The UK sports market is entering its most dynamic period in decades, with emerging sports categories rapidly gaining traction alongside traditional favourites. This shift presents fresh engagement channels and brands looking for growth markets with untapped potential. 

Where is the UK Sports Market Headed—Beyond Football? 

While football remains dominant, the traditional "Big Four" (football, rugby, cricket, and tennis) now share attention with rapidly growing alternative sports. Interest in non-traditional sports has grown notably across the UK, with significant increases in attendance and viewership for sports such as netball, darts, swimming, snooker, and ice hockey (Two Circles). This trend reflects a broader shift in consumer preferences toward a more diverse sporting landscape, fuelled by greater accessibility through digital platforms and changing entertainment habits, and allows brands to engage with passionate communities without the premium costs of Premier League sponsorships. 

Key Emerging Markets Worth Watching 

Women's Sports: The £1B Opportunity 

The explosive growth of women's sports represents the most significant shift in the UK sports ecosystem. Following the Lionesses' Euro 2022 victory, women's football viewership increased significantly, with a global viewership that more than doubled the 2017 edition (Front Office Sports). Industry analysts suggest only 30% of the commercial potential is currently being realised, presenting a £1B growth opportunity for forward-thinking investors (Deloitte). 

The Women's Super League's broadcasting deals with Sky Sports and the BBC have transformed the commercial landscape, with netball, cricket, and rugby similarly experiencing unprecedented growth. 

Esports: Beyond Gaming 

The UK esports market is projected to grow at a CAGR of 28% through 2030, evolving from its gaming roots into a mainstream entertainment platform (Grand View Research). Purpose-built arenas in London and Manchester, alongside university-level esports programs, demonstrate the rapidly developing infrastructure. 

Brands previously dismissive of gaming now recognise its unparallelled access to younger demographics that traditional sports struggle to reach. The diverse ecosystem—from football simulators to fantasy battle arenas—provides several opportunities for non-endemic brands to engage. 

Padel: Europe's Fastest Growing Sport 

With over 129K active players and a 56% CAGR over the past four years, padel tennis is quietly becoming the UK's fastest-growing participation sport (LTA, Padel Business Magazine). Combining elements of tennis and squash, its accessibility and social nature have driven rapid adoption, particularly among the 30-45 demographic with high disposable income. 

How Can Brands Successfully Enter Emerging Sports Markets? 

• Community-First Engagement: At AGM, we've observed that emerging sports communities feature highly engaged, passionate followers valuing authenticity above all. For a European sports client, we developed a localised integration strategy that drove 26% higher engagement than traditional partnership approaches within its first year of launching in the UK. 
• Long-Term Vision: Brands experiencing the greatest success in emerging sports markets commit to growth journeys rather than immediate ROI. This approach builds unparalleled brand loyalty while typically resulting in significantly lower acquisition costs compared to established sports properties. 
• Cross-Platform Integration: The digital-first nature of many emerging sports necessitates sophisticated cross-platform strategies. For a major sports organisation, we developed an integrated approach connecting paid media and out of home activations with physical ticketed events, promoting local athletes within their communities—which resulted in sell-out events throughout the UK. 

Why Act Now on UK Sports Market Diversification? 

The diversification of the UK sports market represents the most significant shift in the sponsorship landscape in decades. Brands recognising this evolution early will establish valuable positions in growing markets at a fraction of the cost of traditional sports partnerships. 

At AGM, our partnership team combines deep industry expertise with data-driven insights to help clients navigate these emerging opportunities. By balancing innovative approaches with strategic rigour, we're helping shape the future of sports marketing in these dynamic and rapidly evolving sectors.