The Hidden Game: Uncovering the Business of Sports

The global sports industry extends far beyond the matches and events witnessed by spectators. This study uncovers the intricate business ecosystem underlying sports and the influence of trends such as globalization, professionalization, digital transformation, and sustainability. Key insights cover the intersection of sports with sectors such as media, technology and financial services, and how they have created new revenue streams and reshaped the consumer experience; how digital platforms and artificial intelligence have revolutionized fan engagement and operational efficiency; and how internationalization has transformed teams and leagues into global brands reaching vast and diverse audiences.
This background note also explores the professionalization of sports management, marked by the rise of private equity and sovereign wealth fund investments. It highlights the importance of sustainability initiatives such as green stadiums and inclusivity efforts that align with shifting societal values. Through detailed analyses of trends such as transversality and technological advancements, it reveals how sport has evolved into a dynamic, multifaceted industry, highlighting myriad examples of the business strategies and opportunities shaping its future.

This background note is a companion to cases studies about sports (such as those on FC Barcelona, and the partnership forged by Infosys in tennis) offering detailed information on a sector that is increasingly global, professionalized, and technologically advanced. Providing a comprehensive view of the sports industry as a dynamic ecosystem and how it intersects with the media, technology and finance, it enables analysis of the impact of global trends including internationalization, sustainability and digital transformation, as well as of economic drivers such as broadcasting rights, sponsorship deals, and private equity investments. Students gain insights into the multifaceted nature of sports and its transformation into a global industry where financial performance, innovation and societal impact count as much as physical achievement.
As background reading it supplies contextual details to analyze strategic opportunities within the rapidly evolving sports sector, understand how advancements in technology such as AI and digital platforms are reshaping fan engagement and operational strategies, and how sustainability and inclusivity concerns are impacting business strategies. The research will create a solid foundational knowledge to support the analysis of organizational decisions, as well as to grasp the complexity of a sector that is increasingly driven by global expansion, professionalization and innovation.
This background note is well-suited to be used in conjunction with the INSEAD case studies “Infosys (A & B)” and “FC Barcelona’s Barça Innovation Hub (A & B)".