A new study on the future of the global sports market warns that organisers of sporting events in New Zealand will have to change the way they seek sponsorship and lure spectators if they want to survive.
The report Changing the game: the Outlook for the Global Sports Market to 2015, released by PwC, says the events will have to offer more than just the match to spectators.
It also says organisers should aim for more than one major sponsor.
The report says over the next five years, global sports revenues will grow by 3.7% a year to more than $145 billion by 2015.
However, PwC's markets managing director Bruce Baillie says in future events from the Heineken Tennis to the Super 14 will be a combination of the match and entertainment.
"The idea of this entertainment alongside sport is important, particularly for what I would term the new generation, who are not so much dyed in the wool sports fans as fans of entertainment," he says.
Mr Baillie says the current mix of sport and entertainment is another way of providing the fan with value.
He says budgets for corporate sponsorship are much tighter and corporates will want to see a very close connection between the value to their brand and the sponsorship.
