【运动市场报告】德勤+2023运动产业趋势展望.docx

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1、2023sportsindustryoutlookContentsThevirtualizationofsports:Fromnoveltytoutility4Tacklingrisksinamaturingsportsbettingmarket5Privateequityandsports:Teamingforthelongterm6Thenextwinforwomen,sprofessionalsports7Newpossibilitiesfromtheprofessionalizationofcollegeathletics8Signpostsforthefuture9AboutDelo

2、itte,soutlooksDeloitte,s2023outlookforthesportsindustryseekstoidentifythestrategicissuessportsorganizationsshouldconsiderinthecomingyearandtheirimpacts,aswellascriticalquestionstoaskandkeyactionstotake.Thegoalistoequipsportsorganizationswiththeinformationtheyneedtohelppositionthemselvesforastrong,re

3、silientfuture.ExecutivesummaryInthisglobalgoldenageofsports,2023isexpectedtobringorganizationsandathletesmorechancesthanevertodeeplyconnectwiththeirfans.ThisincludesengagingthroughsomeimportantinternationaleventsliketheCricketWorldCup(India),RugbyWorldCup(France),andtheFIFAWomensWorldCup(Australiaan

4、dNewZealand).Thisyearwillalsoseenewmediadealsandmoreinnovationsfromstreamingprovidersastheirinfluencegrows.Inachallengingeconomicenvironment,sportswilllikelystillbeseenasanattractiveoptionforinvestment,withinvestorsendeavoringtotakearesponsibleandsustainableapproach.Technologywillcontinuetoinfuseeve

5、ryaspectofsports,empoweringathletesandcreatingamoreimmersiveexperienceforfansatliveeventsandathome.Ingeneral,2023willbeaboutmakingthemostofthesenear-termopportunitieswhilemanagingassiatedriskswiththelongerterminmind.Hereisour2023outlkinbrief: Theblendingofphysicalanddigitalexperienceswillmovefrompro

6、vingconceptstocreatingnewfunctionalityandbetterexperiences. Withthepossibilityofnewsportsbettingrestrictionsemergingaroundtheworld,therewillbeagreateremphasisonriskmanagementandresponsibilityastheindustryseeksmoregrowthandprofitability. Interestandinvolvementbyprivateequityinvestmentinsportswillcont

7、inuetogrow.Howwillsportsorganizationsrespondtonewtypesofinvestorsandtheirexpectations?Howwillinvestorsactduringapotentialeconomicdownturn? Afterabreakthroughyear,womensprofessionalsportsareinastrongpositiontofurtheradvancein2023,butadditionalworkisnecessarytoimproveawareness,expandsponsorship,andgro

8、wmediarightsvaluationsandinvestment. CollegeathleticsintheUnitedStatesareundergoingunparalleledchange.Itwillbeachallengetobalancetheextraordinaryopportunitywithresponsibilitytostudent-athletes,schls,fans,partners,andalumni.Thevirtualizationofsports:FromnoveltytoutilityTheuseofdigitalassetssuchasnon-

9、fungibletokens(NFTs)1fantokens,andblockchain-enabledticketsareevolvingforsports.Manymajorsportsorganizationsaosstheworldareworkingwithpartnerstobuildmarketsintheseareas.Simpledigitalllectibles,originallyseenascuriosities,arebecomingadvanceddigitalassetsthatcanbeusedtoimprovefanengagementandloyaltyan

10、dcreatenewbusinessmodelsandevenmorenewrevenuestreams.Inthecomingyear,expecttoseemajorstridesfortheseassets.ThebroaderNFTmarkethassoftened,withoverallsalesandactivityseeingasignificantdeclinein2022.1However,thesportsmarketnaturallylendsitselftothellectorsmindsetandathletes,teams,andleaguesarecontinui

11、ngtolookathowtobestleveragetheseassetstodrivefanengagement.Manyleaguesandorganizationshaveformedpartnershipsinthisspace,somewithmultipletechnologyandentertainmentcompanies,fordifferentproducts.SorarehaspartneredwiththeNationalBasketballAssociation(NBA),MajorLeagueBaseballMLB),MajorLeagueSoccer(MLS),

12、Bundesliga,LaLiga,andotherftball(socr)leaguesfortheirNFT-basedfantasygames.2FIFAlaunchedFIFA+CollectwithpartnerAlgorandtoprovideaplatformforWorldCup-relateddigitalllectibles.3TheNationalFtballLeague(NFL)isworkingwithMythicalGamesonNFLRivals,ablockchain-basedmobilegame;TicketmasteronmmemorativeNFTtic

13、kets;DraftKingsonReignmakers,anNFT-basedfantasysportsgame;andDapperLabsonNFLAllDay,anNFTmarketplace.4Digitalllectibles,andtheirpotentialasaninvestment,arenotlikelytodrivethismarketaloneinthelongterm.TheshifttowardNFTsthatcanprovideadditionalutility,functionality,orredeemabilitytotheownerwillbeimpera

14、tive.ThisukjincludeNFTticketing,whichisbeginningtoseeuseformusicconcertsandisbeingdiscussedforinternationalsportingevents.5NFTticketingcanreducefraud,increasetransferability,andestablishaliveandeternallinkbetweenissuerandowner.Italsohasthepotentialtodrivenewsourcesofrevenueforsportsorganizationsthro

15、ughsendarysales.Thekeyistonotjustreplacesomethingphysicalwithsomethingdigital,buttonnectandleveragethetwotocreatenewvalue.NFTticketscouldunlockuniquebenefitsforfans,likeaccesstorealandvirtualeventswithathletes,privilegesinvenues,votingonteamdbdecisions,andexclusiveaccesstouniquemerchandise.NFTsinspo

16、rtswillneedtoovercomesomebarriersandquicklytoprogressrapidly.Formanyfans,thebarrierstoentrycanseemhigh,mainlybecauseofagenerallackofunderstandingofwhatNFTsareandhowtheywork.Therearealsoworriesaboutrisksandimmaturityinthemarketandthesustainabilityoftheservices.6Sportsorganizationsandtheirtechnologypartnersshouldnsidermakingi