Global sports sponsorship spend did not slow down in 2025—it recalibrated. According to data from SPORTFIVE, brands continued to invest heavily in sport, but the pattern of spend reveals a clear strategic shift. Rather than chasing blanket visibility, sponsors are prioritising relevance, alignment, and long-term value creation. The result? Some familiar categories remain dominant, while […]
How AI, Capital and Fans Will Quietly Redesign the Sports Industry In 2026
The sports industry is entering a defining phase. Not driven by hype, but by clarity. Artificial intelligence is no longer a crystal ball promising the future—it is becoming a clear lens, helping stakeholders understand why change is happening and where value will be created next. As we look toward 2026, the global sports ecosystem is […]
From Kalshi to Baller League: Mapping the $4B Sports Investment Surge of 2025
Sports investment surged past the $4 billion mark in 2025, underlining a powerful shift in how capital is flowing into the global sports ecosystem. From athlete performance and fan engagement to betting, wellness, creator-led leagues and community sport, investors are backing platforms that sit at the intersection of sport, technology, media and culture. The funding […]
DAZN acquires broadcast rights for Kings League competitions in 2026
DAZN, the world’s leading sports entertainment platform, has acquired broadcast rights for Kings League competitions in 2026, adding to the platform’s growing portfolio of innovative football formats. Kings League, the groundbreaking, creator-led league founded by Gerard Piqué that blends football, streamer culture, and digital-first fan experiences, is one of the world’s most dynamic and engaging […]