In recent years, the success of the English Premier League, Bundesliga, La Liga, and others has attracted significant investment activity as investors favor the positive financial profiles and growth outlooks for leagues and clubs.

The kickoff for Super Bowl is this coming weekend and, at least according to the sky-high TV ratings of recent playoff games in the United States, American viewers are planning to watch the game in huge numbers.

The Winter Olympics in Beijing open this week and a recent Altman Solon survey found that sports fans globally are eager to watch them again.

The popularity of global stars like Serena Williams, new media and sponsorship deals for women’s leagues and teams, and high-profile campaigns for more equity in professional sports have kept women’s sports in the spotlight.

Live sports broadcasting and viewing are shifting globally. Sports continue to be made-for-TV but increasingly are being consumed on digital platforms and devices, while competing with other live and on-demand video and entertainment options.

Interest in sports has roared back since the pandemic, but how can leagues and clubs create sustainable engagement and monetize their fanbases?

Top sports stars are well known at home, but which athletes drive interest among fans abroad, and which are creating value for clubs, leagues, and partners?