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FT Scoreboard: The Business of Sport

In November, Netflix aired its first live sporting event and more than 100mn viewers tuned in. This report analyses the ways sport now interacts with its fans and commercial backers, through the latest technologies and new takes on old traditions

© Al Bello/Getty Images for Netflix

TKO president insists fans want ‘super access’ to sport
While other sports struggle to find ways to engage with a new generation of fans, Mark Shapiro believes he has found the answer
In sport, the race is on to let technology decide who wins
Human arbiters are set to be increasingly phased out as machines become more efficient at making critical decisions
Brands flock to F1 as female engagement soars
Popularity of the sport grows among women, boosting hopes for greater commercial opportunities
How analysing fans’ behaviour helped a marketing agency win big
Two Circles’ data crunching enables sports organisations to understand what supporters want to see
Will 2025 be a ‘generational moment’ for women’s rugby?
World Cup hosts and favourites England aim to replicate the football team’s European success and create a lasting legacy
America’s Cup fights to boost audience while preserving heritage
British skipper Sir Ben Ainslie sees ‘huge potential to grow’ if the world’s oldest sporting trophy can tweak its rules

More from this Special Report

Coventry seeks to break the mould as IOC presidency race heats up
Zimbabwean athlete could be the first African and first woman to hold one of the most powerful positions in world sport