When the best wins: the business of sports
Sport has transformed into a global business powerhouse where athletic excellence drives commercial success. As brands, broadcasters, and investors converge with athletes and fans, an entirely new economic landscape is taking shape.
A record-breaking economic powerhouse
The sports economy reached unprecedented heights in 2024, with the global equipment market exceeding $160 billion, sports betting approaching $242 billion, and women's sports surpassing $1 billion in revenue for the first time.
Live sports events remain unmatched in their ability to captivate audiences. The Paris Olympics and UEFA European Championship proved this, as Nathalie Péchalat, director of Club France during the Paris Games and emlyon alumna, notes: "The atmosphere and excitement around this immense event were incredible."
Despite evolving consumption habits, "live events, experienced in the venues where athletes compete or watched on a screen, remain the driving force behind sports entertainment," confirms David Labrune, International Media Rights Director at France's professional football league and also an emlyon alumnus.
On the other side, broadcasting has moved beyond simply showing games younger audiences crave short formats and lifestyle content, pushing traditional TV to compete with streaming platforms.
Global expansion and digital innovation
The industry continues its expansion beyond traditional markets, with emerging opportunities in Asia, India, the Middle East, and Africa. E-sports represent a particularly dynamic frontier, projected to grow from under $2 billion in 2022 to over $12 billion by 2030.
Traditional sports are innovating too: Roland-Garros' digital tournament attracts over half a million players worldwide, while platforms like Sorare reimagine fantasy sports through NFTs. Technology is reshaping everything: from smartwatches tracking performance to AI analyzing game strategies, data now drives player development, fan engagement, and personalized content.
From watching to playing
The boom in professional sports is matched by surging grassroots participation. More people are playing than ever before, with women joining in record numbers. The appeal goes beyond elite competition. "Rugby relies not only on the quality of the spectacle it offers, but also on its values, namely teamwork, commitment and respect," explains Armand Claude from Lyon Olympique Universitaire (LOU) Rugby club and emlyon alumnus. From traditional team sports to newer trends like obstacle courses and bouldering, people are discovering that being active isn't just healthy; it’s a lifestyle embraced by millions.
This complex, rapidly evolving ecosystem demands professionals who understand diverse stakeholders: brands, media, investors, federations, and athletes. emlyon's MSc in Sports, Entertainment & Lifestyle prepares future leaders to navigate this multifaceted industry.
"To succeed at companies like Nike or Adidas, global giants in consumer goods, you need the ability to adapt their business models and brand strategies to different markets," explains Antoine Haincourt, course director. The program trains students to master a diverse sports ecosystem shaped by significant cultural differences and rapid evolution.
The curriculum addresses key industry shifts: the individualization of sports practice driven by connected devices, audiences breaking free from traditional institutional structures, and the convergence of sport, entertainment, and lifestyle. "Sport goes beyond performance – behind-the-scenes stories captivate audiences. Formula 1: Drive to Survive is a perfect example: you're not driving a Formula 1 car, but you're drawn into its universe, creating a broader, more engaged audience."
Today's sports audience is younger, more diverse, and 40% female creating new opportunities for tomorrow's managers equipped with the business acumen and adaptability this dynamic sector demands.
The new emlyon Sports Club
The new community brings together students and alumni who share an interest in sports business. It is led by Philippe Sadeghian (PGE21) of the French Tennis Federation and Sabrine Maaroufi (PGE20), a sports and corporate law attorney, with support from Mickaël Romezy at emlyon. Its mission is to connect alumni working in the sports sector and support elite athletes in their career transitions.
Through conferences, workshops, and networking events, the club fosters exchanges and strengthens ties with companies in the sports industry. High-level athletes, graduates from the MSc in Sports, Entertainment & Lifestyle (formerly the MSc in Sports Industry Management), sports economy experts, and members of student associations such as Raid Hannibal, the Ski Club, and the Crocodile Network Rugby are invited to join this community of sports business enthusiasts.