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Deloitte Sports Investment Outlook 2024: Top 5 Sports Rights Deal Volume in 2023 are Football 52%, Basketball 8%, Cricket 4%, Padel 4%, Motorsport 4%, Top 5 Investor Nationality North America 62%, Europe 20%, Middle East 9%, APAC 7%, Central & South America 2%, English Football Clubs Represents 29% of All Football Deals

31st May 2024 | Hong Kong

Deloitte has released the Deloitte Sports Investment Outlook 2024, providing key insights into sports investment in 2023.  In 2023, the Top 5 Sports Rights Deal Volume in 2023 – Football 52%, Basketball 8%, Cricket 4%, Padel (Tennis) 4%, Motorsport 4%.  Top 5 Sports Rights Deal Volume by Investor Nationality – North America 62%, Europe 20%, Middle East 9%, APAC 7%, Central & South America 2%.  Top 5 Football Rights Deal Volume by Investor Nationality – North America 57%, Europe 22%, Middle East 5%, APAC 3%, Central & South America 3%.  Sports Rights Deal Volume by Investment Shareholding Type – Majority 53%, Minority 45%, Merger 2%.  Sports Rights Deal Volume by Gender – Men 52%, Mixed 34%, Women 14%.  Football Insights – Most liquid market, English clubs were the primary target & making up 29% of all football deals, English Premier League (EPL) generates the highest commercial revenues, 1 in 5 (18%) of all football deals in 2023 were for North American clubs.  Basketball Insights – 2nd largest share of deals (8%) in 2023, Several minority investments closed during the year alongside three high‐profile majority investments (Phoenix Suns, Charlotte Hornets and Dallas Mavericks).  Cricket – Active year in cricket.  Successful completion of the Women’s IPL franchise auction in India.  Padel (Tennis) – Qatar Sports Investment invested in the emerging World Padel Tour.  Expanding Sports – Investors with deep‐pockets and a long‐term investment horizon may look to deploy capital across expanding sports such as cycling, sailing or padel, which are rising in popularity and participation.  Wresting Merger – Creation of TKO, a merger between the UFC and WWE, resulting in an entity with an enterprise value of nearly $10 billion.  Fighting – PFL (Professional Fighters League) announced an investment from SRJ Sports Investment aimed at challenging the UFC, the incumbent MMA market leader globally.  Women Sports Deals – Largely concentrated in football, basketball & cricket.  Pension Fund – OMERS’ minority investment in Maple Leaf Sports & Entertainment (owners of the Toronto Maple Leafs, Toronto Raptors and Toronto FC).  Sovereign Wealth Fund – Qatar Investment Authority’s minority investment in Monumental Sports & Entertainment (owner of the Washington Capitals and Washington Wizards).  Demand from Institutional Investors – Expect demand for premium sports properties to increase, primarily driven by interest from institutional investors, which will continue to drive valuation increases at the top‐end of the market.  Minority Investors – Increase in ticket sizes required to acquire majority stakes in premium sports assets; a growing universe of passive institutional investors, such as sovereign wealth funds and pension plans; and a growing number of incumbent owners seeking to attract growth capital and/or de‐risk their investments, has created an environment ripe for a surge in minority investments. Premium vs Non-Premium Sports Assets – institutional investors continue to demand and drive‐up prices for premium sports assets, the valuation gap between premium assets and non‐premium assets with challenging growth prospects will grow.   Forbes Sports InsightsTop 10 Football Teams Highest Valuation in 2023 – Real Madrid $6.6 billion, Manchester United $6.5 billion, Barcelona $5.6 billion, Liverpool $5.3 billion, Manchester City $5.1 billion, Bayern Munich $5 billion, Paris Saint-Germain $4.4 billion, Tottenham Hotspur $3.2 billion, Chelsea $3.1 billion, Arsenal $2.6 billion.  Top 10 Highest Paid Athletes Total Earnings in 2022 – $1.11 billion.  Top 10 Highest Paid Athletes Total Earnings in 2023 – $1.38 billion.  Forbes Highest Paid Athlete in 2023 – Cristiano Ronaldo (Age 39 / Portugal) with $260 million (Football).  Forbes Top 10 Highest Paid Athletes in 2023 – Cristiano Ronaldo $260 million, Jon Rahm $218 million, Lionel Messi $135 million, LeBron James $128 million, Giannis Antetokounmpo $111 million,  Kylian Mbappé $110 million, Neymar Júnior $108 million, Karim Benzema $106 million, Stephen Curry $102 million, Lamar Jackson $100.5 million.  Top 10 Highest Paid Athletes  in 2023 – Football, Golf, Football, Basketball, Basketball, Football, Football, Football, Basketball, American Football.  No. of Sports of Top 10 Highest Paid Athletes in 2023 – 5 Football, 3 Basketball, 1 Golf, 1 American Football.  Top 10 Highest Paid Athletes Average Age – Age 32.8.  Top 10 Highest Paid Athletes Oldest Age – Age 39 (Cristiano Ronaldo & LeBron James).  Top 10 Highest Paid Athletes Youngest Age Age – Age 25 (Kylian Mbappé).  See below for key findings & summary below | View report here

” Deloitte Sports Investment Outlook 2024: Top 5 Sports Rights Deal Volume in 2023 are Football 52%, Basketball 8%, Cricket 4%, Padel 4%, Motorsport 4%, Top 5 Investor Nationality North America 62%, Europe 20%, Middle East 9%, APAC 7%, Central & South America 2%, English Football Clubs Represents 29% of All Football Deals “

 



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Deloitte Sports Investment Outlook 2024: Top 5 Sports Rights Deal Volume in 2023 are Football 52%, Basketball 8%, Cricket 4%, Padel 4%, Motorsport 4%, Top 5 Investor Nationality North America 62%, Europe 20%, Middle East 9%, APAC 7%, Central & South America 2%, English Football Clubs Represents 29% of All Football Deals

Paris Saint-Germain Lionel Messi

Deloitte has released the Deloitte Sports Investment Outlook 2024, providing key insights into sports investment in 2023.  See below for key findings & summary below | View report here

Deloitte Sports Investment Outlook 2024

Summary

  1. Top 5 Sports Rights Deal Volume in 2023 – Football 52%, Basketball 8%, Cricket 4%, Padel (Tennis) 4%, Motorsport 4%
  2. Top 5 Sports Rights Deal Volume by Investor Nationality – North America 62%, Europe 20%, Middle East 9%, APAC 7%, Central & South America 2%
  3. Top 5 Football Rights Deal Volume by Investor Nationality – North America 57%, Europe 22%, Middle East 5%, APAC 3%, Central & South America 3%
  4. Sports Rights Deal Volume by Investment Shareholding Type – Majority 53%, Minority 45%, Merger 2%
  5. Sports Rights Deal Volume by Gender – Men 52%, Mixed 34%, Women 14%
  6. Football Insights – Most liquid market, English clubs were the primary target & making up 29% of all football deals, English Premier League (EPL) generates the highest commercial revenues, 1 in 5 (18%) of all football deals in 2023 were for North American clubs 
  7. Basketball Insights – 2nd largest share of deals (8%) in 2023, Several minority investments closed during the year alongside three high‐profile majority investments (Phoenix Suns, Charlotte Hornets and Dallas Mavericks)
  8. Cricket – Active year in cricket.  Successful completion of the Women’s IPL franchise auction in India. 
  9. Padel (Tennis) – Qatar Sports Investment invested in the emerging World Padel Tour 
  10. Expanding Sports – Investors with deep‐pockets and a long‐term investment horizon may look to deploy capital across expanding sports such as cycling, sailing or padel, which are rising in popularity and participation 
  11. Wresting Merger – Creation of TKO, a merger between the UFC and WWE, resulting in an entity with an enterprise value of nearly $10 billion
  12. Fighting – PFL (Professional Fighters League) announced an investment from SRJ Sports Investment aimed at challenging the UFC, the incumbent MMA market leader globally 
  13. Women Sports Deals – Largely concentrated in football, basketball & cricket 
  14. Pension Fund – OMERS’ minority investment in Maple Leaf Sports & Entertainment (owners of the Toronto Maple Leafs, Toronto Raptors and Toronto FC)
  15. Sovereign Wealth Fund – Qatar Investment Authority’s minority investment in Monumental Sports & Entertainment (owner of the Washington Capitals and Washington Wizards). 
  16. Demand from Institutional Investors – Expect demand for premium sports properties to increase, primarily driven by interest from institutional investors, which will continue to drive valuation increases at the top‐end of the market. 
  17. Minority Investors – Increase in ticket sizes required to acquire majority stakes in premium sports assets; a growing universe of passive institutional investors, such as sovereign wealth funds and pension plans; and a growing number of incumbent owners seeking to attract growth capital and/or de‐risk their investments, has created an environment ripe for a surge in minority investments. 
  18. Premium vs Non-Premium Sports Assets – institutional investors continue to demand and drive‐up prices for premium sports assets, the valuation gap between premium assets and non‐premium assets with challenging growth prospects will grow. 

Deloitte Sports Sectors 

  1. Professional spectator sports – Segments include sports rights holders, sports technology and sports marketing; 
  2. Leisure sports – Segments include community/fitness centres, indoor sport facilities, golf and country clubs, sport resorts and outdoor sports facilities; and 
  3. Complementary sports providers (near‐market) – Segments include athleisure, merchandising, equipment manufacturers, broadcasters, stadium operators, food & beverage, and several others. 

Forbes Sports Insights

  1. Top 10 Football Teams Highest Valuation in 2023 – Real Madrid $6.6 billion, Manchester United $6.5 billion, Barcelona $5.6 billion, Liverpool $5.3 billion, Manchester City $5.1 billion, Bayern Munich $5 billion, Paris Saint-Germain $4.4 billion, Tottenham Hotspur $3.2 billion, Chelsea $3.1 billion, Arsenal $2.6 billion
  2. Top 10 Highest Paid Athletes Total Earnings in 2022 – $1.11 billion
  3. Top 10 Highest Paid Athletes Total Earnings in 2023 – $1.38 billion
  4. Forbes Highest Paid Athlete in 2023 – Cristiano Ronaldo (Age 39 / Portugal) with $260 million (Football)
  5. Forbes Top 10 Highest Paid Athletes in 2023 – Cristiano Ronaldo $260 million, Jon Rahm $218 million, Lionel Messi $135 million, LeBron James $128 million, Giannis Antetokounmpo $111 million,  Kylian Mbappé $110 million, Neymar Júnior $108 million, Karim Benzema $106 million, Stephen Curry $102 million, Lamar Jackson $100.5 million
  6. Top 10 Highest Paid Athletes  in 2023 – Football, Golf, Football, Basketball, Basketball, Football, Football, Football, Basketball, American Football
  7. No. of Sports of Top 10 Highest Paid Athletes in 2023 – 5 Football, 3 Basketball, 1 Golf, 1 American Football
  8. Top 10 Highest Paid Athletes Average Age – Age 32.8
  9. Top 10 Highest Paid Athletes Oldest Age – Age 39 (Cristiano Ronaldo & LeBron James)
  10. Top 10 Highest Paid Athletes Youngest Age Age – Age 25 (Kylian Mbappé)

 

Deloitte Sports Investment Outlook 2024

1) Sports Rights Deal Volume in 2023

Sports Rights Deal Volume in 2023:

  1. Football – 52%
  2. Basketball – 8%
  3. Cricket – 4%
  4. Padel (Tennis) – 4%
  5. Motorsport – 4%
  6. Ice Hockey 3%
  7. American Football – 2%
  8. Golf – 2%
  9. Other – 21%

Padel ~ Padel or Padel Tennis is usually played in doubles on enclosed court (1/3 size of tennis court) surrounded by walls of glass & metallic mash.  Padel has the same scoring system as Tennis.

Sports Rights Deal Volume by Investor Nationality in 2023:

  • North America – 62%
  • Europe – 20%
  • Middle East – 9%
  • APAC – 7%
  • Central & South America – 2%
  • Rest of the World – 1%

Football Rights Deal Volume by Investor Nationality in 2023:

  • North America – 57%
  • Europe – 22%
  • Middle East – 5%
  • APAC – 3%
  • Central & South America – 3%
  • Rest of the World – 9%

Sports Rights Deal Volume by Investment Shareholding Type in 2023:

  • Majority – 53%
  • Minority – 45%
  • Merger – 2%

Sports Rights Deal Volume by Gender in 2023:

  • Men – 52%
  • Mixed – 34%
  • Women – 14%

 

2) Football Insights 

Football Insights:

  • Football remained the most liquid market 
  • English clubs were the primary target, making up 29% of all football deals 
  • Of the ‘big five’ European football leagues (England, France, Germany, Italy and Spain), the English Premier League consistently generates the highest commercial revenues 
  • 1 in 5 (18%) of all football deals in 2023 were struck with North American clubs 

3) Sports Insights 

  • Basketball – Basketball saw the 2nd largest share of deals (8%) in 2023, Several minority investments closed during the year alongside three high‐profile majority investments (Phoenix Suns, Charlotte Hornets and Dallas Mavericks), which were reported to transact at record valuations. 
  • Cricket – 2023 was also an active year in cricket, which saw the successful completion of the Women’s IPL franchise auction in India. 
  • Padel (Tennis) – Qatar Sports Investment invested in the emerging World Padel Tour 
  • Expanding Sports – Investors with deep‐pockets and a long‐term investment horizon may look to deploy capital across expanding sports such as cycling, sailing or padel, which are rising in popularity and participation 
  • Wresting Merger – Creation of TKO, a merger between the UFC and WWE, resulting in an entity with an enterprise value of nearly $10 billion
  • Fighting – PFL (Professional Fighters League) announced an investment from SRJ Sports Investment aimed at challenging the UFC, the incumbent MMA market leader globally 
  • Women Sports Deals – Largely concentrated in football, basketball and cricket 
  • Pension Fund – OMERS’ minority investment in Maple Leaf Sports & Entertainment (owners of the Toronto Maple Leafs, Toronto Raptors and Toronto FC)
  • Sovereign Wealth Fund – Qatar Investment Authority’s minority investment in Monumental Sports & Entertainment (owner of the Washington Capitals and Washington Wizards). 
  • Demand from Institutional Investors – Expect demand for premium sports properties to increase, primarily driven by interest from institutional investors, which will continue to drive valuation increases at the top‐end of the market. 
  • Minority Investors – Increase in ticket sizes required to acquire majority stakes in premium sports assets; a growing universe of passive institutional investors, such as sovereign wealth funds and pension plans; and a growing number of incumbent owners seeking to attract growth capital and/or de‐risk their investments, has created an environment ripe for a surge in minority investments. 
  • Premium vs Non-Premium Sports Assets – institutional investors continue to demand and drive‐up prices for premium sports assets, the valuation gap between premium assets and non‐premium assets with challenging growth prospects will grow. 

 

4) Deloitte Sports Sectors 

Deloitte defines the sports sector into three sub‐sectors, with each comprising of various segments. 

  1. Professional spectator sports – Segments include sports rights holders, sports technology and sports marketing; 
  2. Leisure sports – Segments include community/fitness centres, indoor sport facilities, golf and country clubs, sport resorts and outdoor sports facilities; and 
  3. Complementary sports providers (near‐market) – Segments include athleisure, merchandising, equipment manufacturers, broadcasters, stadium operators, food & beverage, and several others. 

 

5) Forbes Top 20 Football Teams Valuation in 2023

Forbes Top 20 Football Teams Highest Valuation in 2023:

  1. Real Madrid (Spain) – $6.6 billion
  2. Manchester United (England) – $6.5 billion
  3. Barcelona (Spain) – $5.6 billion
  4. Liverpool (England) – $5.3 billion
  5. Manchester City (England) – $5.1 billion
  6. Bayern Munich (Germany) – $5 billion
  7. Paris Saint-Germain (France) – $4.4 billion
  8. Tottenham Hotspur (England) – $3.2 billion
  9. Chelsea (England) – $3.1 billion
  10. Arsenal (England) – $2.6 billion
  11. Juventus (Italy) – $2 billion
  12. Borussia Dortmund (Germany) – $1.9 billion
  13. Atletico de Madrid (Spain) – $1.6 billion
  14. AC Milan (Italy) – $1.4 billion
  15. Los Angeles Football Club (United States) – $1.2 billion
  16. West Ham United (England) – $1.1 billion
  17. Inter Miami (United States) – $1 billion
  18. Inter Milan (Italy) – $1 billion
  19. LA Galaxy (United States) – $950 million
  20. Atlanta United FC (United States) – $900 million

 

6) Forbes Top 10 Highest Paid Athletes

Forbes Top 10 Highest Paid Athletes Total Earnings:

  • 2022 – $1.11 billion
  • 2023 – $1.38 billion

Forbes Top 10 Highest Paid Athletes in 2023:

  1. Cristiano Ronaldo (Age 39 / Portugal) – $260 million (Football)
  2. Jon Rahm (Age 29 / Spain) – $218 million (Golf)
  3. Lionel Messi (Age 36 / Argentina) – $135 million (Football)
  4. LeBron James (Age 39 / United States) – $128 million (Basketball)
  5. Giannis Antetokounmpo (Age 29 / Greece) – $111 million (Basketball)
  6. Kylian Mbappé (Age 25 / France) – $110 million (Football)
  7. Neymar Júnior (Age 32 / Brazil) – $108 million (Football)
  8. Karim Benzema (Age 36 / France) – $106 million (Football)
  9. Stephen Curry (Age 36 / United States) – $102 million (Basketball)
  10. Lamar Jackson (Age 27 / United States) – $100.5 million (American Football)

Forbes Top 10 Highest Paid Athletes Sports in 2023:

  1. Cristiano Ronaldo with $260 million – Football
  2. Jon Rahm with $218 million – Golf
  3. Lionel Messi with $135 million – Football
  4. LeBron James with $128 million – Basketball
  5. Giannis Antetokounmpo with – $111 million – Basketball
  6. Kylian Mbappé with $110 million – Football
  7. Neymar Júnior with $108 million – Football
  8. Karim Benzema with $106 million – Football
  9. Stephen Curry with $102 million – Basketball
  10. Lamar Jackson with $100.5 million – American Football



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