As sport becomes embedded in everyday life, the next stage of growth will no longer come solely from attracting more people into sport, but also from participants staying involved for longer, developing greater expertise and increasing their investment in sport.
As sport becomes embedded in everyday life, the next stage of growth will no longer come solely from attracting more people into sport, but also from participants staying involved for longer, developing greater expertise and increasing their investment in sport. Brands can identify high-potential sports and their core audiences through three lenses: scale, engagement depth and value creation.
Qiqian Li, Senior Research Analyst – Luxury & Fashion, China
According to the official definition, sport comprises competitive sport, mass participation sport and school sport. This Report focuses on mass participation sport, defined as sporting activities that are widely practised by the general public, including football, basketball, badminton, table tennis, tennis and yoga. It also includes outdoor sports, defined as activities undertaken outdoors and not confined to specific venues, such as outdoor running/marathons, cycling, skiing, rock climbing and mountaineering.
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