Sports Hospitality Industry Set to Reach $74.32 Billion Worldwide by 2036

The sports hospitality industry is growing fast. According to a new report from Credence Research, the market was worth US $8.35 billion in 2018, grew to US $15.23 billion in 2024, and is on track to hit US $74.32 billion by 2036 – a healthy 14.12% annual growth rate.

What’s driving it? Simply put, fans and businesses want more than just a ticket. There’s rising demand for VIP suites, exclusive access passes, fine dining, and behind-the-scenes experiences at major events like the FIFA World Cup, UEFA Champions League, NFL Super Bowl, Wimbledon, and Formula 1. Companies use these packages to impress clients and strengthen relationships, while wealthy fans are looking for unforgettable, luxury moments.

Global sporting calendars are also expanding. More frequent mega-events – from the Olympics and ICC tournaments to international racing circuits – are sparking new investment in stadiums, hospitality lounges, and premium fan zones.

The challenges? High prices keep these experiences limited to top-tier customers, economic downturns can slow spending, and event cancellations (as seen during the pandemic) can hit revenues hard.

The opportunities? Emerging markets in Asia-Pacific, the Middle East, and Latin America are hosting more world-class events, and tailored packages that blend sport with local culture are in demand. Partnerships between sports leagues, hotels, airlines, and travel companies are also creating more seamless, high-end experiences – with technology like digital ticketing, AR/VR fan engagement, and mobile booking making it easier than ever for fans to upgrade their game-day.

Right now, North America leads the way with a 35% market share, followed by Europe (28%) and Asia-Pacific (20%), which is the fastest-growing region. The Middle East is quickly becoming a hotspot thanks to heavy investment in sports tourism, while Latin America is building on football’s massive cultural pull.

In short, as sports become more global and fans expect more from their experiences, sports hospitality is turning into one of the most exciting – and lucrative – parts of the live events industry.