PwC sports survey finds profound trust deficits

Optimism in the face of threats

Given the current scandals in the world of sports, most recently with regard to widespread doping, it is not surprising that the sports industry is suffering from a profound trust deficit: 23% of respondents are very concerned about the lack of trust in the integrity of sports governing bodies.

However, as David Dellea, Director of PwC Switzerland’s Sports Business Advisory Team, points out: “There is a clear spirit of optimism amongst sports leaders. They want to respond to the challenges with the same agility and energy as the athletes they govern. To face the future with confidence over fear.”

It comes as no surprise to him, then, that 80% of survey participants believe global sports industry will grow in the next five to ten years.

Digital is driving the change

New technologies are driving innovation and change in sports. As such, they are central to the industry’s growth: 67% of sports leaders believe that leveraging new technologies is the most significant change to the way they do business. Unsurprisingly, 93% of survey participants expect their social media engagement to grow over the next five to ten years.

David Dellea explains: “Social media allows fans to enrich their experiences by sharing their own content. For the industry this means that fans are not only consumers but are also becoming partners.”

All eyes on Asia

Sports leaders see the Asia Pacific region as the most important in terms of their organisations’ growth. In China, the government used to invest in certain sports without focussing on participation.

The Red Dragon is now changing its game, aiming not only for good results, but also at making sports more popular.