The Sport Industry Report 2025 highlights the transformative role of technology in shaping the UK’s sports sector, underlining its position as a global leader in innovation and development. The report, produced in collaboration with Nielsen Sports, paints a dynamic picture of the sports landscape and its readiness to embrace technological change.
One of the key findings reveals that 80% of sports fans and 96% of industry professionals believe technology has a net positive impact on sport. Emerging innovations in artificial intelligence (AI) and data analytics are particularly influential, enabling hyper-personalized fan experiences and revolutionizing athlete performance optimization. The integration of these technologies is seen as essential for maintaining the UK’s competitive edge on the global stage.
The UK remains a thriving hub for sports innovation, supported by $6.5 billion in investments across 375 deals in 2023/24 alone. Over 35% of European sports investments involve UK-based assets, showcasing the country’s appeal to institutional investors. This influx of funding is directed at areas like digital transformation, streaming platforms, and immersive fan experiences.
Fan engagement is another area undergoing significant technological transformation. Social media now dominates as a primary channel for sports consumption, with 73% of fans following their favourite sports on these platforms. The appetite for innovation is evident, with 76% of fans advocating for new formats and ideas to enhance their experiences.
Sustainability is also intertwined with technological advances. Notably, 87% of fans aged 18-34 express willingness to pay higher ticket prices if the funds are directed toward environmental benefits, highlighting the role of green technologies in shaping future fan engagement strategies.
As the Sport Industry Report 2025 underscores, the UK’s sports sector is primed for a future defined by technological innovation, inclusivity, and sustainability. The combination of cutting-edge advancements and robust investment ensures that the UK continues to set benchmarks for the global sports community.