Levelling the playing field: how technology is creating opportunities for lower tier sports

12th February 2024
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CIL’s Media practice considers the new models that can help sports organisations increase their revenues in three key areas: media rights, sponsorship, and matchday and merchandising.


Digital engagement and the new winners in sport

Sporting organisations have seen a period of significant revenue growth, driven in particular by record broadcast rights. However, the benefits have mostly accrued to the few top tier sports that attract global audiences; lower tier sports have been left behind.

As sports fans increasingly turn to digital channels, new opportunities are opening up for all tiers of sports to grow audiences, deepen engagement and increase revenues.

This piece considers the implications of these new models on both short-term and long-term commercial strategies and the demand for increasingly sophisticated strategic partners to help optimise these opportunities.

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