Latest PwC Global Sports Survey identifies major events driving industry growth

The latest edition of PwC's Global Sports Survey has predicted that the industry is expected to rebound internationally after the impact of the COVID-19 pandemic - with Australia and New Zealand expected to experience 6.9% growth in the next three to five year period, driven by a decade of global sporting events.

Compiled by the consultancy’s Australian-based sports advisory team, the 7th edition of PwC's Global Sports Survey shows that the sports industry around the world is recovering well from the COVID-19 pandemic.

Globally, the report suggests that the coming three to five years will see women's sports revenues grow by more than 15%, highlighting the important role that media plays in the growth of women's sports.

Here it points on how widening media coverage is expected to have the greatest impact on the growth of women's sport citing how media coverage of the 2021 Women's Rugby World Cup in New Zealand saw sold-out stadiums breaking ticketing records and unprecedented levels of media coverage.

It also suggests that the FIFA Women's World Cup coming to Australia and New Zealand in 2023 is also expected to have record levels of viewers worldwide.

Globally, the report identifies that 83% of executives believe that institutional investment will continue to grow while environmental, social, and governance (ESG) considerations will receive increasing attention as sporting authorities seek to make major events more sustainable and inclusive.

The focus on Web3 and smart stadia-led developments focused on enhanced fan experience and diversified revenue streams was also mentioned in the report.

With a spotlight on Australasia as the host of several major sporting events in the next decade, the report highlights the significance of the FIFA Women’s World Cup, the 2026 Commonwealth Games, Men’s and Women’s Rugby World Cups, and the 2032 Olympics and Paralympics in Brisbane.

Here it suggests that Australian and New Zealand sporting executives will need to pay particular attention to the environmental and social impacts and opportunities that these events will involve. This includes carbon-positive sporting events, recognition of First Nations lands and their peoples, and equity of access and inclusion to participate in these cultural touchpoints.

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