普华永道：2026年全球体育行业调研报告：开辟新赛道（第九版）（英文版）（49页）.pdf

1、Global Sports Survey|1 Chapter Name1PwCSports Industry:Blazing a new trailGlobal Sports Survey9th Edition,May 2026Report Title|1 Chapter Name2PwC2PwCGlobal Sports Survey|9th EditionForewordWere delighted to introduce the ninth edition of our Global Sports Survey.This year we gathered 517 responses f

2、rom senior sports executives across 48 countries thank you to everyone who shared their perspectives on the current state and future direction of the industry.Since its launch in 2016,the survey has taken the pulse of global sport by tracking leaders views on growth,risks,and opportunities.New this

3、year,we add a fan lens(7,250 survey responses across 17 countries)to complement the executive view,providing a dual perspective on how strategies align with audience expectations.In the pages that follow,we assess the growth outlook and explore five themes we believe will shape the next phase of the

4、 sports economy:the investment landscape,changing fan behaviours and media consumption,the positive momentum in womens sport,the evolution of stadiums and venues,and sports integrity and governance.The industrys opportunities remain significant,but must be considered alongside macroeconomic uncertai

5、nty that could influence consumer spending and investor appetite.This will require the industry to blaze a new trail,with bold strategies and creative approaches to deliver growth.A special thanks to our interviewees Jo Redfern,Holly Murdoch,Alex McLin,Bex Smith,David Rader,Jonathan Fascitelli and R

6、egina Rossi whose insights deepen and enrich the analysis.We hope you find the report thoughtprovoking and useful to help you navigate change and capture the opportunities ahead.Shin SzedlakSports Business Advisory,Switzerlandshin.a.szedlakpwc.chReport Title|1 Chapter Name3PwC3PwCGlobal Sports Surve