Sport Beyond The Game: building markets through shared values

Sports is no longer just about competition and well-being: for new generations, it represents identity, culture, and community. This shift is redefining the role of brands, which must evolve to stay relevant.

In our new Insight Report, “Sport Beyond the Game“, we explore how sports are transforming into a cultural phenomenon and how brand activation and brand extension strategies are becoming essential to differentiation and audience engagement.

Key insights from the report:

• Sports is no longer just about competition and physical well-being: 59% of Gen Z consider sports an integral part of their identity, while 66% see it as an opportunity to build new relationships (WW, 2024).
• The sports market is evolving: growth is slowing (+5% from 2024 to 2027), and emerging brands are gaining ground, especially among Gen Z.
• The digital ecosystem is becoming more challenging: the average mobile ad view time has dropped to 2.2 seconds (-35% vs. 2019), making it increasingly difficult to capture users’ attention.

What’s inside the report?

• A detailed analysis of sports consumers in Europe and the US: their expectations and relationship with sports.
• Market data and growth forecasts: from global sportswear trends to the performance of the world’s top 26 sports brands.
• A focus on the digital landscape and brand challenges: insights into country-specific differences and key priorities for marketing and finance teams.