The Future of Emerging Sport Properties Globally
With over 25 years in global sports—co‑founding ONE Championship, helping launch The Snow League into China, working on the Commonwealth Games, and now building EPIC—I’ve written these articles to share practical insights for the next generation of sport builders and leaders.
The coming decade belongs to emerging sport properties that sit at the intersection of media, technology, and community. From winter sports expanding into non‑traditional markets like China to pickleball’s rapid global rise, we are watching a shift away from legacy formats toward experiences that are faster, more social, and more digitally native. Having worked across combat sports, multi‑sport games, snow events, and now EPIC, I see three forces redefining the global landscape.
First, niche is becoming the new mainstream. Digital platforms have made it possible for relatively young or “small” sports to aggregate a global audience that rivals classic leagues in engagement. Fans care less about a sport’s age and more about whether it fits their lifestyles and values. Pickleball, for example, combines accessibility, community, and competition in a way that resonates with both youth and older players, making it attractive for broadcasters, venues, and brands.
Second, technology is collapsing the distance between fan, athlete, and rights holder. Through AI, advanced analytics, and emerging tools like digital twins—an area I’m involved in with motorsport and cycling partners—we can offer personalized, interactive experiences that were impossible a decade ago. Imagine fans following a snow athlete’s training load in real time, or pickleball players comparing their performance to global benchmarks from EPIC events. Properties that design with this future in mind will leapfrog those trapped in legacy broadcast models.
Third, purpose is becoming a competitive edge. Governments, cities, and sponsors increasingly look for properties that deliver social value: health, community, tourism, and national pride. Snow events can anchor four‑season resort economies; pickleball can promote lifelong activity; combat sports can champion discipline and mental resilience. When a property can credibly claim it is improving lives, it earns supporters who think beyond a single season or rights cycle.
For entrepreneurs, this is an unprecedented opening. Barriers to launching are lower than ever, but expectations for professionalism, safety, and governance have never been higher. Those who combine creative vision with disciplined execution—and who are willing to think globally while partnering locally—will define the next generation of sport brands.