Hardly any other market is currently developing as dynamically and rapidly as the international sports business. According to an analysis by the agency Two Circles, the income of sports rights holders alone could grow to a volume of up to 260 billion US dollars in the next ten years – today it is already 159 billion US dollars. That means additional income of almost 50 percent.
In other words: Despite its long tradition, the sport continues to offer numerous experience opportunities and touchpoints in all areas and is gaining in appeal. In this way, he is able to reach and retain even more fans than before – on all channels – and thereby generate above-average added value. It’s no wonder that more and more companies are currently trying not only to invest in the sports sector themselves, but also to transfer the insights and success parameters from sports to their business: They are looking at the question of how they can create similarly loyal, long-term and successful businesses Can generate relationships with their consumers.
“If you want to create growth, you have to think consistently from the perspective of your fans,” says Lars Stegelmann. But that doesn’t mean that it’s enough to just follow sports calendars and game plans. “Sports fans today consume significantly more sport than before, the experiences are becoming more varied and more media-effective and the economic models are becoming more demanding.” More fans, more attention means that the fundamental value drivers in sport are developing in a significantly positive direction. In contrast to other formats, which are more influenced by macroeconomic conditions, sport is also extremely resilient to economic fluctuations.
Over the next decade, the importance of sport in the attention economy will continue to grow exponentially
Among the top entertainment media, the sports rights market is now in third place globally in terms of revenue – after video games and television and ahead of streaming, literature, music and podcasts. “In the next ten years, the importance of sport in the attention economy will continue to increase exponentially, opening up further diverse opportunities for everyone involved,” says Stegelmann.
More and more companies and brands from other industries are already transferring the mechanisms and successful models of Two Circles to their market. Lars Stegelmann emphasizes the added value that this can also create for brands that do not come from sports. Different sports offer access to different target group segments. And that presents a unique opportunity for brands to achieve their goals, whether it’s product launches, activating audience engagement or positioning a brand in the minds of specific consumers.
The success and speed of growth prove Two Circles right. The company recently announced the acquisition of the fan and partnership intelligence specialist Kore and then the media expert Spring Media, thereby growing to more than 1,000 employees worldwide. Two Circles currently supports 950 organizations worldwide, including several German Bundesliga clubs, tennis tournaments such as the Hamburg Open and associations such as the German and Austrian Football Association.
Further information and contact person Two Circles:
Lars Stegelmann
Director Marketing & Consultancy
M: +49 171 645 3311
[email protected]
https://twocircles.com/gb/
