Participation in organised sport, fitness activities and events continues to grow. At the same time, people are increasingly moving between activities, communities and formats. What was once viewed as a collection of separate disciplines is evolving into a connected ecosystem that spans sport, health, culture and commerce.

The value of participation sports sponsorship is not created on event day alone. It emerges through the relationship between platforms, participants and brands. By becoming part of the experience, brands can engage people throughout their journey, from preparation and participation to sharing achievements and deciding what comes next.  

What’s inside the Report

• The rise of participation sports: Why organised sport, fitness and participation sport events are growing, and how this growth is creating a connected ecosystem of platforms, communities and experiences

• How sponsorship creates value: Why sponsorship value extends far beyond event day and how brands can become a meaningful part of the participant journey

• Matching platforms with objectives: Which participation sport platforms reach which audiences, and how brands can identify the right platforms to achieve their sponsorship goals