World Economic Forum 6d ago

The economics of sport are being rewritten from two directions at once. Across Asia, a new generation of fans is consuming sport through entirely different platforms, formats and loyalties, dismantling the broadcast model that built the industry. At the same time, athletes are no longer just performers but platforms: investors, entrepreneurs and brand architects who capture value far beyond the arena. As sport's value migrates from the stadium to the screen and the balance sheet, what will the industry look like when the dust settles?