Masterclass: Inside the New Sport Economy

The sports industry is no longer operating in isolation. Sport is increasingly converging with entertainment, media, technology and lifestyle — reshaping not only how fans engage, but how careers in the industry are built. During our recent webinar in partnership with Emlyon business school, our panel of experts delved into this convergence within our evolving industry, highlighting essential lessons and takeaways for those looking to build a future career in the sports media and entertainment.

At the heart of this shift is a fundamental change in how sport is positioned. As Antoine Haincourt highlighted: “Sport might be the reason fans come in, but entertainment is often what keeps them engaged.”

Streaming platforms, content strategies and subscription models are redefining how sport is consumed. Organisations are no longer focused solely on live events — they are building content ecosystems designed to attract, retain and grow global audiences. What was once a clearly defined sector is now a complex, global ecosystem. Understanding that shift is essential for anyone looking to build a career in sport today.

Sport is now part of a wider entertainment economy

For professionals, this means thinking beyond the game itself. Understanding how sport fits into broader media and entertainment strategies is now essential. At the same time, the industry is becoming more global — and more complex. While traditional markets remain influential, emerging regions and shifting commercial dynamics are playing a greater role in shaping the future of sport.

“You’re no longer just working in sport — you’re operating in a global business influenced by culture, politics and economics.”
Stuart Wareman

This global perspective is transforming what employers are looking and the masterclass made it clear that the profile of talent entering sport is changing. Organisations are increasingly hiring from outside the industry — bringing in expertise from technology, media, finance and consulting.

“Some of the most valuable people in the industry haven’t come through traditional sports pathways — they bring different ways of thinking.”
Shaun Conning

This also brings into focus the importance of cultural awareness. In todays market, professionals must be able to navigate different markets, audiences and behaviours, which become just as important as commercial understanding in a global marketplace.

“Sport isn’t experienced the same way everywhere — understanding that is key to working in a global industry.”
Antoine Haincourt

Key Takeaways: What this means for careers in the ‘new sports economy’

As the industry evolves, so too do the expectations placed on talent. The masterclass highlighted several key shifts shaping careers:

1. The Talent Pool Is Expanding

Careers in sport are no longer limited to those with traditional industry backgrounds. Organisations are increasingly hiring from sectors such as technology, media, finance and consulting — bringing in new expertise and perspectives.

2. Commercial Awareness Is Critical

Understanding how sport generates revenue — from media rights and sponsorship to fan engagement — is now essential. Commercial thinking is no longer reserved for senior roles; it is expected across the industry.

3. Data and Storytelling Go Hand in Hand

The volume of data in sport continues to grow, but the ability to interpret it — and communicate it effectively — is what sets candidates apart. Insight alone is not enough; it must be translated into action.

4. Curiosity and Adaptability Matter

The industry is evolving rapidly. Professionals who demonstrate curiosity, a willingness to learn and the ability to adapt are better positioned to succeed.

5. There Is No Single Career Path

Entering sport from another industry is increasingly common — and often advantageous. Diverse experience is becoming a strength, not a barrier.

How to build future career success

The “new sports economy” is creating more opportunity — but also more competition.

To succeed, candidates need to:

• Build transferable skills across industries

• Develop commercial awareness and strategic thinking

• Be adaptable in a fast-changing environment

• Stay open to non-traditional career pathways

Those who can operate across sport, entertainment, media and technology will be best positioned to thrive.

To explore the full conversation — including deeper industry perspectives and practical career advice — watch the complete masterclass.