Shaping the Future of Sport - Highlights and Insights from SportsPro

Highlights and Insights from SportsPro Live: Shaping the Future of Sport

Coraaj Travel were on the ground at SportsPro Live 2025, immersed in the conversations shaping the next era of global sport. From the rise of women’s football to data-led fan engagement and the seismic growth of sports investment, the event offered a front-row seat to the future. For a company built on enabling seamless sports and business travel, understanding these shifts isn’t optional — it’s essential. Coraaj’s presence ensures they stay steps ahead of what top athletes, clubs, and executives need off the field — because in elite sport, performance starts long before game time.

From the grassroots rise of women’s football to the digital reinvention of global fanbases — and the seismic shifts in sports investment — SportsPro Live once again proved why it's the must-attend event for anyone serious about where the sports industry is headed.

The conversations on stage didn’t just capture what’s happening now; they mapped out where sport is going next. Here’s a look at three standout sessions — and what they reveal about the future of the games we love.

1️⃣Women's Football: Building a Distinct, Athlete-First Future

Kicking off the day, a powerful discussion led by Polly Murdoch (Chief Operating Officer, WBLL), Michelle Getty (Founder, Finisca), and moderated by Dame Tracey Crouch (Hanover Communications) dug deep into the transformation of women’s football.

Polly Murdoch made it clear: this isn’t about copying the men’s game. It’s about creating a women's league with its own identity — one that is competitive, entertaining, and sustainable. She stressed the WBLL’s mission to put athletes first, citing initiatives like dedicated female health programs and safeguarding reforms following the NWSL abuse investigations.

Michelle Getty echoed that sentiment, warning against simply mimicking male structures. "We need to find our own way," she argued, highlighting the urgent need for serious investment not just in elite players, but also in youth development, technical staff training, and building unique fan cultures.

Both speakers agreed: fandom doesn't just happen — it’s built. Investment, strategic media coverage, and careful calendar management are essential to avoid burning out top athletes. Without these, women's football risks stalling just as it's gaining momentum.

Takeaway: Women’s football isn’t just rising; it's redefining how a sport can grow — one built thoughtfully, equitably, and with long-term vision. Other sports should be taking notes.

2️⃣Arsenal’s Digital Play: Winning Hearts, Minds, and Data

From the pitch to the cloud, Arsenal's Juliet Slot (Chief Commercial Officer) and Tom Winstanley (CTO and Head of New Ventures) shared a fascinating inside look at how a global club is reinventing itself in a digital-first world.

The headline? Personalization is king. Slot and Winstanley revealed how Arsenal’s partnership with NTT Data is building a tech stack that segments supporters by behavior and demographics, allowing the club to deliver increasingly personalized content and experiences.

“It's about serving the supporter, not just selling to them," said Slot, emphasizing a cultural shift where fan experience — not just football success — is core to brand value.

Crucially, Arsenal is borrowing lessons from industries like retail and finance, recognizing that today's fan expects the same seamless, data-driven experiences they get from global brands like Amazon. Building real-time insights, cleaning data warehouses, and staying nimble are not back-office tasks — they’re central to future-proofing the club.

Takeaway: The digital transformation of clubs like Arsenal shows that sporting loyalty is no longer just won on the pitch. The battleground is personal — and those who invest in knowing and serving their fans will dominate the future.

3️⃣The New Power Players: Sport’s Investment Revolution

Zooming out to the big-picture forces reshaping sport, the panel featuring Danny Townsend (CEO, Surj), Jason Schretter (Partner and Head of EMEA, Raine), Nathan Homer (Commercial Director, NEOM), and Nick Meacham (CEO, SportsPro) was a wake-up call to just how fast the ownership and financial models of sport are shifting.

COVID-19, they agreed, acted as a catalyst, exposing the fragility of old models and opening the door for institutional investors and family offices to get serious about sport. As Jason Schretter put it, "Sports content is perishable, but its value is growing — and investors now realize that scarcity."

Nathan Homer outlined NEOM’s ambitious play in Saudi Arabia — not just investing in teams or events, but building entire ecosystems of livability, wellness, and physical activity as core parts of megaprojects like The Line and Oxagon. It's a sports strategy tied to broader national visions, not just one-off wins.

Meanwhile, Townsend highlighted the increasing patience and sophistication of investors, noting that transformational sports deals are now about creating new value, not just buying existing brands.

Takeaway: Sport is no longer a niche passion play for billionaires. It’s becoming an institutional-grade asset class, and those who understand the power of community, infrastructure, and global reach will lead the next wave of growth.

Final Whistle: Why SportsPro Live Matters

Across every conversation today, one thing stood out: sport is evolving fast, but thoughtfully — blending heart, science, and serious investment. From grassroots initiatives to global fanbases and billion-dollar investments, the people shaping sport’s future aren’t just adapting; they’re designing the playbook. And for anyone who wants to be part of that future, SportsPro Live remains the place to be — where bold ideas, sharp analysis, and game-changing connections come together.