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Our experts have years of experience in the sports industry, having built a wealth of knowledge and connections that can enhance your business.


A Valuable Global Industry

Today’s global sports industry is worth £380 billion, demonstrating continued strong growth and a number of exciting new trends.

Key sports industry statistics

  • Sport and physical activity contributes £39 billion to the UK’s economy (Sport England)
  • The online revenue of the eServices Fitness segment Apps in the United Kingdom is expected to be £133 million by 2024
  • Millennials are a driving force in the growth of sporting event attendance in the UK

The Use of Big Data in Sports

The term “big data” refers to large, complex data sets that require systematic information processing. These data sets can be used in sports to drive performance and promote commercial growth. Big data enables sporting teams and companies to stay up-to-date on performance, complete predictions and be both precise and purposeful on the sports field. In commercial terms, big data allows businesses to propel their development through optimising processes, contributing to the development of effective business strategies and analysing consumer and industry trends.


Key sports industry statistics

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Sport and physical activity contributes £39 billion to the UK’s economy, says Sport England

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According to the Digital Market Outlook, the online revenue of the eServices Fitness segment Apps in the United Kingdom is expected to be £133 million by 2024

The Rise of Smart Arenas

Smart arenas are venues that use Wi-Fi and wireless technology such as sensors, cameras and digital signs to provide real-time information on sporting results, venue queues and other important information. The benefits of smart arenas include increased profitability, improved stadium security and an enhanced fan experience.


Global Brands

In 2021, the world’s leading sports brand is Nike, currently worth more than £28.3 billion. Up and coming businesses such as GymShark prove that there is still space for new brands in the ever-growing sports market. GymShark itself reached unicorn status in 2020 following an investment by the US-based General Atlantic, which saw its value reach £1 billion.

Equality and Diversity in Sports

Awareness of inclusivity and diversity is high on the agenda of modern sport. It is no longer enough to pursue performance and profit alone, this must be done in a socially sustainable way, incorporating the interests of disadvantaged groups in society.


How We Work with Sports Businesses

SM-22 offers an unrivalled advisory service to sports-related businesses, leveraging our collective expertise and high-level network.

Our team of experts has worked with some of the largest names in the world of sports media – from the England national football team to player agencies and football fan channels. They also have a strong knowledge of eSports, brand sponsorships and media rights, all of which are at the forefront of the world’s modern sports industry.

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