【运动市场报告】德勤+2023运动产业趋势展望.docx

2023sportsindustryoutlookContentsThevirtualizationofsports:Fromnoveltytoutility4Tacklingrisksinamaturingsportsbettingmarket5Privateequityandsports:Teamingforthelongterm6Thenextwinforwomen,sprofessionalsports7Newpossibilitiesfromtheprofessionalizationofcollegeathletics8Signpostsforthefuture9AboutDeloitte,soutlooksDeloitte,s2023outlookforthesportsindustryseekstoidentifythestrategicissuessportsorganizationsshouldconsiderinthecomingyearandtheirimpacts,aswellascriticalquestionstoaskandkeyactionstotake.Thegoalistoequipsportsorganizationswiththeinformationtheyneedtohelppositionthemselvesforastrong,resilientfuture.ExecutivesummaryInthisglobalgoldenageofsports,2023isexpectedtobringorganizationsandathletesmorechancesthanevertodeeplyconnectwiththeirfans.ThisincludesengagingthroughsomeimportantinternationaleventsliketheCricketWorldCup(India),RugbyWorldCup(France),andtheFIFAWomen'sWorldCup(AustraliaandNewZealand).Thisyearwillalsoseenewmediadealsandmoreinnovationsfromstreamingprovidersastheirinfluencegrows.Inachallengingeconomicenvironment,sportswilllikelystillbeseenasanattractiveoptionforinvestment,withinvestorsendeavoringtotakearesponsibleandsustainableapproach.Technologywillcontinuetoinfuseeveryaspectofsports,empoweringathletesandcreatingamoreimmersiveexperienceforfansatliveeventsandathome.Ingeneral,2023willbeaboutmakingthemostofthesenear-termopportunitieswhilemanagingassiatedriskswiththelongerterminmind.Hereisour2023outlkinbrief: Theblendingofphysicalanddigitalexperienceswillmovefromprovingconceptstocreatingnewfunctionalityandbetterexperiences. Withthepossibilityofnewsportsbettingrestrictionsemergingaroundtheworld,therewillbeagreateremphasisonriskmanagementandresponsibilityastheindustryseeksmoregrowthandprofitability. Interestandinvolvementbyprivateequityinvestmentinsportswillcontinuetogrow.Howwillsportsorganizationsrespondtonewtypesofinvestorsandtheirexpectations?Howwillinvestorsactduringapotentialeconomicdownturn? Afterabreakthroughyear,women'sprofessionalsportsareinastrongpositiontofurtheradvancein2023,butadditionalworkisnecessarytoimproveawareness,expandsponsorship,andgrowmediarightsvaluationsandinvestment. CollegeathleticsintheUnitedStatesareundergoingunparalleledchange.Itwillbeachallengetobalancetheextraordinaryopportunitywithresponsibilitytostudent-athletes,schls,fans,partners,andalumni.Thevirtualizationofsports:FromnoveltytoutilityTheuseofdigitalassetssuchasnon-fungibletokens(NFTs)1fantokens,andblockchain-enabledticketsareevolvingforsports.Manymajorsportsorganizationsaosstheworldareworkingwithpartnerstobuildmarketsintheseareas.Simpledigitalllectibles,originallyseenascuriosities,arebecomingadvanceddigitalassetsthatcanbeusedtoimprovefanengagementandloyaltyandcreatenewbusinessmodelsandevenmorenewrevenuestreams.Inthecomingyear,expecttoseemajorstridesfortheseassets.ThebroaderNFTmarkethassoftened,withoverallsalesandactivityseeingasignificantdeclinein2022.1However,thesportsmarketnaturallylendsitselftothellector'smindset"andathletes,teams,andleaguesarecontinuingtolookathowtobestleveragetheseassetstodrivefanengagement.Manyleaguesandorganizationshaveformedpartnershipsinthisspace,somewithmultipletechnologyandentertainmentcompanies,fordifferentproducts.SorarehaspartneredwiththeNationalBasketballAssociation(NBA),MajorLeagueBaseballMLB),MajorLeagueSoccer(MLS),Bundesliga,LaLiga,andotherftball(socr)leaguesfortheirNFT-basedfantasygames.2FIFAlaunchedFIFA+CollectwithpartnerAlgorandtoprovideaplatformforWorldCup-relateddigitalllectibles.3TheNationalFtballLeague(NFL)isworkingwithMythicalGamesonNFLRivals,ablockchain-basedmobilegame;TicketmasteronmmemorativeNFTtickets;DraftKingsonReignmakers,anNFT-basedfantasysportsgame;andDapperLabsonNFLAllDay,anNFTmarketplace.4Digitalllectibles,andtheirpotentialasaninvestment,arenotlikelytodrivethismarketaloneinthelongterm.TheshifttowardNFTsthatcanprovideadditionalutility,functionality,orredeemabilitytotheownerwillbeimperative.ThisukjincludeNFTticketing,whichisbeginningtoseeuseformusicconcertsandisbeingdiscussedforinternationalsportingevents.5NFTticketingcanreducefraud,increasetransferability,andestablishaliveandeternallinkbetweenissuerandowner.Italsohasthepotentialtodrivenewsourcesofrevenueforsportsorganizationsthroughsendarysales.Thekeyistonotjustreplacesomethingphysicalwithsomethingdigital,buttonnectandleveragethetwotocreatenewvalue.NFTticketscouldunlockuniquebenefitsforfans,likeaccesstorealandvirtualeventswithathletes,privilegesinvenues,votingonteamdbdecisions,andexclusiveaccesstouniquemerchandise.NFTsinsportswillneedtoovercomesomebarriersandquicklytoprogressrapidly.Formanyfans,thebarrierstoentrycanseemhigh,mainlybecauseofagenerallackofunderstandingofwhatNFTsareandhowtheywork.Therearealsoworriesaboutrisksandimmaturityinthemarketandthesustainabilityoftheservices.6Sportsorganizationsandtheirtechnologypartnersshouldnsidermakingi