Wide access to bite-sized sports videos is creating “fluid fans” willing to shift loyalty.
When our son switched his NBA allegiance from the Houston Rockets to the Golden State Warriors, my wife, a lifelong Rockets fan, was aghast. But a new report suggests this type of disloyalty is about to become commonplace, with enormous implications for the sports market.
The business of sports is no longer a sideshow to the sports themselves. In 2018, the value of the global sports market reached almost $500 billion, with more than 100 sports franchises worth $1 billion or more.