The media rights market in 2024 showcased a stark contrast between North America and Europe. In the U.S., the value of sports TV rights soared by 21%, driven by high-profile deals like Amazon's 11-year contract for Friday-night NBA games and the NFL's partnership with Netflix for Christmas Day matches. According to Ampere Analysis, streaming services collectively spent over $10 billion on sports rights, a dramatic increase from $2.8 billion just five years ago. By 2025, this number is expected to surpass $11 billion, accounting for 23% of the global sports rights market.
In contrast, Europe faced challenges, with macroeconomic pressures leading to cautious spending by broadcasters. While the Premier League and Bundesliga secured modest increases in domestic TV rights, Ligue 1 experienced a 14% drop in revenue compared to its previous cycle.
Sponsorship emerged as a bright spot in 2024, with revenues witnessing a 21% increase over the past two years. The Paris Olympics and UEFA Euros played pivotal roles, with Olympic sponsorship revenue alone growing by 60% compared to Tokyo 2020, reaching $1.5 billion. In addition, U.S. and Middle Eastern brands led the charge, with Saudi Arabia’s sponsorship spend growing by 74%, highlighted by Aramco’s partnerships with FIFA and Aston Martin F1.
Title partnerships continued to dominate, with the average deal value rising by 16% to $19 million annually. Notable deals included Tata Group's record-breaking extension with the Indian Premier League and Nike's surprise partnership with the German National Football Team.
The proliferation of streaming platforms acquiring exclusive sports rights has both empowered and overwhelmed consumers. For niche fans, affordable monthly subscriptions, such as ESPN+ at $11.99, provided access to specific events. However, fans of multiple leagues faced mounting subscription costs, with 51% expressing a willingness to pay extra for a unified service.
Major global events captured the spotlight in 2024, from Lionel Messi’s Copa America victory in Miami to Shohei Ohtani driving record MLB World Series viewership in Japan. The Women’s IPL debut and Caitlin Clark’s rise during March Madness underscored the growing appeal of women’s sports. However, concerns about equitable sponsorship revenue distribution between men's and women's teams remain.
As competition intensifies across leagues and markets, 2025 is poised to build on these developments. The Saudi Pro League, Formula 1, and the Women’s Super League are set to negotiate new deals, with expectations for increased sponsorship and media rights values. Streaming platforms like Netflix and Amazon are also expected to expand their footprint in live sports, further reshaping the industry.
