Sports

Combining industry expertise, data and technology to transform your sporting organisation for sustained success

A trusted partner to deliver the outcomes you need

In competitive sport, results are everything. We help leagues, teams, investors, media organisations and venues realise their potential. Whether you’re looking to improve fan engagement or find new routes to growth, we’ll find and deploy the right strategies and technologies for you to transform more effectively and change operating models.

Our specialist sports team combines experts in tax, deals, risk, workforce and more, all of whom have particular experience in delivering results for organisations across the entire sports sector. We’ll bring these specialism together as your trusted partner to find growth in ways that protect your brand, people and culture. It’s an approach that allows us to see the whole picture — with diverse teams that combine industry expertise, sector specialisms, and powerful technology to provide the outcomes you’re looking for.

We’ve advised a wide range of clients globally, from clubs, franchises, leagues and governments, to sovereign wealth funds and private and institutional investors. And we’ll work with you throughout, from single activities to building a movement for change, helping leadership understand and adapt to an evolving landscape, so you’re always in control of the direction you’re heading. For your business, your people and your fans.

“Sporting organisations need a trusted and credible advisor that can help them continually transform for growth. At PwC, we’re a team that sees the whole picture, combining our widespread expertise with powerful capabilities to deliver the trusted change you need and your fans want”

_{Clive Reeves

Global Sports Lead, PwC UK}

Is the sports industry on track for growth?

Download the latest edition of our Global Sports Survey

Since 2016, we’ve been tracking the pulse of the sports industry and revealing leaders’ perspectives on market growth, opportunities and challenges. This year, sports leaders are more optimistic about the outlook for the global sports market. With market drivers including GenAI, women’s sport and shifting investor priorities, there are opportunities for leaders looking to drive growth and secure competitive advantage.

Explore the insights

Keep pace in an evolving sports industry with the right strategy

Realise greater value in deals and investments

From large corporates to sovereign wealth and private equity, investor interest continues to be drawn to sports. To ensure investment that realises and protects value, it’s essential organisations are ready when new commercial and investment opportunities arise.

But as such a unique asset, investment in sport requires careful consideration. We’re able to bring together a global network of experts with the best of PwC's technology capabilities to deliver exceptional services that guarantee success, whether that’s attracting investment and finding suitable buyers, managing risk and compliance, navigating tax implications, unlocking capital for infrastructure, and more.

Use data and insight to improve fan loyalty and engagement

Data has become a critical component in finding opportunities and unlocking new value. Those organisations that can responsibly commercialise data will find more profitable growth, attract investment and sponsorship, set themselves apart from competitors and engage fans better across all global markets.

Our team of data experts can help you better understand the nuances of your organisation - which data to use, when and why.

And with cross-sector expertise and powerful technology relationships, we’ll help you commercialise that data, to enable profitable growth, set you apart from competitors, make smarter decisions and engage fans better across all global markets.

Use technology to transform for success

Technology plays a crucial role in sporting organisations meeting ongoing growth ambitions.
But whether it’s looking to new technologies such as GenAI and machine learning to improve efficiency, or cloud solutions to improve experiences, independent technology solutions won’t work.

Organisations need to spend on data, infrastructure and upskilling leadership to really see results. We bring together relevant sector expertise and technology experts to develop a successful digital transformation roadmap to unlock your true potential, from new technology stacks to help your workforce, to smart venues that revolutionise the fan experience. And we’ll help you deploy, manage and run this change at every stage.

Transform operations and empower your workforce

Changing the structure or focus of a sporting organisation can be a unique challenge. But increasing media scrutiny, regulatory challenges, and strategic shifts means it’s also essential for continued success.
Transforming in the right way requires a partner that can see the whole picture.

We bring together industry, business, strategy, talent, HR, data analytics and technology to help you transform from the top down. And not just the functional elements of your organisation, but the culture, workforce and leadership, too.

However you’re looking to evolve, we’ll help you build a movement for change, to continually transform for growth in a way that protects your brand, your people and your culture.