未来100强：体育+赞助趋势与洞察2026.docxVIP

SPORTS

2026

AFOCUSONSPORTS

Foreword

Welcometoayearwherethepursuitofhuman

THEFUTURE100

demandingagency,influencingeverythingfromteamdecisionstothenarrativearcsofthegamestheylove.ThebarrierbetweenthedigitalgameandthephysicalmatchisdissolvingintoHyperreality(Trend#05globalFuture100report),creatingafluidecosystem

potentialwheremerchandise,memesandmatchesbleedintooneanother.

potential

collideswiththelimitlesspossibilitiesoftechnology.

In2026,thedefinitionof“sports”isundergoingaradical

physiologicalanddigitalexpansion.Wearemovingbeyondthe

binaryofathleteversusspectator.Today,everyoneisaparticipantintheperformanceeconomy,andthestadiumhasnowalls.

The“Future100:2026”revealsasportslandscapedefinedby

“wellbeingstatus,”whereahighVO2maxismorecovetedthan

aluxuryhandbag,and“endurancetravel,”wherevacationsare

measuredinmilesrunratherthancocktailsconsumed.Thisshiftsignifiestheriseofthe“corporateathlete”–consumerswho

treattheirrecovery,nutritionanddatawiththesamerigoras

professionals.TrendslikeContrastrecovery(Trend#89global

Future100report)andLivingloyalty(Trend#63globalFuture100report)highlightamassiveopportunityforbrandstoservicethislifestyle,rewardingconsumersnotjustforwhattheybuy,butforhowtheylive.

Simultaneously,thefanexperienceisbeingrewrittenbyanew,

diversecoalition.New-wavesportfandom(Trend#34globalFuture100report)isshatteringolddemographics,drivenbyasurge

infemaleengagementandGenZ’sdesireforinclusivity.These

fansdonotwanttopassivelyconsume–theywanttoco-create.

ThroughBranddemocracies(Trend#35globalFuture100report)andAIstoryworlds(Trend#91globalFuture100report),theyare

2

Forbrandsinthesportsvertical,themandateisclear:Youmustbeanenableroftransformation.WhetherthroughThereality

interface(Trend#