德勤（Deloitte）：2022年體育產業展望報告（英文版）（7頁）.pdf

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1、2022 sports industry outlook23The accelerated merging of the physical and virtual 4Shifting power in college athletics 5Moving beyond NFTs 6A tipping point in the sports betting market 7More than sports: Well-being for athletes, society, and the planet 8Signposts for the future 9ContentsIt has taken

2、 an enormous amount of planning and effort to get to this point, with the return to smooth operations dominating the efforts of many leagues, owners, teams, and athletes. When pandemic-era adversities fade, we can bring their lessons and innovations forward into a new future.Our 2021 outlook highlig

3、hted the need for sports organizations to seek new and varied revenue streams and ways to forge deeper fan connections amid the pandemic. We also underscored the need for greater focus and action on equity and justice issues regarding race, gender, and LGBT+. We have seen some progress in this space

4、, with increased financial commitments from major sports leagues and governing bodies, formal investigations into inequalities at the collegiate level, and growing accountability in womens professional leagues, but there is more to do.We also see trends and opportunities that had been somewhat dorma

5、nt during the pandemic emerging over the next few years. They have the potential to shift centers of power in the sports business, create massive new possibilities for growth, and cross-pollinate each other. Our 2022 outlook in brief: We will see the blending of the real and digital worlds accelerat

6、e, with growing markets for data capture and analytics, esports, non-fungible tokens (NFTs), and immersive technologies. College athletics will see some of its biggest changes ever, with student-athletes exercising more self-determination. Blockchain-enabled innovations have a chance to open entirel

7、y new markets and options for fans beyond simple collectibles. Sports betting has entered the mainstream, and companies will continue their relentless pursuit of new customers. The role and duty of sports in society will continue to receive increased attention, with a focus on sustainability and men

8、tal health. There are more ways to consume sports content than ever before, and these new and emerging areas will further diversify the market. With so many options, fragmentation and overload could become more significant near-term challenges. Amid this evolution, it is important to remember that t

9、he fundamentals of sports remain the same, with fan experiences at their center.2022 sports industry outlook2022 sports industry outlookBy the end of 2021, we saw most professional sports leagues and college athletics return to a relative sense of normalcy, with full seasons and live fans. We even g

10、ot to experience the Tokyo Olympic and Paralympic Games. Hopefully, we are heading toward a future where empty stands, “bubbles,” and shortened seasons are no longer challenges.About outlooks Deloittes 2022 sports industry outlook seeks to identify the strategic issues sports organizations should co

11、nsider in the coming year and their impact, as well as critical questions to ask and key actions to take. The goal is to equip US sports organizations with the information they need to position themselves for a strong, resilient future.Executive summary 542022 sports industry outlook2022 sports indu

12、stry outlookThe digitization of sports is ongoing and transformative, spurred by growth in athlete data capture and analysis, augmented reality (AR) and virtual reality (VR) technologies, sports gaming and betting platforms, and more recently, the rise of NFTs. Sports organizations and media players

13、 are looking to combine the best of both the physical and virtual worlds. To do it, theyre adding digital enhancements to live events, including using the power of social media to engage. They are also trying to bring the energy, immediacy, and excitement of in-person experiences to the digital real

14、m. In the next year, this blending will likely accelerate as emerging technologies gain wider adoption.The use of VR and AR in sports has been increasing over the past few years, with new applications for training and simulation, broadcasting, and in-venue experiences. With the greater deployment of

15、 5G and its low-latency benefits, AR applications are multiplying. For example, Deloitte and the USGA have collaborated on an AR app to enhance the fan experience, with near-real-time shot tracking and 3D course models.1 AT&T and the WNBA have partnered on the Game View app to visualize game statist

16、ics in AR.2 At the stadium, you can take pictures with your favorite players in a real-world setting.3 The NHL, together with Verizon and Immersiv.io, is bringing together player- and puck-tracking, along with new ways to consume real-time statistics for a more immersive in- game experience.4 This e

17、xperimentation will continue and gather momentum.Another major trend accelerating the merging of physical and virtual worlds is the rapid growth of sports-related NFTs. Leagues, individual athletes, and their partners are making digital collectibles, video clips, and enhancements to physical collect

18、ibles available for sale and trade. Deloitte Global predicts that there will be more than US$2 billion in sports-related NFT transactions in 2022.5 Leaders in this field are raising hundreds of millions of dollars in investment, and all the major leagues now have NFT partners.6 Among them are the NB

19、A and WNBA with Dapper Labs and their Top Shot platform.7 The NFL recently announced a partnership with Dapper Labs (NFL All Day), and the MLB is working with Candy Digital.8 We have also seen a rise in the popularity of virtual/fantasy sports games like Sorare, that blend fantasy sports, NFTs, and

20、real-world soccer into a completely new way for fans to engage.9 As the market gets more crowded, what approach will see the most success?Several events occurred in 2021 portending dramatic shifts in power in college athletics that will play out over the coming decade. The NCAA expanded the one-time

21、 transfer exception to all Division I sports, meaning student-athletes in more popular sports now dont have to sit out a season if they transfer schools.10 After some states passed legislation allowing college athletes to profit from their name, image, and likeness (NIL), the NCAA released interim p

22、olicies so all student-athletes can take advantage of the opportunities that result.11 Finally, multiple schools announced they would be changing athletic conferences over the next few years.12 With many states enacting or proposing NIL-related legislation and the NCAA permitting college athletes to

23、 benefit from NIL opportunities no matter what school they attend, the market is now wide open. Student-athletes are free to pursue financial opportunities across social and traditional media, physical and digital merchandise, endorsements, and many other areas. Ecosystems of agents, consultants, an

24、d digital services are quickly building around the opportunity, and schools are providing support and educational resources to student-athletes. Some athletes are already seeing more than US$1 million in opportunities for their efforts.13 As such, we are likely to see a redistribution of power betwe

25、en student-athletes, coaches, teams, and schools. While agreements are still in their early days, there could be both positive and negative consequences: potential recruiting advantages, changes in gender disparity, newfound attention to niche sports, and more empowered student-athletes.The second m

26、ajor power shift that will continue to unfold in 2022 is the significant realignment of conferences, with schools looking to boost their status and revenue. Some see this as a further concentration of power for teams that are already highly successful. To wit, Texas and Oklahoma announced their move

27、 from the Big 12 to the SEC occurring in 2025, and the Big 12 is adding teams from the American Athletic Conference, who, in turn, found replacements.14 This reshuffling has led to the announcement of a new collaboration between the ACC, Big Ten, and Pac-12 conferences.15 There will be more changes

28、in the next year as the ramifications of realignment continue to spread. The question is, how quickly will they occur? These structural changes will shift the balance of power, creating new opportunities and challenges for student-athletes, schools, conferences, the NCAA, and college sports fans. Ho

29、w will the rapidly growing NIL market, realignment, and other changes ultimately shift the balance, especially with the backdrop of a transforming NCAA? The accelerated merging of the physical and virtual Shifting power in college athletics Strategic questions to consider:Strategic questions to cons

30、ider: What is the long-term sustainability of the sports NFT market? What can be done to drive more demand and engage as many fans as possible? Will AR move beyond simply fun and interesting fan experiences to something more pervasive and essential? How will these technologies shape other notable em

31、erging business areas, such as ticketing and sports betting? What new sports experiences blending the physical and virtual, sport and esport, will emerge? Will federal action take place regarding NIL? If it happens, will it be narrowly focused or a broader change to student-athlete rights? Will thes

32、e changes exacerbate or improve gender disparity issues in college athletics? How will the proposed changes to the NCAA constitution, which gives more power to the divisions, impact these issues?16 What will be the implications of these issues to smaller schools and the vitality of their sports prog

33、rams?76Sports-related NFTs have seen a lot of attention and investment over the past year, opening the door to additional blockchain-enabled innovations. With the rising use and involvement of cryptocurrency and associated exchange platforms, a nexus will form around sports collectibles, ticketing,

34、betting, and gaming. We are just beginning to see its potential, as well as the new markets it could lead to.Cryptocurrency has been playing at the margins of the sports business for a few years now. Weve seen players paid in crypto, and some teams in the MLB, NBA, and NHL are accepting it for seaso

35、n tickets and other merchandise.17 In their quest for greater brand awareness, legitimacy, and customer acquisition, crypto players have been investing heavily in sports sponsorships. The crypto exchange FTX signed a five-year deal with MLB and bought the naming rights to the arena for the NBAs Miam

36、i Heat.18 Coinbase has partnered with the NBA and WNBA in the hopes of better educating fans.19 The Staples Center will be renamed C Arena in a massive US$700 million, 20-year naming rights deal.20 These sponsors may be looking to leverage their burgeoning relationships with sports organizations to

37、develop for future offerings together.A practice where we are likely to see more experimentation in the next few years is that of linking individual and season tickets to blockchainsturning what was once a simple piece of paper into a more dynamic product or investment vehicle. At first, we could se

38、e the bundling of tickets with NFTs to reward fans.21 In the future, with proper smart contract capabilities, we could see fractional ownership of season tickets and suites and a reinvention of the ticket resale process. This activity could increase the use of dynamic ticket pricing and portions of

39、ticket resales going back to teams or leagues, creating a new revenue source. Before this becomes widespread, which could take many years, standards should be established, robust consumer protections enacted, fans educated, and compliance and tax implications considered. It begs the question, what w

40、ill it mean to buy and own a ticket to the game in the future?The use of NFTs, crypto, fan tokens, and ticket innovations will grow and evolve. Will we see a significant increase in fan engagement? What new business models will emerge? This past year has seen sports betting enter the mainstream. As

41、of November 2021, it is currently legal and active in 29 states plus the District of Columbia, and legal in another three states, with more to come.22 The sports betting market had about US$1.5 billion in revenue in 2020 and will grow to almost US$6 billion by 2023.23 Online betting dominates the ov

42、erall market, with billions in monthly bets placed, led by three major players: DraftKings, BetMGM, and FanDuel.24 All three are jockeying for national dominance in the rapidly growing space. The main players are in a frenzy for customer acquisition, and are spending enormous amounts on advertising

43、and sponsorships, as they assume that sports betting will eventually become legal nationally and are working to build brand awareness and expand their traditional base.25 This effort runs the risk of overwhelming the nascent market or alienating fans. Aware of this, the NFL has limits on the number

44、of TV spots they will sell to sports betting companies, and the NBA isnt allowing sportsbooks to advertise on jerseys, although the NHL does.26 As a potential warning, there is now more pushback in the United Kingdom and European Union around sports betting advertising.27 This tipping point in the m

45、arket has started a wave of acquisitions, partnerships, and joint ventures. In the coming year, we are likely to see an acceleration of market consolidation. In building out their infrastructure and portfolios, companies are looking to acquire strategic technologies to bring in-house and expand thei

46、r user base. They are also looking to integrate fantasy sports, sports betting, and iGaming. For example, 2021 saw the acquisition of William Hill by Caesars Entertainment for US$4 billion, Ballys merger with Gamesys Group for US$2.7 billion, and the failed mega-merger of DraftKings and Entain for U

47、S$20 billion.28 There is still uncertainty around where the market will settle. It will be important to watch the fringes for where betting touches other emerging trendsincluding the influence on college athletics, the use of crypto for betting, and new digital betting experiences.29 Moving beyond N

48、FTsA tipping point in the sports betting market2022 sports industry outlook2022 sports industry outlookStrategic questions to consider:Strategic questions to consider: What ultimate role will crypto play in sports betting? Will potential US regulation of the crypto market have a significant impact o

49、n its growing connections with sports? Will we eventually see universal wallets that will work across sports so that fans can have a simple and easy user experience? Will the sports betting spending boom on advertising convert to new customers, and will it lead to sustainable growth? How much regula

50、tory and fan pushback will we see, especially with regards to problem and underage gambling? What innovations will we see as sports betting blends into the overall fan experience, including in-venue, broadcasting, and streaming? As the market consolidates, what common attributes will the most succes

51、sful sports betting operators have?8Sports have always been able to transcend “the game,” serving as a way to reflect on who we are as a society and offering a chance to see both our progress and shortcomings. Sports organizations, teams, and players have embraced this role and have influenced and i

52、mproved their communities as a result. In 2022 and beyond, we will see the sports business continue to make progress, focusing more on the welfare of athletes, society, and the planet. Programs around these areas will increasingly be seen as not just something to enhance brand value, but as a necess

53、ary step to protect the long-term viability of the industry.Mental health in sports has continued to gain attention in the past few years as more Olympic and professional athletes have spoken publicly about their struggles.30 Competitive pressure, impacts from injuries, personal and family issues, a

54、nd social media scrutiny are some of the issues that can affect the mental health of athletes. In coming forward, athletes help to reduce the stigma around these issues, as well as encourage open conversations with their fans and teammates. The good news is that all major professional leagues have d

55、edicated mental health professionals on staff among their available resources. For example, the NBA mandated that its teams have mental health staff starting in their 20192020 season.31 But, while many conferences require mental health services be provided to athletes, more attention is needed at th

56、e college level.32 The nonprofit Athletes for Hope organization has estimated that, in 2019, only 10% of college athletes with significant mental health issues sought help, compared to 33% of all college students.33 Resources should be easily accessible for college athletes, and they should be encou

57、raged to take advantage of them, especially with NIL and other new pressures.Environmental sustainability is becoming another increasingly important business goal, driven, in part, by more sustainably minded sponsors, fans, and professional organizations, like the Green Sports Alliance.34 All the ma

58、jor professional sports leagues now have green initiatives and are looking to reduce their overall environmental impact.35 These include projects and programs around recycling, renewable energy use, zero landfill initiatives, food recycling and donation, single-use plastics elimination, reclaimed ra

59、inwater usage, and LEED certification for venues. With a new generation of sports facilities coming online, sustainability is being considered from the start across every element of construction and operations. One experiment is Climate Pledge Arena, home to the NHLs Seattle Kraken and the WNBAs Sto

60、rm. The facility is built from the ground up with sustainability in mind and aims to be net-zero carbon after its first year of operation.36 More than sports: Well-being for athletes, society, and the planet2022 sports industry outlook Will programs associated with these areas continue to be volunta

61、ry, or should sports organizations and other governing bodies make them mandatory? How can organizations and teams transform into purpose-driven organizations, moving beyond raising awareness to make lasting change? How can efforts across these areas drive deeper, more meaningful connections with fa

62、ns? Strategic questions to consider:In 2022, the sports industry will continue to see an influx of money from new sources, shifting power dynamics in college sports, more widespread use of emerging technologies, and a greater focus on broader societal issues. These themes will interact with and infl

63、uence one another and create new opportunities and challenges for sports organizations, leagues, owners, teams, players, and fans. Signposts for the future 2022 sports industry outlook9 Regulatory efforts around cryptocurrencies, sports betting and associated advertising, and federal action around s

64、tudent-athlete rights. Unintended consequences of the expanding NIL market in college athletics. The impacts of conference realignment and NCAA constitutional changes to smaller athletic programs. Major sports betting mergers and if they are more domestically or globally focused. The growth of the p

65、ure sports NFT market and how NFTs will drive other segments such as gaming.For 2022, we recommend that sports organizations should be mindful of the following signposts: Shifts in sports advertising models with new types of sponsors, the use of college athletes, and new digital platforms. Tangible

66、results (both financial and societal) from high-profile sustainability initiatives. Fan adoption of recent innovations across generationswill they strengthen relationships or distract from core products?10Endnotes1. Julie Pine, “Deloitte and USGA launch Augmented Reality App,” USGA, May 27, 2021.2.

67、AT&T, “AT&T 5G brings new experiences for WNBA fans,” press release, September 21, 2021.3. Joe Lemire, “Getting benched is the new high-tech fan experience at Dodger Stadium,” SportTechie, August 3, 2021; Simon Ogus, “Dallas Cowboys use augmented reality in popular new fan activation Pose With The P

68、ros,” Forbes, September 13, 2019.4. Immersiv.io, “Working with Verizon & the NHL to reinvent the fan experience with 5G & AR,” May 20, 2021.5. Paul Lee et al., “From trading cards to digital video: Sports NFTs kick fan memorabilia into the digital age,” Deloitte, December 1, 2021.6. Ryan Browne, “Sp

69、ort-focused NFT start-ups raise over $900 million in crypto gold rush,” CNBC, September 22, 2021.7. Amy Farley, “How NBA Top Shot creator Dapper Labs is mainstreaming NFTs,” Fast Company, August 23, 2021.8. National Football League, “NFL, NFLPA and Dapper Labs announce new NFT deal to create exclusi

70、ve digital video highlights,” press release, September 29, 2021; Jeff Passan, “MLB to diversify, expand on NFT offerings this fall,” ESPN, June 1, 2021.9. Romain Dillet, “Sorare raises $680 million for its fantasy sports NFT game,” TechCrunch, September 20, 2021.10. David Cobb, “NCAA Board of Direct

71、ors ratifies one-time transfer legislation allowing athletes immediate eligibility,” CBSS, April 28, 2021.11. Michelle Brutlag Hosick, “NCAA adopts interim name, image and likeness policy,” NCAA, June 30, 2021.12. Chris Vannini, “AAC expects to add schools in matter of weeks amid conference realignm

72、ent,” The Athletic, September 23, 2021.13. Mike Chiari, “Report: Alabama QB Bryce Young has been offered more than $1M worth of NIL contracts,” Bleacher Report, July 29, 2021; Mike Chiari, “Master Ps son Hercy Miller signs $2M NIL contract ahead of Tennessee State debut,” Bleacher Report, July 2, 20

73、21.14. Shehan Jeyarajah and Dennis Dodd, “American Athletic Conference expands to 14 teams for football, adding six Conference USA programs,” CBSS, October 21, 2021.15. Big Ten, “ACC, Big Ten and Pac-12 announce historic alliance,” press release, August 24, 2021. 16. Laine Higgins, “In a new constit

74、ution, the NCAA reduces the power of a key player: Itself,” Wall Street Journal, November 15, 2021.17. Luka Vasic, “San Jose Sharks to accept crypto in first for NHL team,” SportTechie, June 9, 2021.18. Major League Baseball (MLB), “MLB, FTX cryptocurrency exchange partnership,” June 23, 2021; Natio

75、nal Basketball Association (NBA), “Welcome to FTX Arena: Agreement works in tandem with FTX as arena naming rights partner,” June 4, 2021.19. NBA Communications, “Coinbase becomes the exclusive cryptocurrency platform partner of the NBA, WNBA NBA G League, NBA 2K League and USA Basketball,” press re

76、lease, October 19, 2021.20. ESPN News Services, “Staples Center to become C Arena in reported $700 million naming rights deal,” press release, November 16, 2021.21. JohnWallStreet, “SeatGeek in talks to roll out NFT prototype with NFL, NBA teams,” Sportico, April 12, 2021.22. American Gaming Associa

77、tion, “Interactive map: Sports betting in the U.S.,” accessed November 30, 2021.23. Benjamin Mullin, “Action Network to be sold as sports-betting deals surge,” Wall Street Journal, May 3, 2021.24. Jim Sergent, “Six charts show sports bettings digital explosion with NFL season about to kick off,” USA

78、 Today, September 12, 2021.25. Katherine Sayre, “Gambling ads become the new normal for American sports,” Wall Street Journal, October 24, 2021.26. Ian Thomas, “More Americans will wager on the NFL as the league embraces sports betting,” CNBC, September 9, 2021; Tom Friend, “NBA takes a different ta

79、ck than NHL, still will not allow betting ads on jerseys,” SportTechie, October 1, 2021.27. UK Department for Digital, Culture, Media & Sport, “Government launches review to ensure gambling laws are fit for digital age,” press release, Gov.UK, December 8, 2020.28. Caesars Entertainment, “Caesars Ent

80、ertainment announces completion of William Hill PLC acquisition,” press release, April 22, 2021; Ballys Corporation, “Ballys Corporation and Gamesys Group plc announce definitive terms of combination,” press release, April 13, 2021; Matt Grossman and Ben Dummett, “DraftKings abandons $22 billion bid

81、 for Entain,” Wall Street Journal, October 26, 2021.29. Bill King and Michael Smith, “Cut the cards: First big bets down in the college betting space; odds are high on more deals soon,” Sports Business Journal, October 25, 2021; Danny Nelson, “Wyomings new online sports betting law OKs crypto wagers

82、,” CoinDesk, April 7, 2021; Verizon, “Entain and Verizon Media announce innovation alliance,” press release, December 17, 2020.30. Char Adams, “Young Black athletes are launching a mental health revolution,” NBC News, July 23, 2021.31. Elijah Shama, “NBA adopts new rules requiring teams to add full-

83、time mental health staff for 20192020 season,” CNBC, September 20, 2019.32. Michelle Brutlag Hosick, “Access to mental health services guaranteed by autonomy conferences,” NCAA, January 25, 2019.33. Athletes for Hope, “Mental Health and Athletes,” accessed December 4, 2021.34. Bret McCormick, “Futur

84、e venues: Greener, cleaner,” Sports Business Journal, September 13, 2021.35. National Hockey League (NHL), “Water Stewardship,” accessed December 4, 2021; MLB, “MLB + Green,” accessed December 4, 2021; NFL, “NFL Green,” accessed December 4, 2021; NBA, “NBA Green,” accessed December 4, 2021.36. Nicol

85、e Dienst, “Amazons Climate Pledge Arena set to change the game rules on green stadium design,” CNBC, July 13, 2020.112022 sports industry outlook2022 sports industry outlookContactsPete GiorgioUS Sports Practice LeaderDeloitte Consulting LLP+1 617 437 This publication contains general information an

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