Sports industry leaders have warned that media rights values are set to decline and can no longer be relied upon as the primary driver of growth across the sector, according to a new report from PwC.
Media Rights Decline Predicted
PwC's Global Sports Survey, which polled more than 500 senior executives, found that growth is expected in nearly all revenue streams over the next three to five years—except for media rights. Even major properties like the Premier League have seen some media rights contracts decline on a per-game basis amid global industry headwinds.
The survey highlights that sports organisations must abandon a one-size-fits-all approach to media in response to changing consumption habits, particularly the growing divide between older and younger fans. While older fans remain loyal to traditional television coverage, younger audiences prefer a wider mix of social media highlights, creator-led content, and interactive experiences. This trend was cited by the BBC when it scrapped the magazine show Football Focus last month, while Gary Neville's The Overlap acquiring YouTuber Mark Goldbridge's channels illustrates the shift toward different platforms.
"The fan ecosystem is fragmenting faster than ever, and that's creating both pressure and possibility for rights holders," said Tom Karkeek, a director in PwC's Sports Practice. "Younger audiences expect always-on engagement across social, interactive and creator-led channels, while older fans remain loyal to live broadcast traditions. The next wave of growth will come from organisations that tailor content to each audience segment, not by chasing every platform, but by building coherent, multi-layered strategies that strengthen reach, relevance and community."
Premier League Streaming Service
The warning comes as the Premier League prepares to launch a streaming service in Singapore later this year, bypassing traditional broadcasters. The move is seen as a potential precursor to a wider shift toward direct-to-consumer distribution in other territories, helping to insulate against declining media rights values.
Wider Growth Forecast
Beyond media rights, PwC's survey found optimism among executives that the sports industry will grow by more than seven percent annually, driven primarily by Asia and North America. Team and franchise valuations are expected to increase by around eight percent per year, while women's sport is projected to transition from hypergrowth to sustained double-digit expansion.
"Sports markets worldwide are entering a phase of more balanced but still resilient growth," said David Trunkfield, Global Sports Lead at PwC UK. "Mature regions are recalibrating after years of rapid media-driven expansion, while emerging markets are accelerating as investment, demographics and infrastructure begin to align. This shift is creating a more diversified global landscape, and the organisations that succeed will be those that adapt their commercial models to local realities while looking outward for scalable, cross-market opportunities."
