Skip to main content
Marsh logo

Article

The changing face of commercialisation in international sports

Explore new trends in sports commercialisation with expert insights on streaming and diverse ways of consuming sport in this insights video.
Close up of a young women getting ready for a morning run

18/06/2024 · 2 minute read

The dynamics of revenue generation in international sports are shifting towards more innovative commercial models.  This change is reshaping how organisations monetise sports and connect with audiences. As fan consumptions patterns move away from traditional TV viewing, organisations are relying on streaming platforms, influencers and social media to create direct and interactive revenue streams.

The rise of eSports has already had a profound impact on sports consumption, particularly among younger generations, through blending the virtual and physical worlds of sports. Sports are now exploring the potential for gamification to convert online engagement into physical attendance. 

There’s also a growing emphasis on grassroots involvement, which nurtures the next generation of talent while simultaneously presenting significant commercial opportunities within local communities.

Our latest insights video (below) features Marsh McLennan's sports experts and clients as they delve into the changing face of sports commercialisation. Watch our video to learn more about the shifts to the traditional sports frameworks, leveraging streaming and social media for revenue, and the importance of grassroots participation for long-term industry growth.

This video is part of our sports insights series. You can view the other videos in the series at:

Our people

Dean Mumm

Dean Mumm

National Manager - Corporate Sport, Affinity

  • Australia

Related insights

Telecommunication towers with wireless antennas on sunset sky.

Article

The Calhoun Shot: A lesson in insurance and risk communication

26/06/2024
TV camera and cameraman during handball match

Article

Diversity and inclusion in international sport

17/04/2024
Telecommunication towers with wireless antennas on sunset sky.

Emerging trends in international sport

31/01/2024

“Marsh Pty Ltd (ABN 86 004 651 512, AFSL 238983) (“Marsh”) arrange this insurance and is not the insurer. The Discretionary Trust Arrangement is issued by the Trustee, JLT Group Services Pty Ltd (ABN 26 004 485 214, AFSL 417964) (“JGS”). JGS is part of the Marsh group of companies. Any advice in relation to the Discretionary Trust Arrangement is provided by JLT Risk Solutions Pty Ltd (ABN 69 009 098 864, AFSL 226827) which is a related entity of Marsh. The cover provided by the Discretionary Trust Arrangement is subject to the Trustee’s discretion and/or the relevant policy terms, conditions and exclusions. This website contains general information, does not take into account your individual objectives, financial situation or needs and may not suit your personal circumstances. For full details of the terms, conditions and limitations of the covers and before making any decision about whether to acquire a product, refer to the specific policy wordings and/or Product Disclosure Statements available from JLT Risk Solutions on request. Full information can be found in the JLT Risk Solutions Financial Services Guide.”