Global spending on sports media rights is projected to exceed $78 billion by 2030, according to a new forecast from Ampere Analysis. This represents a 20% increase from 2025 levels and reflects the growing competition for premium live sports content, especially among global streaming platforms seeking to strengthen their content portfolios.
The United States is expected to remain the primary growth engine. The upcoming rights cycle for the NBA beginning with the 2025–26 season, coupled with new Major League Baseball agreements from 2029, will push total US media rights spend above $36 billion by the end of the decade.
Additional upside could emerge if the NFL renegotiates its current media deals. Although many of these contracts extend through 2034, the League is reportedly positioning itself for earlier negotiations, asserting that its rights are undervalued. Ampere anticipates preliminary discussions could begin as soon as 2026. Any adjustments to the NFL's terms could have a profound effect on global media rights valuations, given the size and influence of the league.
Europe is also forecast to see steady growth, with total media rights spend rising 17% from $18.3 billion in 2025 to $21.3 billion in 2030. While some marquee sports properties in the region have seen downward pressure in recent auctions, Ampere expects increased competition from global streaming services to reverse that trend. Upcoming major international events such as the FIFA World Cup and the Winter Olympics are also expected to fuel value gains in 2030.
Streaming platforms are playing an increasingly disruptive role in the European market. Rights holders are actively seeking to attract major global services to their auctions. For instance, UEFA, in collaboration with rights agency Relevent, has secured new deals with Paramount as part of its latest tender for the "Champions League."
In Asia, media rights investment is projected to grow from $7.2 billion in 2025 to $9.9 billion by 2030. The region’s expansion will be led by Indian cricket, with significant new deals expected in 2027. Key properties such as the "Indian Premier League" and major ICC events like the "T20 World Cup" are anticipated to drive strong value growth.
Ampere’s report underscores the increasingly strategic role of live sports in a fragmented and highly competitive media environment, with broadcasters and streamers alike escalating their efforts to secure long-term audience engagement through exclusive rights.
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