Four sporting predictions for 2025
Someone asked me the other day for my sports predictions for 2025. I hadn't actually given it much thought until that point. The first two predictions below are what I responded with at the time; the other two I have thought about since. So here, at the end of January, are my top four predictions for the rest of 2025.
1. More challenger leagues
We’ve already seen two prominent challenger leagues launch in 2025: The Golf League (TGL) and Unrivalled. I predict that more will be announced and / or launched before 2025 is over.
Why?
Because there’s too much demand for sports content and not enough supply. Broadcasters, fans, and (arguably, most influentially) gamblers all want more content. Traditional leagues can’t provide enough and can’t expand fast enough to fill the supply gap.
I think TGL will be very successful. By shortening the playing time, scheduling play on Monday and Tuesday nights, and broadcasting the players’ banter, TGL is making the sport more accessible, convenient, and engaging. It will reach both existing and new golf fans. IPL did something similar to cricket nearly 20 years ago and is now the dominant property in cricket.
It’s hard to think there will be many other challenger leagues in the vein of TGL and IPL, because its hard to think of other day-long or multi-day sports that could be condensed in this manner. I think other challengers are more likely to be in the vein of King's League, Queen’s League, and Baller League. These leagues represent more radical departures from the traditional format. They arguably blur the boundaries of sports and entertainment by using new and innovative ways to increase fan engagement. Which brings me to my second prediction…
2. More fan engagement, usually enabled by technology
As competition for fans’ attention grows, the need to offer more engaging products also grows. I predict that both traditional and challenger leagues will launch new ways to better engage their fans. Many of these will be based on or aided by technology.
Formula 1 has always done this well, even before it was bought by Liberty Media. By having the commentators walking pit lane and doing interviews before a race and then actually explaining strategy and tactics during the race, Formula 1 made itself accessible to the casual fan. By broadcasting team radio and introducing DRS, it made itself further engaging for the committed fans.
The Professional Triathletes Organisation has been using a high-tech solution to better engage their fans. It uses We Are Sweet’s award-winning technology to track and broadcast athletes’ heart rate, positioning, speed, and power in real time. Commentators and production crews can use this data to predict significant events before they happen and to improve storytelling in real time. Fans can use this data to better empathise with the athletes and engage with the action.
The Six Nations got 2025’s fan engagement ball rolling last week by announcing that On Mic, which was trialled late last year, will become a permanent fixture of the Men’s, Women’s, and Under 20’s Six Nations. It’s a not complex innovation, it simply broadcasts the referee’s decision to fans (it’s amazing that this hasn’t happened sooner!). But it will do wonders to better engage fans new to rugby, or fans that cannot keep up with rugby’s constant law changes.
After the controversy surrounding Josh Allen’s failed QB sneak during the AFC Championship Game, I also expect the NFL to continue investigating how it could deploy Hawkeye to measure down and distance.
3. More MCOs will establish centralised commercial teams
At the start of January, Kroenke Sports & Entertainment announced the creation of a division to sell sponsorships across its full portfolio. This shouldn’t really be news; almost every MCO should have such a division already. MCOs’ biggest benefits are increased access to playing talent and increased opportunities for revenue generation. Multi-sport MCOs don’t benefit greatly (if at all) from increased access to playing talent, so it makes sense for them to focus on ways to increase their revenue.
As I wrote when Kroenke Sports & Entertainment’s announcement broke, I predict other MCOs to follow suit in 2025 by announcing their own centralised commercial teams.
4. Two professional women's volleyball leagues will merge
There are currently three professional women’s volleyball leagues in the USA: Athletes Unlimited Volleyball, Pro Volleyball Federation, and League One Volleyball. Next year, there will be four, when Major League Volleyball launches in 2026. In addition, there is a professional league in Puerto Rico: Liga de Voleibol Superior Femenino. Despite the current boom in women’s sports, and sports in general, this feels to me like an oversaturation of the market. I’m going out on a limb and predicting that, during 2025, at least two of these leagues will announce an intent to merge.
What do you think of my predictions?
Too safe? Too absurd? Somewhere in the middle?
If you want to discuss these predictions further, or if you want an outside voice on the challenges you are facing, get in touch through the button below.
Kind regards,
Jacques
