Sport isn’t just about what happens on the pitch. It’s part of a much bigger machine. There is an ecosystem filled with a lot of potential industries that grow alongside it. While athletes and teams grab the spotlight, there’s a whole world of business spinning around them. What are some of the biggest and boldest players in this mix?
Where Sport Meets the Casino Floor
Over the last decade, casino gaming has become even more deeply tied to the world of sports. Not just in terms of betting itself, but there are a lot of potential partnerships. Walk into a football stadium or tune into a major sporting event, and it is very possible there will be a casino or betting brand advertised.
The Venn diagram of people who like both sports and gaming is very large – marketers know this. The number of people who may follow sports teams but also enjoy online casino games means that there are options for partnerships.
Many of the biggest clubs across the world now have partnerships with betting companies. Some even make these companies their main shirt sponsors. That’s big business. These deals bring in potential revenue.
Beyond the shirts and banners, the link goes deeper. Lots of the casino brands and sports betting brands may make content that discusses what is going on with local teams and players, such as whether the Raptors' retiring jerseys is the right thing to do!
How Broadcasting & Streaming Changed Sports Forever
Right next to the betting boom is the broadcasting beast. Sport without TV is like music without speakers. There are still old-school terrestrial channels, but now streaming services and niche apps mean that the industry has exploded.
Broadcasting rights are a major revenue driver—just look at the Premier League’s latest deal, reportedly worth over £5 billion. With streaming giants like Amazon Prime and Apple TV now in the mix, traditional networks are facing more competition than ever.
This growth has also birthed an army of jobs. Sports broadcasting employs thousands around the world. And fans benefit, too. Watching a game at home now feels like sitting in the best seat in the stadium (minus the rain and overpriced hot dogs).
Streaming has changed the game again. Now, fans can tune in from anywhere. A fan in Tokyo can watch a live NBA game happening in New York, while someone in Brazil can follow F1 qualifying in real time.
Brands and Merch
Another major player in the sports industrial complex is marketing and advertising. Every big brand wants to be associated with sport. Sportswear giants like Nike and Adidas aren’t just selling shoes—they're branding athletes, clubs, and entire tournaments.
Red Bull is an impressive example, they are heavily involved in Motorsports and even esports versions of it! They don’t just sponsor teams—they own them. From F1 to football and even esports, they’re deeply involved in the sports world. These companies don’t just sell products, they wish to build a brand. And sport is the perfect platform for that.
Brands can potentially use their connection with fans to try and make more people aware of their business. Merchandising is a massive part of this, too. Some companies making merch even bid to be allowed to produce their kits – merchandising can be a bigger revenue stream for clubs than ticket sales.
Fitness Performance Science
The rise of sports science and wearable tech has created an entire industry on its own. Every major team now has a backroom staff filled with nutritionists and recovery specialists. It’s all about getting the edge.
Fitness apps and trackers have taken that same mindset and brought it to the everyday athlete. Now, people training for a 10K or just trying to stay fit use the same kind of data that athletes rely on. That crossover between elite sport and personal wellness has led to a boom in fitness tech.
Hospitality and Tourism
Sporting events don’t just pack stadiums—they pack cities. Big tournaments like the World Cup or the Olympics bring in thousands of fans, filling up hotels, restaurants, and bars wherever they land. Just look at Qatar 2022—it brought in billions through tourism alone. On the other hand, the upcoming World Cup is predicted to make some serious revenue for some of the chosen cities.
Even outside of major tournaments, people travel just to catch a game. Whether it’s a weekend trip to see Barcelona play at Camp Nou or flying to Monaco for the Grand Prix, sport has become a travel destination in itself. Even tour operators have built packages around this.
The Bottom Line
From betting to branding, sports are no longer just games—they're global enterprises.
For fans, this means more content, better access, and new ways to engage. For brands and industries, the stadium is a stage—and business is booming.