, 14 Jul 2026 10:44:31 +0000

Danny Menken, co-founder of Athvance Capital, explains why sport’s next value opportunity sits beyond elite rights holders, how evergreen capital aligns with founders, and why US institutions are backing Europe’s operator-led growth story.

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“It’s not that it doesn’t work”: Crux Football’s Bex Smith on why women’s soccer needs a new ownership model

Sam Carp — Mon, 06 Jul 2026 15:00:00 +0000

Women’s soccer in Europe has some of the world’s best players and most recognisable clubs. But, for Bex Smith, the numbers haven’t been adding up.

The post “It’s not that it doesn’t work”: Crux Football’s Bex Smith on why women’s soccer needs a new ownership model appeared first on SportsPro.

What the World Cup prediction-market boom tells us about the future of fan engagement

Blair Richardson — Mon, 06 Jul 2026 10:36:04 +0000

The surge in prediction markets during the World Cup points to a broader shift in fan behaviour, with rights holders increasingly challenged to turn passive audiences into active participants through prediction, gamification and first-party digital experiences.

The post What the World Cup prediction-market boom tells us about the future of fan engagement appeared first on SportsPro.

Netflix, Roblox and Football Manager: World Cup 2026 reveals the benefits and limitations of Fifa’s post-EA video game strategy

Steve McCaskill — Fri, 03 Jul 2026 16:06:27 +0000

Fifa and EA Sports used to launch World Cup video games together. Their strategies for this year’s tournament epitomise their divergent paths four years after the high-profile split and why Fifa may not challenge EA’s soccer supremacy any time soon.

The post Netflix, Roblox and Football Manager: World Cup 2026 reveals the benefits and limitations of Fifa’s post-EA video game strategy appeared first on SportsPro.

The business of the Tour de France: The curious commercialism of a national obsession and global spectacle

Josh Sim — Thu, 02 Jul 2026 16:46:34 +0000

The Tour de France has transformed from an icon of French culture into a global media property and is backed by one of the most unique business models in sport.

The post The business of the Tour de France: The curious commercialism of a national obsession and global spectacle appeared first on SportsPro.

The business of 26.2 miles: Inside marathon running’s commercial boom

Nick Winn — Wed, 01 Jul 2026 09:16:04 +0000

Marathon running has become one of sport's most valuable assets. Hans-Peter Zurbruegg, senior vice president of Active Lifestyle at Infront discusses how cities, sponsors and organisers are trying to sustain the boom.

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What does Comcast split mean for NBC, Sky and sports broadcasting in the UK and US?

Steve McCaskill — Tue, 30 Jun 2026 15:38:03 +0000

Comcast is dividing its communications and media businesses into two separate companies. SportsPro explains what this means for the future of sports broadcasting either side of the Atlantic and the industry as a whole.

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30 years of Opta: How a marketing exercise became the foundation of soccer’s AI future

Steve McCaskill — Mon, 29 Jun 2026 14:00:00 +0000

Three decades ago, an upstart management consultancy kickstarted a data revolution in English soccer. Now, Opta is at the forefront of an AI-driven transformation of how the sport is watched, played and understood.

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The business of Wimbledon: Careful modernisation of tennis tradition protects a unique commercial model

Josh Sim — Thu, 25 Jun 2026 14:30:00 +0000

Wimbledon's brand preservation over revenue maximisation has made it tennis's most prestigious event. Now it is seeking to modernise its facilities and broadcast coverage to maintain this position.

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Too many sports sponsorships are operating in a silo – here’s how to fix it

Adam Britton — Wed, 24 Jun 2026 07:49:26 +0000

Trunk's Adam Britton explains why the agency launched PartnerAmp and how the new offering will unlock better sponsorship results.

The post Too many sports sponsorships are operating in a silo – here’s how to fix it appeared first on SportsPro.

Why more training alone won’t advance women leaders

John Cairney and Sharon Hinton — Tue, 23 Jun 2026 16:00:00 +0000

When most organisations think about developing female leaders, they focus on skills, workshops and courses. But new research suggests the greatest value of women's leadership initiatives may have little to do with training at all.

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‘The most valuable real estate’: How the 2026 World Cup became a springboard for AI innovation

Steve McCaskill — Tue, 23 Jun 2026 14:01:00 +0000

Four years on from the launch of ChatGPT, the 2026 World Cup is the first edition of sport’s biggest event to truly integrate AI across the board, with Lenovo playing a major role. With intelligent technologies influencing everything from tournament broadcasts to referee systems, SportsPro breaks down how AI is transforming how the competition is operated and consumed by fans.

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‘It’s bigger than the world marathons combined’: How Hyrox is turning fitness into the world’s next mass participation sport

Josh Sim — Wed, 17 Jun 2026 16:32:12 +0000

With millions of athletes competing in events all over the world, the fitness organisation explains its commercial growth journey and the path towards becoming an Olympic sport by 2032.

The post ‘It’s bigger than the world marathons combined’: How Hyrox is turning fitness into the world’s next mass participation sport appeared first on SportsPro.

‘We relied on benevolent individuals’: Inside Prem Rugby’s plan to turn financial crisis into investment opportunity

Steve McCaskill — Tue, 16 Jun 2026 16:39:40 +0000

With radical changes set to take effect from next season, senior figures within Prem Rugby believe the game is now better positioned to grow.

The post ‘We relied on benevolent individuals’: Inside Prem Rugby’s plan to turn financial crisis into investment opportunity appeared first on SportsPro.

The participation premium: Why investors are backing specialist brands for sportswear’s next growth story

Akhilesh Agarwal and Peter Bullivant — Mon, 15 Jun 2026 23:40:14 +0000

As momentum around the sporting goods segment softens, public markets are still betting on the likes of Asics, On and Amer Sports to turn growing participation into repeat demand.

The post The participation premium: Why investors are backing specialist brands for sportswear’s next growth story appeared first on SportsPro.

How athletes are redefining modern sports fandom on TikTok

TikTok — Thu, 11 Jun 2026 09:19:17 +0000

TikTok makes the case that athletes have become media ecosystems in their own right, leveraging the platform's interest-led discovery engine to grow global fanbases, open up new revenue streams and seize control of their public narrative.

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The biggest sports production in history: How Fifa World Cup 2026 broadcasters will deliver the most complex tournament of all time

Josh Sim — Wed, 10 Jun 2026 14:34:02 +0000

The 2026 World Cup is unprecedented with 104 games and four time zones. SportsPro unpacks the differing approaches to production, distribution and consumption for the tournament.

The post The biggest sports production in history: How Fifa World Cup 2026 broadcasters will deliver the most complex tournament of all time appeared first on SportsPro.

Building the next Monaco: F1 signals intent to make Las Vegas its marquee race with extension until 2037

Cian Brittle — Tue, 09 Jun 2026 16:40:21 +0000

Following substantial investment and proven return across its first three years, the Las Vegas Grand Prix now has its sights set on becoming Formula One’s marquee race.

The post Building the next Monaco: F1 signals intent to make Las Vegas its marquee race with extension until 2037 appeared first on SportsPro.

The rise of the athlete-creator: why more sports stars are building their own YouTube channels

Robbie Spargo — Mon, 08 Jun 2026 15:39:28 +0000

More and more athletes are turning into YouTube creators. Little Dot Sport managing director Robbie Spargo explains how the shift is reshaping sports media from an audience and brand perspective.

The post The rise of the athlete-creator: why more sports stars are building their own YouTube channels appeared first on SportsPro.

Why the biggest World Cup ever could be the hardest for sponsors to get right

Sam Carp — Mon, 08 Jun 2026 14:00:00 +0000

The expansion of the World Cup to 48 teams promises sponsors more inventory, more engaged markets and more time in the spotlight. But it also creates more noise, more complexity and, in some cases, more activation costs.

The post Why the biggest World Cup ever could be the hardest for sponsors to get right appeared first on SportsPro.