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where to look for the most important trends in sport
We’re living through a fundamental shift in how sport is watched, played, monetised and experienced. Fans have moved beyond the role of consumer; curating, participating and connecting to events more and more. This control and context are not an option anymore and are required for those who want to make an authentic impact and connection to relevant stakeholders.
At the same time, technology is advancing faster than strategies can keep up. AI, cloud workflows and data-driven production are unlocking new ways to engage. But they’re also creating complexity; more platforms, more formats, more choices to make.
And in that complexity, clarity is becoming the most valuable commodity in sport.
Our report covers the latest trends in sport you cannot miss and is built to give rights holders, brands, broadcasters and organisers a clear, honest view of the latest developments in sports, and how to respond with purpose.
What’s driving the sports industry growth?
The Next Play 2025 identifies five connected trends reshaping the business of sport. Not theoretical, practical as they’re already underway. The smartest organisations are already adapting to them.
1. Smarter sponsorships: From posts to platforms
In a saturated content landscape, fans are tuning out generic messaging. Value beats visibility in the fight for attention. We explore how sponsorships are becoming ecosystems — with AI-led personalisation, regional relevance and emotional resonance built in.
2. Fan-first production: Customisation helping provide context
Younger fans want to watch and shape the experience in some manner. Camera angles. Native-language commentary. Creator-led watchalongs. A new baseline is being set when it comes to truly engaging with an event.
Cloud production and remote commentary are making custom content scalable. Meanwhile, AI overlays and modular feeds are letting broadcasters deliver personalisation without bloating budgets.
The spectacle of sport is now a group experience away from the stadium as well as within it.
3. Football: The commercial model is fragmenting
Not a surprising header, but it doesn’t make it any less true. Gen Alpha is coming; and they are watching TV less and less. To stay relevant, football must go beyond sponsorship and media rights and build multi-platform ecosystems that speak to how the next generation lives, plays and connects.
That means snackable content. Personalised match recaps. AI-informed fan targeting. And creators, influencers and direct-to-fan channels as well.
The value is no longer with who owns the rights, but the relationship.
4. Participation sports: Fitness is identity now
Fitness is becoming less of a solo pursuit and more of a lifestyle, a community and a digital habit.
The rise of hybrid training, AI-powered recovery tools and platforms like HYROX show how sport is blending digital and physical in ways that demand new thinking from brands.
To stay relevant, brands need to embed in the amateur athlete’s journey; from training and nutrition to tracking and recovery. Sponsorship that lives only on race day is already outdated.
5. AI in sports: Enhance the story, don’t replace it
It wouldn’t be a report in 2025 without a sprinkling of AI. But used badly, and the tech just adds more pointless noise. In the right manner it unlocks smarter targeting, real-time personalisation and scalable localisation. But AI can’t create meaning on its own. It needs human context, creative vision and emotional intelligence.
AI in sports needs to serve storytelling. Fans will work out who is using it to replace the authentic line.
Why Infront created The Next Play
Because this is what we live every day. Across our work in media rights, production, sponsorship and active lifestyle. We see how fast things are moving. We hear the questions from partners. And we understand the need for not just data, but direction.
The Next Play is how we help the industry make sense of the signals and respond with confidence.
It’s not a crystal ball. It’s a conversation starter. A provocation. A tool for strategy, backed by global insight and practical experience. We want to open up the dialogue and have these meaningful discussions about how sport futureproofs itself.
For anyone who works in sport — this is your next play
Q&A on the 2025 trends in sport
What’s the biggest trend shaping sport right now?
Personalisation. Whether it's content, sponsorship, or fitness, fans expect experiences that reflect their interests, language, and habits. Generic doesn’t cut it anymore.
Is AI going to take over sport?
Not quite — but it’s everywhere. The smart play is using AI to amplify human creativity, not replace it. That means better timing, targeting, and personalisation. But meaning still needs a human touch.
How are sponsorships evolving?
Sponsorship is shifting from “visibility” to “value.” Brands want ROI, not just logos. That means interactive formats, live engagement, and campaigns that live across ecosystems, not one-off moments.
How is Gen Alpha redefining football revenue streams?
They’re the future revenue driver — but only if you build direct, digital-first relationships now. That means gamified, mobile, and creator-led content, not old-school broadcasts and banner ads.
What is the future of participation sports?
They’re booming. From HYROX to community running clubs, fitness is now emotional, social, and digital. Brands that embed in these ecosystems — rather than just sponsor events — will lead.
