Sports and entertainment

Shaping the future of experiences, fandom, and cultural value.

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Sports, entertainment, and culture are becoming increasingly influential economic and social ecosystems.

From global sporting events and live entertainment to museums, cultural institutions, and creative industries, organizations face rising expectations for personalized, immersive, and connected experiences. At the same time, AI, digital platforms, and new commercial models are reshaping how those experiences are created, delivered, and monetized.

As physical and digital worlds converge, growth depends on combining creativity, technology, data, and community. Organizations must balance commercial performance with cultural relevance, expand beyond traditional revenue models, and create experiences with lasting economic and social impact.

What’s reshaping sports and entertainment?

The sector is entering a new era defined by continuous engagement, AI-enabled experiences, and the growing economic role of culture.

Experiences are becoming continuous rather than event-based.

Fans, audiences, and visitors increasingly expect personalized engagement beyond a single match, performance, exhibition, or venue. Digital platforms are helping organizations build communities, deepen loyalty, and create value across the customer journey.

AI and digital technologies are redefining engagement.

AI is transforming content creation, audience insight, commercial partnerships, ticketing, venue operations, and personalized experiences. Organizations are using intelligence to strengthen engagement, improve performance, and unlock new revenue opportunities across physical and digital environments.

Culture and creativity are becoming strategic economic assets.

Governments, investors, and institutions increasingly see sport, culture, and entertainment as drivers of economic growth, tourism, innovation, talent, and social cohesion. Long-term success depends on connecting creators, rights holders, partners, and communities.

From experiences to intelligent ecosystems

Leading organizations are moving beyond managing venues, events, and institutions to orchestrate ecosystems that connect audiences, creators, athletes, performers, partners, technology, and communities.

Success depends on combining creativity with intelligence, physical experiences with digital engagement, and commercial ambition with long-term cultural value. Leaders will shape more than events and content. They will shape how people connect with sport, culture, and entertainment.

Why Strategy&

Strategy& partners with governments, rights holders, leagues, clubs, federations, entertainment companies, cultural institutions, investors, and destination developers on the strategic choices shaping the future of sports, entertainment, and culture.

We help clients translate ambition into measurable outcomes by combining sector expertise with advanced capabilities in strategy, AI, digital transformation, operating model design, and ecosystem development.

1

Sports, entertainment, and culture expertise

We advise leaders across sports, entertainment, culture, tourism, and creative industries on the decisions shaping audience engagement, commercial growth, destination development, and long-term sustainability.

2

From ambition to ecosystem impact

We work alongside leadership teams to turn ambition into measurable outcomes across organizations, experiences, venues, destinations, and communities.

3

Analytics and AI for next-generation experiences

We embed analytics, AI, and digital platforms across our work to strengthen audience insight, personalize experiences, optimize commercial performance, and support responsible innovation.

Our services

We work across the sports, entertainment, and culture landscape, from defining strategic ambition to delivering the commercial, operational, and ecosystem decisions that bring it to life.

01.

Sports strategy and growth

Shape the future of sport through stronger leagues, clubs, federations, venues, and events. We help clients redefine growth strategies, strengthen fan engagement, modernize operating models, unlock commercial opportunities, and create sustainable sports ecosystems with lasting economic and social impact.

02.

Entertainment strategy and monetization

Reimagine entertainment through intelligent platforms, audience-centric business models, and new monetization opportunities. We help media, live entertainment, streaming, venue, and experience providers use AI, digital technologies, and partnerships to create more engaging, scalable, and commercially sustainable experiences.

03.

Culture strategy and development

Unlock the cultural economy as a driver of growth, identity, and community. We work with governments, cultural institutions, museums, heritage organizations, and creative industries to strengthen cultural ecosystems, expand participation, enhance visitor experiences, and create sustainable models that preserve cultural assets while generating long-term value.