The Sports-Leisure Landscape Update: 10 Trends – Report 1 (26/27)

Published 29 July 2026

Author

18 min read

In this two‑part exploration of the rich sports‑leisure landscape, we spotlight how football, golf and cricket – long‑established pillars of global sport – are being re‑energised through new audiences, evolving fan behaviours and expanding commercial worlds. Each is developing in ways that feel vibrant, inclusive and full of opportunity for brands.

Read also The Sports-Leisure Landscape: 27/28 – Report 2 for three further themes anchored in sport and fitness.

Peak Football Energy

The Golf Growth Era

Cricket’s Cultural Breakthrough

Football is experiencing heightened visibility, powered by blockbuster tournaments and a wave of new cultural touchpoints. Clubs are experimenting with immersive fan technologies; women’s football is building dedicated retail and advocacy spaces, and global brands are weaving the sport into fashion, media and everyday lifestyle. As such, the sport’s reach has become broader, bolder and more multidimensional.

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Golf’s growth era is evolving as brands introduce new ways to start, enjoy and access the sport – from beginner pathways and youth partnerships to digital archives, tech‑enabled gear, luxury course experiences and culture‑driven apparel – widening how people meet and move through the contemporary golf world. For more, see The Sports-Leisure Landscape Update: Report 1.

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Cricket is gathering real momentum worldwide, driven by visible change both on and off the field – from modernised formats and creator‑led storytelling to investment in the women’s game and new nations building infrastructure and pathways. With cricket set to return to the Olympic Games in Los Angeles in 2028, it now feels more socially and commercially dynamic, blending heritage with new‑era entertainment.

The Sports-Leisure Landscape Update: 10 Trends – Report 1 (26/27)

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Topics

Active

Entertainment

Health & Wellness

Hospitality & Service

Leisure

Media & Entertainment

Menswear

Sports & Leisure

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