2023年体育行业展望.pdf

2023年体育行业展望.pdf

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2023sportsindustryoutlook2Thevirtualizationofsports:

Fromnoveltytoutility4Tacklingrisksinamaturingsportsbettingmarket5Privateequityandsports:

Teamingforthelongterm6Thenextwinforwomensprofessionalsports7Newpossibilitiesfromtheprofessionalizationofcollegeathletics8Signpostsforthefuture9Contents2023sportsindustryoutlookAboutDeloittesoutlooksDeloittes2023outlookforthesportsindustryseekstoidentifythestrategicissuessportsorganizationsshouldconsiderinthecomingyearandtheirimpacts,aswellascriticalquestionstoaskandkeyactionstotake.Thegoalistoequipsportsorganizationswiththeinformationtheyneedtohelppositionthemselvesforastrong,resilientfuture.3Inthisglobalgoldenageofsports,2023isexpectedtobringorganizationsandathletesmorechancesthanevertodeeplyconnectwiththeirfans.ThisincludesengagingthroughsomeimportantinternationaleventsliketheCricketWorldCup（India）,RugbyWorldCup（France）,andtheFIFAWomensWorldCup（AustraliaandNewZealand）.Thisyearwillalsoseenewmediadealsandmoreinnovationsfromstreamingprovidersastheirinfluencegrows.Inachallengingeconomicenvironment,sportswilllikelystillbeseenasanattractiveoptionforinvestment,withinvestorsendeavoringtotakearesponsibleandsustainableapproach.Technologywillcontinuetoinfuseeveryaspectofsports,empoweringathletesandcreatingamoreimmersiveexperienceforfansatliveeventsandathome.Ingeneral,2023willbeaboutmakingthemostofthesenear-termopportunitieswhilemanagingassociatedriskswiththelongerterminmind.Hereisour2023outlookinbrief:

Theblendingofphysicalanddigitalexperienceswillmovefromprovingconceptstocreatingnewfunctionalityandbetterexperiences.Withthepossibilityofnewsportsbettingrestrictionsemergingaroundtheworld,therewillbeagreateremphasisonriskmanagementandresponsibilityastheindustryseeksmoregrowthandprofitability.Interestandinvolvementbyprivateequityinvestmentinsportswillcontinuetogrow.Howwillsportsorganizationsrespondtonewtypesofinvestorsandtheirexpectations?

Howwillinvestorsactduringapotentialeconomicdownturn?

Afterabreakthroughyear,womensprofessionalsportsareinastrongpositiontofurtheradvancein2023,butadditionalworkisnecessarytoimproveawareness,expandsponsorship,andgrowmediarightsvaluationsandinvestment.CollegeathleticsintheUnitedStatesareundergoingunparalleledchange.Itwillbeachallengetobalancetheextraordinaryopportunitywithresponsibilitytostudent-athletes,schools,fans,partners,andalumni.2023sportsindustryoutlookExecutivesummary4Theuseofdigitalassetssuchasnon-fungibletokens（NFTs）,fantokens,andblockchain-enabledticketsareevolvingforsports.Manymajorsportsorganizationsacrosstheworldareworkingwithpartnerstobuildmarketsintheseareas.Simpledigitalcollectibles,originallyseenascuriosities,arebecomingadvanceddigitalassetsthatcanbeusedtoimprovefanengagementandloyaltyandcreatenewbusinessmodelsandevenmorenewrevenuestreams.Inthecomingyear,expecttoseemajorstridesfortheseassets.ThebroaderNFTmarkethassoftened,withoverallsalesandactivityseeingasignificantdeclinein2022.1However,thesportsmarketnaturallylendsitselftothe“collectorsmindset”andathletes,teams,andleaguesarecontinuingtolookathowtobestleveragetheseassetstodrivefanengagement.Manyleaguesandorganizationshaveformedpartnershipsinthisspace,somewithmultipletechnologyandentertainmentcompanies,fordifferentproducts.SorarehaspartneredwiththeNationalBasketballAssociation（NBA）,MajorLeagueBaseball（MLB）,MajorLeagueSoccer（MLS）,Bundesliga,LaLiga,andotherfootball（soccer）leaguesfortheirNFT-basedfantasygames.2FIFAlaunchedFIFA+CollectwithpartnerAlgorandtoprovideaplatformforWorldCuprelateddigitalcollectibles.3TheNationalFootballLeague（NFL）isworkingwithMythicalGamesonNFLRivals,ablockchain-basedmobilegame;TicketmasteroncommemorativeNFTtickets;DraftKingsonReignmakers,anNFT-basedfantasysportsgame;andDapperLabsonNFLAllDay,anNFTmarketplace.4Digitalcollectibles,andtheirpotentialasaninvestment,arenotlikelytodrivethismarketaloneinthelongterm.TheshifttowardNFTsthatcanprovideadditionalutility,functionality,orredeemabilitytotheownerwillbeimperative.ThiscouldincludeNFTticketing,whichisbeginningtoseeuseformusicconcertsandisbeingdiscussedforinternationalsportingevents.5NFTticketingcanreducefraud,increasetransferability,andestablishaliveandeternallinkbetweenissuerandowner.Italsohasthepotentialtodrivenewsourcesofrevenueforsportsorganizationsthroughsecondarysales.Thekeyistonotjustreplacesomethingphysicalwithsomethingdigital,buttoconnectandleveragethetwotocreatenewvalue.NFTticketscouldunlockuniquebenefitsforfans,likeaccesstorealandvirtualeventswithathletes,privilegesinvenues,votingonteam/clubdecisions,andexclusiveaccesstouniquemerchandise.Thevirtualizationofsports:

FromnoveltytoutilityNFTsinsportswillneedtoovercomesomebarriersandquicklytoprogressrapidly.Formanyfans,thebarrierstoentrycanseemhigh,mainlybecauseofagenerallackofunderstandingofwhatNFTsareandhowtheywork.Therearealsoworriesaboutrisksandimmaturityinthemarketandthesustainabilityoftheservices.6Sportsorganizationsandtheirtechnologypartnersshouldconsidermakingitaseasyaspossiblefortheaveragefantosetupawalletandpurchasedigitalassets.Thesechallengeswilllikelyhavetobeaddressedifsportsorganizationswantnewrevenuesources,betterfanengagement,andmoreknowledgeoftheiraudience.2023sportsindustryoutlookShouldsportsorganizationsbasetheirNFTstrategyonspecificbenefits,orbroadutilityforfans?

Whichapproachismostlikelytodriverapidgrowthforthemarket?

Howcantheseofferingsdrivefanloyaltyindifferentwaysthantraditionalactivities?

Howcansportsorganizationsencourageinnovationandinteroperabilityacrossdisparateplatforms?

Howcanexistingserviceprovidersinnovatefastenoughtokeepup,specificallyinticketingandloyalty?

Strategicquestionstoconsider:

5Althoughsportsbettinghasbeenlegalinsomecountriesformorethanadecade,theUnitedStatesisarelativenewcomer,havingonlyopenedthedoormorebroadlytolegalizationin2018.Injustafewshortyears,theUSmarkethasseenrapidgrowth,withsometypeofsportsbettinglegalandactivein31statesandmorethanUS$42billionofbetsplacedinthefirsthalfof2022.7Alotofpositiveattentionhasbeengiventotheincreasedeconomicopportunityandfanengagementthatsportsbettingcanbring.However,itisalsoimportanttoreflectonrelatedsocietalissues,includingthepotentialforcorruption,illegalbetting,issueswithaddiction,andfinancialcrime.8AstheUSmarketmaturesandevolves,activelyfosteringahealthycustomerbaseandaresponsibleindustryshouldbeencouraged.Howareothercountries,wheresportsbettinghasbeenaroundmuchlonger,dealingwiththeseissues?

Recenteffortshaveconcentratedonadvertising,especiallyadstargetedtominorsandyoungergamblers.Somecountriesareaddingadditionalrestrictionstocurrentlawsandregulationsthatdictatewhenandwheresportsbettingadvertisingcanbeseen.Italybannedallgamblingadsin2018aspartofits“DignityDecree.”9Belgiumisworkingtowardbanningalmostallgamblingadvertisements.10IntheUnitedKingdom,theCommitteeforAdvertisingPracticeshasputforwardnewrulesthatprohibitanysportsbettingadvertisingwitha“strongappeal”toyoungpeople,evenifmeantforadults.11InAustralia,asof2023,allsportsbettingadvertisingwillhavetousearotatinglistofsevenverycandidtaglinestodiscourageproblemgamblers.12TheUnitedStatescouldpotentiallyadoptsomeoftheseadvertisingpracticesinthefuture.Currently,statesandtheindustryaredrivingawideassortmentofriskmitigationeffortsaroundpubliceducation,employeetraining,advertisingrestriction,availabilityofproblem-gamblingresources,andcollaborationandresearch.13Willevenbroaderapproachesbetaken?

Forexample,amicrobettingoperatorrecentlybannedtheuseofcreditcardsonitsproductsandsetadepositlimitforcustomersages21to25.14Promotionalinducementshavebeenbarredinsomecountries,andthereisaproposalinSwedentoexpanddatasharingtobetteridentifyproblemgamblers.15Itisimportanttomanagepotentialrisksinthisspace,andtheUnitedStatesmaybeabletolearnfromcountrieswithmoreexperience.Withconcernsoveraneconomicdownturnin2023andagreaterfocusonprofitability,bettingoperatorsshouldnotlosesightofprotectingandsupportingtheircustomers.Howcanbettingoperatorsworkproactivelytobestensurethelong-termhealthofbothpeopleandtheindustry?

TacklingrisksinamaturingsportsbettingmarketStrategicquestionstoconsider:

2023sportsindustryoutlook5Whatisthebestmodeltodelivertherightbalanceofeconomicopportunityandadequateconsumerprotection?

Howcanoperatorsbestfocusoncustomeracquisitionandretentionwhilefacingthepotentialfortighterregulationsaroundmarketingandadvertising?

Willincreasedadvertisingcurbsbeeffectiveindiscouragingunderageandproblemgamblers?

Willtherebeanincreaseincollaborationbetweencountriesandtheestablishmentofglobalstandardstoaddresssocietalissues?

6Privateequity（PE）hastakenanincreasinglyactiveroleinsportsoverthepastfewyearswithfirmsestablishingfundsandnewentitiesbeingcreatedtoinvestsolelyinsports.Theyarebuyingsharesofteams,leagues,andbroadcast