1、8th Edition,July 2024PwCs Global Sports SurveyOn track for growth?Sports Industry:ForewordIm delighted to introduce the eighth edition of our Global Sports Survey.This year we received 411 responses from senior sports executives from across 46 countries.Thanks to all who took the time to share their

2、 views on the current state and future direction of the sports industry.Since its inception in 2016,our Global Sports Survey has tracked the pulse of the sports industry by analysing leaders perceptionsof market growth,challenges and opportunities.This years findings reflect the broadly positive out

3、look of sports executives.More optimistic than last year,they reveal a growingyet cautious confidence in the global sports markets.We explore the current market forces and threats,and dive intosix themes we believe will shape the future of the sport industry.Each section provides detailed insights t

4、o start conversationsabout how the world of sports will transform in the coming years.From the shifting media landscape,to the positive momentum surrounding womens sports,and from changing fan behaviours to the potential of Generative AI,the industry is constantly evolving.Yet these opportunities al

5、so need to be considered in light of the increasing economic uncertainty which could affect consumer spending and investor risk appetite.Clive ReevesGlobal sports leadA special thanks to the interviewees Danny Townsend,Nick McQuire,Martina Pavlov,Kit McConnell,Matthias Remund,Yoshiyuki Mano,Alastair

6、 Seaman,Daniel Kirschner,Shelley Watts and Nick Rusling who have all enriched this report further with their expert insights.Thank you also to collaborators IRIS and Starcount who have provided additional data and insight to bring some deepdives to life.I hope you enjoy reading this report and find