Latest news with #sportsindustry
Forbes
08-08-2025
- Business
- Forbes
What Esports Can Teach Sports Executives About Fan Engagement
Jennifer Acree, founder and CEO of JSA+Partners, a strategic comms firm working with consumer tech, digital media and gaming companies. As the sports industry ages, so too does its audience. For the first time in decades, traditional sports face real competition for the next generation of fans, many of whom are trading physical arenas for virtual ones. While previous generations grew up watching teams on cable TV and attending hometown games, Gen-Z and Gen Alpha growing up in an always-on digital world; they're far more likely to stream content, play games or interact with creators than tune in to a scheduled TV broadcast. Therefore, to stay relevant, sports executives must understand and adapt to the digital ecosystems where young fans already live—and where esports is leading the way. Why Esports Is Winning the Attention Game While traditional sports grapple with an aging fan base and declining engagement among younger viewers, esports is charting a different path, one that's actively capturing the attention and loyalty of younger generations. Far from being a niche, the digital-first world of esports has become a mainstream, global force. In 2025, its audience is expected to surpass 640 million people, nearly half under 35. Esports isn't just keeping pace with shifting consumer behavior—it's thriving because of it. To win the next generation of fans, I believe leagues need to move beyond marketing to passive spectators and start cultivating active, engaged communities. Here's how esports has already cracked the code, and what traditional sports leaders can learn from it. Stop Selling Broadcasts, Start Building Audiences For decades, the business of sports was built on a simple model: Deliver a high-demand live event and sell exclusive broadcast rights. This "walled garden" approach made billions, but it's out of sync with a modern audience that expects free, on-demand and omnipresent access. Esports flips this model on its head. Instead of monetizing the broadcast, it uses the broadcast as a marketing tool to build a massive, global community. That community becomes the primary asset—whether monetized through sponsorships or as the foundation of a thriving player base. These fans have the potential to convert better and spend more. But unlocking that value requires treating them as participants, not just viewers. Build Global Communities, Not Just Fly-In Events The traditional approach to international expansion has often been a "fly-in, fly-out" model: hosting a single, high-profile game in a city like London or Mexico City. While these events generate buzz, they often fail to build sustainable fandom. The Buffalo Bills' six-year experiment in Toronto, which ended with dwindling attendance, is a perfect example. A single game is an event; a year-round presence is a community. Esports organizations understand this intuitively. Most fans will never attend a live event, so the focus is on rich, interactive digital experiences that foster a sense of belonging. When a live event like the League of Legends World Championship happens, it's a pilgrimage. Companies like Electronic Arts (EA), a JSA+Partners client, build multi-day "Fan Fests" that are immersive carnivals celebrating game culture, complete with cosplay, creator panels, merch drops and interactive booths. Their recent championship in Sapporo, Japan, transformed the city into an Apex Legends celebration designed to deepen fan identity, even for those watching from home. Integrate, Don't Interrupt Digital-native audiences have an overwhelming aversion to traditional advertising. In fact, 99% of Gen-Z consumers will skip an ad if given the option, and nearly two-thirds use ad blockers. Today's young fans demand authenticity and meaningful value, not interruptions. I encourage brands and leagues to move beyond slap-on logos and push for integrated partnerships that genuinely enhance the fan experience. Again, esports offers a blueprint. In 2019, Louis Vuitton partnered with the League of Legends World Championship, designing a bespoke trophy case and exclusive in-game digital skins. These weren't ads, they were desirable digital products. The partnership added value for fans while giving Louis Vuitton an authentic path to a young, global audience. The NBA 2K League provides another example. Though its viewership is smaller than top esports titles, it converts exceptionally well. Fans are twice as likely to purchase tickets to live NBA games and five times more likely to subscribe to NBA League Pass. In other words, it's a marketing engine that builds high-value customers for the core NBA product. How To Put The Digital Playbook Into Action So, how do traditional sports organizations apply these lessons? Here are three practical ways to bring the esports playbook to life: Identify a high-potential international market and partner with three to five trusted creators who can co-stream select live games to their communities. This expands reach more cost-effectively than traditional media buys. While traditional sports are already experimenting successfully with this approach (e.g., NFL's ManningCast, which offers alternative, conversational commentary alongside live games, and The Chat, where NBA star Jimmy Butler hosts intimate group chats during live sports games), building on these proven experiments can help leagues deepen fan engagement and grow in new markets. To build lasting connections, sports organizations must show up where fans already spend time—whether that's Reddit, TikTok, Discord, Roblox or Fortnite. It's not enough to be present in local neighborhoods; teams must be culturally fluent in digital spaces too. By equipping online fan communities with exclusive content, creative tools and real access, teams can foster organic, grassroots movements that scale authentically. When fans feel empowered, they become the best evangelists for your brand. In your next major sponsorship negotiation, move beyond logo placement. Mandate that your partner collaborates on an activation that provides tangible value to fans, such as a sponsored in-app predictive game or exclusive digital collectibles. The future of sports fandom is digital, immersive and community-driven. Sports that embrace this reality won't just survive; they'll dominate the next generation of global sports entertainment. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Telegraph
08-07-2025
- Business
- Telegraph
‘Sports Business Awards is a major fixture in the sports calendar'
Telegraph Media Group is delighted to extend its partnership with the Sports Business Awards, celebrating the exceptional behind-the-scenes work across the sporting landscape. The 2025 Awards recognise and reward achievement by those who support excellence across the sporting sector – with categories to champion the best innovators, strategists, marketers, community and fan engagement experts and more. The event has grown significantly over the past nine years with over 650 senior industry professionals now attending the annual ceremony, all there to salute those who make sporting achievement possible. This year the Sports Business Awards will return to Old Billingsgate in London on November 21 to celebrate the best in the business, proudly sponsored by Heineken and leading law firm Gateley. Since launching in 2017 the event has grown into one of the industry's most respected and highly anticipated celebrations. 'The Sports Business Awards have evolved dramatically since its inception,' said founder Rory Ross Russell. 'What started as a modest initiative has become a major fixture in the sporting calendar, bringing together some of the most influential names in the industry to celebrate the incredible work that often goes unseen.' Last year the legendary Olympic decathlon champion Daley Thompson was just one of the big sporting names to pick up a prize, winning in the Most Successful Sports Broadcast Category courtesy of Daley: Olympic Superstar, a documentary about his career produced by the Mob Film Company. And recognition at the Sports Business Awards has been pivotal for many other past winners. In 2024, Community Integrated Care won Best Sports Community Scheme - Rights Holders/Brands/Charities for their Learning Disability Super League in association with Rugby Football League, RL Commercial and Sport England. John Hughes, Community Integrated Care's director of partnerships and communities, described it as "transformational". "It's attracted powerful partnerships that help us tackle inequalities for disabled communities through sport," he said. James Bulley, chief executive of global consultancy Trivandi – twice winners of Best Professional Services – added: 'Winning for the last two years has showcased our credibility as a trusted leader, whilst opening doors to new opportunities.' For Sporting Giants, last year's winners of Best Business Serving Sport (under £3m turnover), the award has helped build new business. 'It's really put us on the map,' said co-founder Dan Reading. Claire Grieves of England Golf called its Sports Innovation Award win for iGolf 'a momentous moment' and 'a proud validation of our efforts to support and empower a thriving and inclusive golfing community.' With shortlists to be announced on 30 July – including Best Fan Engagement Programme, Sustainability in Sport, Sponsorship or Partnership of the Year and Best Supporter of Women's Sport – the 2025 event will again shine a well-deserved spotlight on the brilliant people and innovative projects quietly transforming the business of sport. The expert judging panel comprises an impressive line-up of heads from various sports governing bodies and other leading figures in sport. Each judge will score entries independently, with winners determined by the average marks.
Entrepreneur
01-07-2025
- Business
- Entrepreneur
Virat Kohli Invests INR 40 Cr in Agilitas Sports to Fuel Sporting Goods Expansion
The company recently strengthened its manufacturing base by acquiring Mochiko Shoes, a key supplier for brands like Adidas, Puma, New Balance, and Skechers. You're reading Entrepreneur India, an international franchise of Entrepreneur Media. Indian cricket icon Virat Kohli has acquired a 1.94% stake in Bengaluru-based Agilitas Sports, investing INR 40 crore (~USD 4.7 million) in a strategic move that strengthens his expanding business portfolio. The funds were raised through the allotment of 3,61,611 Class 2 Compulsorily Convertible Preference Shares at INR 1,106 each, as per regulatory filings with the Registrar of Companies (RoC). The investment is part of a larger funding round for Agilitas Sports, which also includes INR 3 crore from cricketer Abhishek Sharma and SMLINE Ventures. The fresh infusion values the company at approximately INR 2,058 crore (~USD 242 million) post-money and takes its total fundraising to over INR 600 crore. Founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India, Agilitas Sports is building a full-stack ecosystem in the sporting goods sector—covering manufacturing, licensing, and retail. Kohli's association marks a pivotal shift, especially after his high-profile exit from an INR 110 crore Puma India endorsement earlier this year to align with Agilitas. Agilitas' offerings span in-house brands like One8—Kohli's lifestyle label—and licensing rights for global sportswear brand Lotto in India and Australia. The company recently strengthened its manufacturing base by acquiring Mochiko Shoes, a key supplier for brands like Adidas, Puma, New Balance, and Skechers. Post-investment, Mauritius-based Infinity Direct Holdings remains the largest stakeholder at 37.73%, followed by Ganguly at 18.26%, Nexus Venture Partners at 9.16%, and Kohli and Yuvraj Singh at 1.94% and 0.51%, respectively. With Kohli's brand value, strategic input, and investment, Agilitas aims to boost its "Make in India" manufacturing ethos and aggressively scale operations both domestically and internationally, positioning itself as a formidable player in the global sporting goods arena.
South China Morning Post
30-06-2025
- Business
- South China Morning Post
Hong Kong aims to become referee in sports disputes with new scheme
Hong Kong authorities are seeking proposals from interested parties to run a two-year pilot programme for sports dispute resolution, a move experts have said is a key step in establishing a neutral third-party intervention mechanism for the growing sector. Observers said on Monday that such a programme would enhance the city's reputation as a leading legal and dispute mediation and arbitration hub, providing a specialised avenue for increasingly complex commercial disagreements within the global sports industry. The Department of Justice said it had prepared the invitation for proposals to identify a suitable administering body and a technology provider for the pilot scheme, with these two parties needing to submit a joint proposal by July 31. 'The appointed dispute resolution institution will administer the pilot scheme and provide institutional support for the conduct of mediation and arbitration,' a department spokesman said. 'To promote wider use of lawtech and online dispute resolution, the administering body shall partner with an online dispute resolution institution as a technology provider to provide the technological infrastructure and support required for the operation of the pilot scheme.' Lawtech, or law technology, refers to the use of technology to improve or replace traditional legal processes and services.
Globe and Mail
27-06-2025
- Business
- Globe and Mail
Can DICK'S Sporting's Digital Push Power the Next Leg of Growth?
DICK'S Sporting Goods, Inc. 's DKS digital strategy has been a key growth driver. The company is making bold strides in digital transformation, firmly positioning itself as a leading omnichannel player in the sports industry. DKS' GameChanger platform and the Dick's Media Network are significant pillars fueling its long-term digital revenue streams. While GameChanger serves as a high-margin growth engine, Dick's Media Network is a retail media platform that capitalizes on the growing scorecard loyalty program and customer data ecosystem. Through GameChanger, the company engages with athletes beyond the traditional shopping experience, further reinforcing its dominance in sports. In first-quarter fiscal 2025, DKS recorded more than 6.5 million unique active users, with an average of approximately 2.2 million daily active users, reflecting 28% growth. DKS witnessed robust e-commerce results in first-quarter fiscal 2025, outpacing its overall growth. It achieved the largest Diamond Sports launches to date, complemented by an elevated, diversified assortment positioning DKS as the go-to destination for the new product. DICK'S Sporting's in-app capabilities have played a vital role in driving the success of its product launches across categories. The company is rapidly scaling its multi-billion dollar e-commerce business by fortifying its online presence and capturing market share from both online only and omnichannel retailers. DKS is making significant investments in technology to offer a seamless omnichannel experience to athletes and drive greater engagement across its digital platforms, including Its access to top-tier products from national and emerging brands, paired with premium in-store and digital experiences, will continue to bolster demand and solid sell-through on launches. DKS' Position Among Competitors As DICK's strengthens its position through a focused omnichannel strategy, it continues to face intense competition from retail heavyweights such as Inc. AMZN, NIKE, Inc. NKE and lululemon athletica inc. LULU. In the whirlwind of technological advancements, Amazon has emerged as a leading example of shaping digital infrastructure to build customer satisfaction. The company strategically leverages its AI-based technologies in sync with its broader digital-transformation actions. Amazon's renowned subscription service, Prime, started as a free two-day shipping and has evolved into a comprehensive platform offering streaming media, exclusive deals and other member benefits. Amazon's digital marketing strategy, including quick delivery options and adaptability to meet customer evolving needs, is a key catalyst of its revenue driver. As a global sports leader, NIKE continues to make substantial investments in its digital platform in a bid to drive customer engagements and higher revenues. NIKE transitioned to a push marketing approach at the start of fiscal 2025, and its digital platforms reflect an approximately equal balance between full-price and promotional sales. NIKE prioritizes a direct-to-consumer approach, with platforms like the Nike App, SNKRS App and other social media channels to boost direct consumer engagements and offer top personalized experiences. lululemon prioritizes e-commerce as a vital growth pillar, boosting digital investments to capture the increasing online demand. lululemon's initiatives aim at site development, enhanced omnichannel functionality and expanded fulfillment capabilities. The company is scaling services such as curbside pickup, same-day delivery, and buy online, pick up in-store while upgrading its mobile app to support these offerings. Store associates are also being trained to streamline digital-to-physical transactions, reinforcing lululemon's commitment to a seamless, high-touch customer experience across all channels. Digital revenues rose 6% year over year in first-quarter fiscal 2025. DKS' Price Performance, Valuation and Estimates Shares of DICK'S Sporting have lost 13.3% year to date compared with the industry 's decline of 5.1%. Image Source: Zacks Investment Research From a valuation standpoint, DKS trades at a forward price-to-earnings ratio of 13.24X compared to the industry's average of 16.75X. The Zacks Consensus Estimate for DKS' fiscal 2025 and fiscal 2026 earnings implies year-over-year growth of 2.4% and 7.1%, respectively. The company's EPS estimate for fiscal 2025 has been on the rise while that of fiscal 2026 has moved down in the past 30 days. DICK'S Sporting stock currently carries a Zacks Rank #3 (Hold). You can see the complete list of today's Zacks #1 Rank (Strong Buy) stocks here. Zacks' Research Chief Picks Stock Most Likely to "At Least Double" Our experts have revealed their Top 5 recommendations with money-doubling potential – and Director of Research Sheraz Mian believes one is superior to the others. Of course, all our picks aren't winners but this one could far surpass earlier recommendations like Hims & Hers Health, which shot up +209%. See Our Top Stock to Double (Plus 4 Runners Up) >> Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report Inc. (AMZN): Free Stock Analysis Report NIKE, Inc. (NKE): Free Stock Analysis Report DICK'S Sporting Goods, Inc. (DKS): Free Stock Analysis Report lululemon athletica inc. (LULU): Free Stock Analysis Report
