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The changing face of commercialisation in international sports

Explore new trends in sports commercialisation with expert insights on streaming and diverse ways of consuming sport in this insights video.
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06/18/2024 · 2 minute read

The dynamics of revenue generation in international sports are shifting towards more innovative commercial models.  This change is reshaping how organisations monetise sports and connect with audiences. As fan consumptions patterns move away from traditional TV viewing, organisations are relying on streaming platforms, influencers and social media to create direct and interactive revenue streams.

The rise of eSports has already had a profound impact on sports consumption, particularly among younger generations, through blending the virtual and physical worlds of sports. Sports are now exploring the potential for gamification to convert online engagement into physical attendance. 

There’s also a growing emphasis on grassroots involvement, which nurtures the next generation of talent while simultaneously presenting significant commercial opportunities within local communities.

Our latest insights video (below) features Marsh McLennan's sports experts and clients as they delve into the changing face of sports commercialisation. Watch our video to learn more about the shifts to the traditional sports frameworks, leveraging streaming and social media for revenue, and the importance of grassroots participation for long-term industry growth.

This video is part of our sports insights series. You can view the other videos in the series at:

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Dean Mumm

Dean Mumm

National Manager - Corporate Sport, Affinity

  • Australia

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