《渐入佳境 —— 全球体育行业调研报告（第八期）》

8th Edition, July 2024PwC’s Global Sports SurveyOn track for growth?Sports Industry:ForewordI’m 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 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 year's findings reflect the broadly positive outlook 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 to start conversationsabout how the world of sports will transform in the coming years.From the shifting media landscape, to the positive momentum surrounding women’s sports, and from changing fan behaviours to the potential of Generative AI, the industry is constantly evolving. Yet these opportunities also 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 Pavlová, Kit McConnell, Matthias Remund, Yoshiyuki Mano, Alastair 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 the insightsthought-provoking.PwC | Global Sports Survey (8th Edition)July 2024 | 2ContentsPrevious pageNext pageContentsPrevious pageNext pageView from the topmarket growth (up from 6.6% last year) for the next 3-5 years7.3%of organisations surveyed do not (yet) have a GenAI strategy59%GenAI StrategyMarket growthof executives feel that new commercial models will be required to attract institutional investment83%New commercial modelsof respondents expect investors to focus on premium sports assetsSports investment68%of respondents see content creation and distribution as a key use case for GenAIin sportsGenAI use cases38%PwC | Global Sports Survey (8th Edition)July 2024 | 3ContentsPrevious pageNext pageContentsPrevious pageNext pageof experts forecast double-digit growth for women’s sports revenues in the next 3 to 5 years85%of participants expect a shift to co-hosting models to deliver major sporting events in multiple locations85%of participants believe financial concerns are the main barrier to hosting major sporting events44%annual growth in following of women’s sports properties on social mediaGlobal fan data reveals39%of respondents feel that t