The "Next Five" represents five trend topics that will increasingly become relevant for all players in the sports business in the coming years. According to the "Spöko Score," these are:
Internationalization – It is called "a must for companies in the industry." The shift of interests, markets, and supply chains from West to East in terms of economic power and political relevance in sports is thoroughly analyzed.
Digital Transformation – for efficiency improvements to better respond to the changing demands of markets and customers. Artificial intelligence as a tool for transforming the sports industry into a "cross-media entertainment industry" particularly targeting younger audiences is highlighted.
Sustainability according to the report in all three dimensions – ecological, economic, and social – remains an essential component for the sports industry. "Sustainability is no longer an add-on but must be integrated into sports," the report states.
Ethics is also one of the most important future topics in sports policy and associations: "Issues of morality and ethics are increasingly important in sports in light of geopolitical differences and varying value systems."
Diversity in terms of promoting diversity and inclusion of different genders, ethnicities, and backgrounds in all areas of sports. Experts predict: "In the next one to two years, many brands will seriously address the issue of women in sports."
The "Spöko Score" is based on three pillars: themes and theses derived from expert interviews, assessments from practice and science, and surveys on the future of sports among entrepreneurs and decision-makers in the sports industry. The "Next Five" were developed in expert interviews with members of the Economic Advisory Board of Sports Economics at the University of Bayreuth. Here, expertise from a variety of sports economic fields is combined: executives of leading sports marketing agencies, decision-makers in the sports marketing industry, top executives in elite sports associations and clubs, and experts in athlete management and corporate health management. Among them are Heike Ullrich, Secretary General of the German Football Association, Tobias Müller, Head of Technology Communications at Mercedes Benz AG, Robert Zitzmann, Managing Director at Jung von Matt, Benjamin Hoeneß, Director of Corporate Partnerships at FC Bayern, or Karsten Bentlage, Senior Vice President at Sportfive.
