Houlihan Lokey – Sports Market Update, Fall 2025

The report focuses on the current state and future trends in the sports industry, which is experiencing a new era of growth and monetization.

Key topics include the dominance of streaming as a viewing format, record media rights deals for broadcasting sports events, the growth of women's sports into a multibillion-dollar market, and the impact of creator-generated content on the fan base. It also highlights the role of sports technology as a strategic asset class for investors, including the use of AI, youth platforms, NIL, and performance technologies.