Key opportunities
As a sporting nation, sport plays a vital role in shaping our identity, economy and communities.
From grassroots participation to elite competitions, sport has the power to create a sense of community, promote a healthy lifestyle and bring people together in celebration. Sport is a cornerstone of our culture and with this passion and engagement, comes opportunity.
Prominence has identified the top five benefits of the industry include:
- Economic growth – driving job creation, tourism and investment
- Health and wellbeing – encouraging physical and mental activity and social connection
- Community and culture – strengthening civic pride and inclusivity
- Innovation and technology – enhancing fan engagement and performance
- Sustainability and legacy – creating lasting economic and social benefits.
By harnessing the opportunities with Sports, Parasports and Esports – businesses can extend their reach, attract investment and create meaningful experiences for fans and players.
SPORTS
The sports industry is undergoing rapid transformation – the way sport is played, consumed and commercialised is evolving. Driven by technological advancements, shifting consumer behaviours and growing expectations around social responsibility, sporting organisations are rethinking their strategies both on and off the field.
From the swimming pool to the stadium stands, the golfing green to the racetrack, emerging trends are reshaping the entire industry – creating new opportunities for growth, engagement and connection for players and fans alike. With performance always top of mind, organisations that embrace innovation and forge strategic partnerships are staying ahead of the game.
PARASPORTS
Over the past decade, parasports have emerged into a global force, no longer in the shadow of its mainstream counterparts. This shift has been driven by a range of factors – from the growing push for inclusion to diversity in sports to increased media coverage, and advancements in assistive technologies to the contagious spirit of resilient para-athletes.
As the industry continues to gain momentum, it has become a powerful platform where changing perceptions are just as important as breaking records. Despite significant progress, challenges persist in achieving full parity with able-bodied sports – it’s a whole different ball game. Recognising these differences and addressing key obstacles is essential to ensuring sustained growth and opportunities for para-athletes worldwide.
ESPORTS
Once a niche interest, esports has surged into the mainstream to become a global entertainment powerhouse with over 450 million viewers and an estimated US$280 billion in revenue in 2024. More than just competitive video gaming, esports operates within a complex digital ecosystem spanning professional teams, streaming platforms and global online communities. As one of the fastest growing sectors in sport and entertainment, it is attracting major sponsors, broadcasters and investors alike, eager to tap into its expanding market.
With a diverse and tech-savvy audience across a range of generations and demographics, that thrives on innovation, connectivity and inclusivity, esports continues to gain global recognition – including the IOC’s Olympic Esports integration – the opportunities for expansion are vast. Esports is set to further challenge traditional sporting models, creating new pathways for competition and engagement.
