Where we start
Sport has never been bigger, richer or more valuable.
0B
Global sports market, dollars
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Media rights alone, dollars
0%
Growth in sponsorship since 2021
Order of magnitude figures, shown to make the point rather than to be cited. Replace with the agreed source before this goes external.
But for the fans who make sport what it is today, sport isn't always getting better for them.
01What fans put in
Fans give everything to the sport they love
Their time. Their money. Their energy. Their loyalty.
Their time
Seasons, not seasons of content. Years of Saturdays.
Their money
Tickets, shirts, subscriptions, travel, and then the same again next year.
Their energy
Turning up, travelling, making the noise that puts sport on television.
Their loyalty
The one thing in sport that never goes to the highest bidder.
Yet they're increasingly asked to pay more, travel further, subscribe in more places and accept experiences that just don't hit like they used to.
Sport calls fans its lifeblood, but too often treats them like a revenue stream.
02And now
And now Burger King is entering the sports arena.
What will not work
Fans don't need another brand telling them how important they are.
What will
They need a partner prepared to take their side and make their experience better again.
So the first job is not picking a sport. It is working out exactly what fans are losing, and where nobody is doing anything about it.