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2018全球体育产业5大趋势一一英文版.pdf

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NIELSEN SPORTS TOP 5 GLOBAL SPORTS INDUSTRY TRENDS 2018 1 INTRODUCTION When we first sat down to discuss the trends affecting the sports business in 2018, it was clear that the most significant of these had been with us for some years. And yet, the pace of change feels faster Glenn Lovett than ever, and the scale of change greater than ever. Global Managing Director, To identify this year’s trends, we interviewed industry executives Nielsen Sports from brands, media and rights holders around the world, and cross- referenced this with input from our own experts. What we found is that the big, tectonic movements – such as the rise of digital media, esports and diversity issues – are setting off many smaller ripples of activity – such as the rise of short-form video, content-led esports sponsorship and new women’s sports formats. That feeling of rapid, great change is very real. “THAT FEELING OF RAPID, GREAT CHANGE IS VERY REAL.” What does this mean for sports? First, we believe, it means opportunity. Barriers to entry have never been lower. More markets