Sport
Sport has a significant and growing impact on Europe’s economy and society – contributing over 2% of EU total employment. The sports sector has demonstrated remarkable resilience amid global economic challenges. Investors continue to view sports as a stable asset class, with over 300 stadiums worldwide undergoing renovation or new construction in 2026, nearly half of them in Europe. Long-term contracts, loyal fan bases, and domestic supply chains insulate the sector from some of the macroeconomic pressures affecting other industries.
Women’s sport is experiencing unprecedented growth. UEFA has pledged €1 billion over six years to develop women’s football, aiming to establish six professional leagues and support 5,000 professional players by 2030. The Women’s Champions League is breaking viewership records consistently, and the commercial investment case for women’s sport is now well-established. Major asset managers and private equity funds are evaluating women’s sport portfolios as distinct asset classes, driven by sponsorship growth, broadcast rights appreciation, and fan demographic expansion.
EU engagement in sport has deepened. European Commissioner for Intergenerational Fairness, Youth, Culture, and Sport Glenn Micallef has outlined priorities including strengthening the European sports model, promoting inclusivity, combating piracy of sporting events, and enhancing sport’s role in European diplomacy. Erasmus+ Sport applications rose 34% in 2026, with approximately 335 projects expected to receive €61.6 million in funding. The EU is also addressing concerns around gambling regulation, match-fixing, doping, and the governance of sports organisations with pan-European reach.
The media rights dimension is increasingly contested in Brussels. Selling media rights is the primary revenue source for professional sport, and the rise of streaming platforms as dominant rights-holders is disrupting the traditional broadcasting model. Sports leagues and national federations are lobbying for ‘listed events’ protections – ensuring major events remain accessible on free-to-air television – while platforms argue for market freedom. Piracy of live sports content is costing rights-holders billions annually, and the EU’s enforcement mechanisms under the DSA are being actively tested. External investment from Gulf sovereign wealth funds and US private equity in European sports clubs and leagues has become a Brussels governance question, raising issues around financial transparency, competitive integrity, and the relationship between sport and geopolitical interests. Betting integrity and the governance of sports organisations with pan-European reach remain live regulatory issues. AI-generated synthetic highlights and deepfake athlete content are creating intellectual property disputes that will require Commission attention and coordinated sector advocacy.