The growth playbook for emerging sports
As the global sports marketplace becomes more fragmented and competitive, Niche sports, leagues and teams are emerging, and disruption of the traditional sports landscape is taking place.
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.
Sydney FC announced a new partnership with EatClub, which became the Official Food and Drink Partner for the club’s clash against Wrexham AFC in July
Nick Daicos became the newest face of Elite Supplements and as part of his new ambassador role, he’ll feature in a series of national campaigns, digital content and in-store experiences
Rugby Australia/The Wallabies welcomed Guinness on board for The British & Irish Lions Tour to Australia 2025 - Guinness plans to have significant on & off premise activity across Australia, be poured at Lions games in fan zones and have various consumer activations going live
James Hardie became the Naming Rights Partner of Parramatta Eels’ Centre of Excellence and Community Centre
Hawthorn FC extended its contract with official real estate partner The Agency for a further two years, which will continue as the club’s official recruitment partner, as well as an associate partner of 'The Hawthorn Network', the club’s corporate and leadership event series
GANDEN Engineers and Project Managers renewed its partnership with Gold Coast SUNS until 2028 and will feature on the back of the club’s AFLW guernseys
Australian building company Maple Living joined South East Melbourne Phoenix for the NBL26 season as an official partner
XXXX teamed up with Puma to launch a custom 3D printed boot for Queensland Maroons Captain Cameron Munster with a "home soil advantage" during away games by incorporating soil from his home ground in Rockhampton
Seven Network announced its inaugural “7AFL Kids Call” (Supported by Nintendo) which see three young footy fans present and commentate for the Round 15 Western Bulldogs and Richmond clash, alongside Cody Weightman and Darcy Moore
Geelong FC announced plans to 'Kit Out the Cattery’ and convert GMHBA Stadium into an American-style sea of white by giving all fans free collectible Cats t-shirts at Friday night's blockbuster clash against the Brisbane Lions
NBL CEO David Stevenson and Australian basketball legend Luc Longley joined player representatives from the WNBL & Hungry Jack's NBL to announce the return of HoopsFest in 2026
The NBL also unveiled its plans for “Ignite” - a new in-season tournament set to reshape Wednesday nights and add 21 extra games to the basketball schedule
Cricket Australia announced “West Fest 2025” - Bringing together three of WA’s most iconic events – the NRMA Insurance West Test Ashes, a Perth Scorchers Weber WBBL match, and the WA Day Festival, alongside a program of music, food, fan experiences, and cultural moments
LIV Golf Adelaide 2025 delivered another record, with the event delivering $81.46 million to the South Australian economy (+14% YoY)
Rugby Australia released its Inclusion Strategy for 2025-2029 - It identifies five key focus groups as a priority for Australian rugby being women and girls, First Nations, Pasifika, LGBTQ+ and All Abilities
Knights Strong, the community arm of The Wests Group, announced a transformational $2 million pledge to Ronald McDonald House Charities (RMHC) Northern NSW — helping expand support for families with seriously ill children across the region
ESPN secured the rights in Australia and New Zealand for Australia's upcoming men's cricket tour of the Caribbean, marking the first time ESPN has aired an Australian overseas cricket tour since launching in Aus/NZ 30 years ago
Airbnb and FIFA announced a major multi-tournament partnership for the FIFA Club World Cup 2025™, the FIFA World Cup 26™ and the FIFA Women’s World Cup 2027™ (380,000+ guests are expected to use Airbnb for stays during the FIFA World Cup)
Apple released a “haptic trailer” for the upcoming racing film “F1” that brings racing sensations to iPhones by leveraging the phone’s Taptic Engine to deliver vibrations that sync with the onscreen action
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The growth playbook for emerging sports
As the global sports marketplace becomes more fragmented and competitive, Niche sports, leagues and teams are emerging, and disruption of the traditional sports landscape is taking place.
Related: Sports landscape is shifting
The purchase of the Australia SailGP team by Hollywood stars Ryan Reynolds and Hugh Jackman has made headlines lately, and it’s a signal of a broader trend currently taking place in sport…
From niche to global-giant
There’s multiple examples of historical successful case studies where sports have exploded in popularity and value:
Few sports have experienced the explosive growth that mixed martial arts and the UFC has over the past 30 years. The UFC was once a niche league when Dana White and casino operators, the Fertitta brothers, purchased it for just $2 million in 2001, rescuing it from collapse. Since then it’s become one of the most valuable sports organisations globally, recently valued in 2023 at $12.3 billion when it merged with WWE under TKO Group.
Wrexham AFC spent decades in the lower tiers of English football but since being purchased by Ryan Reynolds and Rob McElhenney for around $2.5 million in 2021, it’s become one of the most popular European soccer clubs (thanks to the docuseries "Welcome to Wrexham). It’s being reported that the owners are trying to sell a stake valuing the team at $475 million, (19,000% Valuation Growth).
*Wrexham AFC are set for its pre-season tour down under in July with matches confirmed versus Melbourne Victory, Sydney FC, and Wellington Phoenix
Formula 1’s rejuvenation
Since being purchased by Liberty Media in 2017 for $8 billion it’s achieved rapid (and somewhat unexpected) growth over recent years and is now worth $30+ billion.
Growth in viewership, media rights, ticket sales, sponsorships, and hospitality has exploded, underpinning substantial increases in revenue and valuation.
In 2024, Formula One’s annual revenue rose for the fourth year running to $3.65 billion, and now Every Formula One team is now worth more than $1 billion.
A recent Nielsen report estimates there are now 750+ million F1 fans worldwide.
In Australia:
The 2025 Australian Grand Prix smashed attendance records with 465,498 fans at Albert Park
Paramount's Network 10 reached 3.6 million Australians
Inspired by these success stories, others are eager to follow suit using similar tactics.
New and existing sports are embracing a set of common tactics, many of which are showing promising results
Private ownership and investment
Many emerging and fast-growing sports are privately owned, allowing owners to pursue commercial returns with greater agility and clearer accountability than traditional governing bodies. This drive for success often accelerates innovation and fan engagement, unlocking new revenue streams and boosting long-term value.
SailGP was co-founded in 2018 by Oracle billionaire Larry Ellison, and has quickly grown into a prominent international sailing competition. With 12 teams (8 privately owned) the league isn’t profitable yet, but it's showing strong commercial momentum, more than doubling its annual revenue year-on-year. From generating $10 million in its debut season, SailGP is now expected to bring in up to $150 million this season.
Sail GP is receiving a lot of interest from high-profile/celebrity investors - some worth noticing:
Ryan Reynolds and Hugh Jackman became co-owners of the Australia SailGP team
Soccer superstar Kylian Mbappé invested in the France SailGP Team
SailGP’s Italian team was acquired for $45m by a consortium which includes actress Anne Hathaway (Red Bull is the title partner)
USA SailGP boasts owners such as Milwaukee Bucks co-owner Marc Lasry, pro boxer Deontay Wilder, former U.S. men’s national soccer team player Jozy Altidore, actress Issa Rae, serial tech entrepreneur Gary Vaynerchuk, and NFL players DeAndre Hopkins, Malik Jackson, and Roquan Smith
There are countless examples of privately-owned leagues, teams and franchises who’ve experienced rapid and exponential growth in valuation over recent years, Sail GP is one of them.
This phenomenon has led to the likes of Cricket Australia exploring privatisation for its Big Bash League to help it keep pace with other leagues such as the IPL.
Sports are rapidly becoming an attractive investment vehicle for a range of stakeholders, including private equity firms, sovereign wealth funds, and national governments, due to their global reach, cultural influence, and growing commercial upside.
Countries are investing in sports
Saudi Arabia has been investing heavily in sports (e.g. LIV Golf) to try and diversify its economy and reduce its reliance on oil, and its giving preference to sports that are willing to evolve.
Danny Townsend, CEO of SURJ, a subsidiary of Saudi Arabia’s powerful Public Investment Fund, which holds vast financial firepower to invest in sports — says the organisation will “steer away” from sports that are unwilling to embrace change.
Celebrity influence
High-profile athletes and celebrities are using their cultural influence, reach and financial power:
Athletes are creating their own leagues:
Tiger Woods and Rory McIlroy co-founded TMRW Sports and launched TGL Golf - a tech-infused, 3v3 golf league
Shaun White debuted his new Snow League in Aspen earlier this year
Hollywood stars Ryan Reynolds and Hugh Jackman are well placed to use their mass-reaching (83m+ Instagram followers) channels to help boost the profile of their new Australia SailGP team which has 75k Instagram followers
Virat Kohli has 274+ million Instagram followers (third most followed athlete globally) and and recently became an investor in the World Bowling League which is planning to roll out an international competition that includes six franchises
Athletes are getting active in sports they’ve invested in – During the Australian Open 2025 Nick Kyrgois and Naomi Osaka visited QT rooftop to play some Pickleball in front of media
Nick Kyrgois is also starring in a new pickleball-based reality TV series called "Smash City" on OnlyFans TV, alongside reality TV personality Sophie Stonehouse and adult film star Rachel Starr.
Festivalisation of sport
Fans want more than just the game. They want spectacle. To meet these changing consumer demands, major sports events and leagues are evolving, with rights holders creating entertainment-first live event experiences, and large-scale festival-like experiences that live beyond stadium walls.
Darts has experienced a surge in audience growth over recent years. The party-like atmosphere trademarked by loud music, player walk-ons, fancy dress and lots of alcohol has helped underpin this success. This has led to significant broadcast deals and substantial increases prize money for competitors.
Rugby’s planned breakaway R360 league is determined to turn each round it plays across its global 14-16 week circuit into a festival-like event with concerts and entertainment
In Australia, LIV Golf Adelaide has quickly become the most exciting and successful event on the global golf event calendar by embracing high-energy, loud music and entertainment (where it’s common for golfers to do shoeys with DJ’s on stage) and this has helped make the golf experience attractive to a completely new fan base.
Related: The world's best golf event (literally)
Global leagues, big cities and iconic Locations
Sports are entering new markets, targeting major cities and iconic locations.
R360 is planning a “Grand Prix-style” global league, with a travelling 14-16 week circuit where games are played in a different major city each week. Organisers have floated hosting games at venues such as Tottenham Hotspur Stadium (London), Spotify Camp Nou (Barcelona) and Croke Park (Dublin)
The World Bowling League is reportedly in the advanced stages of finalising franchises in Japan, South Korea, Singapore and India
The Snow League’s first season feature three destinations including Aspen, Secret Garden China and Switzerland
SailGP’s events are held across five continents, and in places like Dubai, Sydney, Auckland, Los Angeles, Saint-Tropez, Rio de Janeiro, and Abu Dhabi
Attractive to global sponsors
Celebrity endorsement, major financial backing and global reach make sports appealing to high-profile sponsors, that invest millions of dollars annually to help fuel growth.
The Snow League, debuted this year with a host of big-name sponsors including Marriott Bonvoy, INEOS Automotive, Pacifico, Hublot and Tiffany & Co. These partnerships have enabled the competition to offer athletes the opportunity to compete for an unprecedented $2.5 million in prize money
SailGP has attracted sponsorship from some of the most prestigious brands such as Rolex, Tager Heuer (LVMH), J.P. Morgan, Emirates, KPMG, Land Rover and Accor Hotels
Hugh Jackman and Ryan Reynolds recently announced that it’s rebranded the Australian SailGP team to the BONDS Flying Roos as part of a new title partnership with the underwear company
Broadcast strategy
In its early stages, SailGP adopted an unconventional approach to media rights by offering them for free. This strategy aimed to maximise global exposure and rapidly build a fan base. By removing financial barriers for broadcasters, SailGP ensured widespread coverage across various platforms and regions, which was crucial for establishing its presence in the competitive sports market.
Over time, as the league's popularity grew, SailGP transitioned to more traditional media rights agreements, securing major financial deals with major broadcasters which has been pivotal in expanding its global footprint and enhancing the league's commercial viability.
Similar tactics have historically been adopted by Formula 1.
*Foxtel and Kayo Sports broadcast SailGP races in Australia.
Storytelling & digital engagement
It’s been well-noted that documentaries like Drive to Survive and Welcome to Wrexham have massively helped underpin the growth of their respective sports — transforming niche or underdog teams into global sensations by humanising athletes, building emotional investment, and drawing in new audiences.
But the potential of storytelling isn’t limited to long-form, high-production documentaries, it’s showing up in other forms of content, and across a wide range of platforms.
Online media is revolutionising the way golf is experienced and it's often the entry point (top of funnel) for younger fans. A previous survey from Deloitte found that 90%+ of Gen Z fans use social media to consume sports content.
Traditionally, golf-viewership has tended to skew older, but its gaining popularity on platforms where the age distribution is on the younger side.
Online creators are a key driver of the game's growth, and sports are recognising the power of the creator economy - LIV Golf announced a new strategic partnership with the world's "most-followed" YouTube golfer Rick Shiels (2.9m subscribers) who is set to produce content at all 14 events in 2025
In addition, platforms such as TikTok have given rise to emerging sports like #parkour #pickleball, and professional women's basketball.
Expansion into new markets
Traditional sports are expanding into new, non-traditional markets to grow their fan bases.
The rise of Major League Cricket in the US marks a significant and strategic push to establish cricket in a country traditionally dominated by sports like baseball, basketball, and American football.
The NRL is attempting to expand into the US via an annual season opener in Las Vegas
An exhibition match of India’s second most popular sport, Kabaddi, a traditional Indian sport combining elements of wrestling and tag, was hosted in Melbourne in late 2024
The NFL is expanding into new international markets via its “Global Markets Program”
…the list goes on.
Related: Can the NRL’s Vegas Gamble Pay Off?, Everything you need to know about the NRL's Las Vegas expansion
Success isn’t always assured
Grand Slam Track, the track circuit led by four-time Olympic gold medalist Michael Johnson that secured more than $30 million in funding last year, cancelled its final race in Los Angeles. It cited a shift in the global economic landscape after completing events in Jamaica, Miami and Philadelphia.
Traditional sports are responding to the changing landscape
Embracing complementary sports
Traditional sports are embracing new complementary sports which are playing a significant role in growing the traditional ones:
Padel, Pickleball and Table Tennis are helping fuel the growth of the "racquet sports" ecosystem, including traditional tennis - Recognising this, at the 2025 Australian Open, Tennis Australia gave fans the chance to play Padel at the at Grand Slam Oval in Melbourne Park. Fans could also play Table Tennis at The Red Bull Rally activation site - see here.
In March, the BIG3 (founded by Ice Cube) announced that it will host its first-ever international BIG3 Showcase in Australia in November 2025 through a groundbreaking new partnership with the NBL and GameAbove Sports.
Traditional sports are changing format
Sports are adapting their formats in order to meet the changing landscape and to meet fans’ demands. Some recent examples worth noticing:
The US Open has controversially revamped its doubles program and introduced a reimagined 2-day Mixed Doubles Championship primarily for singles players, pitting the world’s most high-profile players with and against one another
In an effort to create a quicker pace of play, Major League Baseball introduced a 30-second timer between batters in 2023 (among other tweaks)
The NBL has just unveiled its plans for “Ignite” a new in-season tournament set to reshape Wednesday nights and add 21 extra games to the basketball schedule.
Moving forward, which sports will succeed? And which will fail?
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Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.