PwC: sponsorship may outpace media rights

Sports money is still huge. But the industry’s mental model is changing. That’s the real news in PwC’s 2026 Global Sports Survey. Executives are still bullish on sports overall — they see the market growing 7.4% over the next 3-5 years — but media rights are now the exception, not the headline growth engine. The faster-growing buckets, in their view, are sponsorship, hospitality, and digital engagement. ### Why is that a big deal? For years, the standard sports-business story was simple: lock in bigger TV and streaming deals, then let everything else follow. Media rights were the rising tide. But PwC’s survey says leaders increasingly think the next phase looks different — more diversified, more operational, and more dependent on how well teams and leagues actually monetize fandom beyond the broadcast window. (pwc.ch) ### What exactly did PwC say? PwC surveyed 517 senior sports executives across 48 countries between June and September 2025, then paired that with 7,250 fan responses across 17 countries. The topline is pretty clear: executives forecast higher growth across most revenue streams than a year ago, “with media rights the main exception,” while 78% expect investors to focus on assets with diverse revenue streams beyond media rights. (pwc.ch) ### So are media rights actually falling? Not exactly — and this is the catch. PwC is talking about relative growth expectations, not saying TV money disappears. In fact, S&P Global expects sports rights payments to hit $67.34 billion in 2026, up 9.6% from 2025, helped by the Winter Olympics, the FIFA World Cup, and major North American renewals. So the shift is less “broadcast is dead” and more “broadcast may no longer be the only thing pulling valuations higher.” (pwc.ch) ### Why are executives thinking this way now? Because fan behavior is fragmenting. PwC says 66% of fans still consume live sports broadcasts, but younger fans increasingly prioritize ancillary content — basically highlights, creators, behind-the-scenes clips, and social-native formats around the game, not just the game itself. If attention is spreading across platforms, the monetization logic spreads too. Sponsorship inventory, premium experiences, memberships, commerce, and direct digital products start to matter more. (spglobal.com) ### What does that mean for teams and leagues? It means owners want businesses, not just rights packages. A venue district that sells concerts, food, retail, and VIP experiences all year can look more resilient than a team waiting for the next media cycle. That fits a broader 2026 pattern: Deloitte says stadiums are becoming year-round entertainment districts, and sports groups are increasingly blending media, commerce, and live events into one operating model. (pwc.ch) ### Why does sponsorship benefit from this? Because sponsorship now plugs into more surfaces. It’s no longer just a logo on a jersey or signage on a sideline. Brands can buy access to creators, short-form content, fan data, hospitality packages, retail activations, and in-venue experiences. The more touchpoints a sports property controls, the more ways it can package and price attention. That makes sponsorship feel less like an add-on and more like a core growth product. (deloitte.com) ### What should we watch next? Watch whether valuations keep rewarding diversified teams and leagues more than pure media stories. Also watch women’s sports — PwC says 91% of executives expect double-digit revenue growth there, which makes it a live test case for sponsorship-led expansion before media rights fully mature. The bottom line is simple: sports still run on broadcast money, but the industry is starting to price the future differently. (insidersport.com) The next premium may go to whoever turns fans into many revenue lines instead of one. (pwc.ch)