Sport Business Expert Panel: Barometer 2025 (January 2026)

The panel discussion centered on a key idea: sport, particularly in Europe, is evolving toward a model where financial sustainability, glocalization, and digital transformation are becoming increasingly important. There was broad consensus that future growth will depend on more professional management, developing fan-centric strategies 365 days a year, and moving sponsorship beyond logo visibility toward measurable, results-driven activations.

1) Key Trends in Sport

Jorge Garbajosa (President, FIBA Europe) highlighted that basketball operates under a different reality than football: it is a sport with many niche segments and a strong global footprint. In his view, the challenge lies in expanding that international reach while carefully assessing how initiatives such as a potential NBA–Europe model could fit, without losing focus on competition and the value of domestic leagues.

Begoña Santiago (CFO & COO, Global Football Holdings) emphasized the financial challenges facing European sport, where rising costs—particularly player investment—are not always matched by sustainable revenue structures. She noted a shift toward a more business-driven approach, with greater emphasis on governance, clear KPIs, and performance-oriented investment logic.

Óscar Vilda (CEO, DAZN Spain & Portugal) discussed the transformation in consumption habits: while interest in sport remains strong, fans now expect flexible access—anytime, anywhere, on any device—along with additional content and formats that match today’s fast-paced lifestyles. DAZN aims to enhance this experience while leveraging user interaction data to refine both product and commercial offerings.

Antonio Dávila (Vice President, RCD Espanyol de Barcelona) pointed to increasing competitive pressure among leagues and competitions, as well as the growing influence of governing bodies like FIFA and UEFA, which are not only regulators but also drivers of new competitions. Competition, he noted, is intense—often a “winner takes it all” scenario.

Beatriz Navarro (Marketing Director, Renault Group Spain) shared insights from a sponsor’s perspective, highlighting the growing role of AI, smarter measurement models linking sponsorship to tangible business impact (such as sales), deeper customer insight, and consistent storytelling. She also noted that Europe still has room to grow compared to the activation and commercial exploitation levels seen in the U.S.

2) Audiovisual Piracy: A Direct Industry Impact

Vilda described piracy as both a national and industry-wide issue, affecting not only platforms but also club revenues, tax income, and employment. A significant share of pirated content is sports-related. Beyond regulation, he stressed the need for greater awareness of the economic impact and the risks involved, including user data security.

3) Club Acquisitions

Santiago explained that when evaluating a club acquisition, investors must look beyond an “attractive price.” Key factors include the asset’s potential, league context and trajectory, the city’s engagement and traffic, the stadium’s commercial potential, and the sustainability of commercial rights. She stressed that there is no universal formula and that sporting success cannot rely solely on financial injections and player signings—it requires understanding the starting point and building strategically.

Dávila reinforced the importance of the league ecosystem, noting that a club’s success is tied to the health of the competition. He also highlighted a crucial factor: competitive integrity. If fans question the fairness of a competition, trust erodes and is difficult to rebuild.

4) Growth with Identity

Garbajosa emphasized that clubs are not just businesses but also “emotional institutions.” In Europe, this means balancing KPIs and profitability with perception, legitimacy, and fan trust.

Santiago described the holding company approach: standardized analysis and reporting, clear governance, and coordination between business and sporting operations. Even so, she stressed that each club must preserve its identity and heritage, with sustainability as the ultimate goal.

Navarro applied this logic to sponsorship: the value lies not only in logo placement but in activation. She shared examples of 360º activations and highlighted how global brands must translate into locally relevant initiatives—a true exercise in glocalization.

5) The Audiovisual Model

Vilda outlined a shift toward hybrid audiovisual models: a premium tier for those seeking a full experience, alongside more accessible, registration-based offerings that create value through data and user relationships. He also pointed to the opportunity to better integrate sponsors into the viewing environment, turning it into a space with measurable metrics, traceability, and ongoing activation.

6) The Fan: More Demanding, More Segmented, 365 Days a Year

Speakers agreed that today’s fan expects more—and expects it constantly.

Garbajosa highlighted the importance of segmenting audiences and designing tailored experiences.Santiago emphasized building a year-round relationship through content, off-match activations, shorter formats, and more effective use of stadiums for premium experiences, events, and business.Vilda spoke about fans’ desire for control, interactivity, and community—they want to choose and participate.

Dávila underlined the importance of listening and improving service quality, avoiding the assumption that dissatisfied fans “just don’t understand.”Navarro added that demand is shifting toward more complete experiences, including VIP access, proximity to players, merchandising, digital activation, influencers, and sponsorships that connect with real-life experiences.

CONCLUSION

Overall, the discussion highlighted a clear transition: sport is moving into a new phase where success depends on combining passion with professional management, with a strong focus on financial sustainability, digital content distribution, and more strategic, measurable sponsorship. Above all, the shared premise was clear: future growth depends on placing the fan at the center, understanding what they truly value and how they engage with sport.