Global sports media rights spending is forecast to reach $67.34bn in 2026, according to new analysis from S&P Global, with growth driven largely by a packed international calendar rather than sustained underlying demand.
The 9.6% year-on-year increase is expected to be fuelled primarily by two quadrennial events – the FIFA World Cup 2026 and the Winter Olympics – which together account for an estimated $5bn uplift in rights spending. The expanded World Cup alone is projected to generate around $4bn in media revenue.
However, analysts say the headline growth masks a more complex structural shift in how sports media is financed, distributed and consumed.
North America dominates global spend
North America will remain the centre of gravity for the industry, accounting for 52% of global sports media rights spending, or around $34.9bn. The United States alone is expected to contribute $32.8bn, with rights values forecast to rise by 11% year-on-year, underlining the continued commercial strength of US leagues.
Despite this, the market is increasingly shaped by changing relationships between leagues and broadcasters.
Leagues and broadcasters move closer together
A key example of this shift came in January when the NFL agreed a landmark deal with The Walt Disney Company, which included a 10% equity stake in ESPN. The structure reflects a broader trend towards deeper strategic alignment between rights holders and media platforms, moving beyond traditional buyer-seller negotiations.
At the same time, consolidation is reshaping the media landscape. The integration of assets linked to Warner Bros. Discovery and Skydance-backed Paramount structures, alongside the creation of new sports-focused divisions, highlights how central live sports rights have become to corporate strategy.
Streaming accelerates fragmentation
Streaming platforms continue to play a growing role in the market, with companies such as Amazon investing heavily in live sports to drive subscriptions. However, this shift has also fragmented distribution, forcing consumers to subscribe to multiple services to follow a single competition.
The trend has drawn regulatory attention, with the Federal Communications Commission (FCC) examining the migration of sports content away from linear television.
Local broadcast models under pressure
At a regional level, the collapse of traditional regional sports networks has forced leagues to rethink distribution strategies. Major League Baseball is rolling out team-specific channels, while the NBA is exploring a national streaming-based model for local rights.
Beyond live sport: new monetisation models
Rights holders are also expanding into non-live content, including documentaries and shoulder programming, creating additional inventory and engagement opportunities.
Meanwhile, the convergence between sports media and betting continues to accelerate. Operators such as FanDuel and DraftKings are facing increasing competition from prediction market platforms like Polymarket, which operate outside traditional regulatory structures.
A growing but more fragile ecosystem
While live sport remains one of the most powerful drivers of mass audiences, the report concludes that the ecosystem supporting it is becoming increasingly complex.
As rights fragment across platforms and costs rise for consumers, the industry faces a future defined not just by growth, but by structural instability and continuous reinvention.