Each year, the editorial team at SportBusiness highlight the specific sports and storylines that they think are most worth keeping an eye on in the year ahead. From the future of direct-to-consumer channels, to a niche Chinese sport you’ve probably never heard of, here are our Ones to Watch.
This piece is produced in partnership with NEOM.
1. The race to host the 2036 olympics
“One of the most intriguing contests in 2026 will be who wins the right to stage the 2036 Olympics.
“The decision might not be made during the year – the new IOC president Kirsty Coventry has ‘paused’ the process – but the stakes will rise over the next twelve months as the bidders parade their credentials.
Doha is the latest hopeful, joining the likes of Nusantara (Indonesia), Istanbul, Ahmedabad and Santiago, among others.
As the geopolitical balance of the world continues to shift, often in dramatic and surprising bursts, what follows the relatively status quo Summer Games locations of Tokyo, Paris, Los Angeles and then Brisbane will say much about the world of sport: where we are now, and where we’re going.”
Imran Yusuf, executive editor at SportBusiness
2. Triathlon
“Follow the money. In July 2025, SURJ Sports investments, the sports investment arm of the Saudi Public Investment Fund, committed $40 million to the T100 Triathlon World Tour in a series C funding round for the Professional Triathletes Organisation (PTO).
When unveiling the deal, SURJ chief executive Danny Townsend said: ‘The PTO is redefining endurance sport for modern audiences – blending elite racing with inclusive, mass participation formats, global storytelling and community engagement.’ The Saudis are betting on growth.”
Frank Dunne, editor-at-large at SportBusiness
3. Direct-to-Consumer Channels
“In 2026, the final accounting of the first season of France’s Ligue 1+ will have ramifications for other rights-holders keen to follow a similar route with their domestic rights.
The channel’s success – or not – will have a knock-on effect across the industry with so few test cases, particularly in football. In 2025, the Austrian Bundesliga’s direct-to-consumer plan failed to gather the necessary support of smaller clubs, for which media rights can make up a third of their budget. Faced with a 30-per-cent year one revenue drop, they approved a Sky renewal instead.
Convincing clubs with short-term recruitment pressures to vote for less revenue but a long-term media investment will remain a huge challenge. Rights-holders will continue to scrutinise Ligue 1+, which passed 1 million subscribers in September 2025 but still falls well short of delivering sums previously raised by rights sales once costs are stripped out.
The Turkish Football Federation (TFF), expected to go to market with Turkish Süper Lig rights in 2026, will be among those weighing up most likely dwindling broadcast returns versus a bold leap into the still untested waters of DTC monetisation.”
Martin Ross, global news editor at SportBusiness
4. Heyball
“Chinese 8Ball, popularly known as ‘Heyball’, has surged into one of the most significant cue sports globally – especially in China – thanks to its massive player base, growing prize money, and formal recognition by international governing bodies.
Originated as an adaptation of 8-ball pool, but played on snooker-style tables, Heyball has overtaken other cue sports in popularity across China. There are more than one million Heyball tables in the country, according to the World Pool Association, which recognised Heyball as a directly governed discipline in May 2024.
Prize money has also grown for the professional players with the Joy World Heyball Masters Grand Final in Chengu China offering a first prize of ¥5m ($700,000/€600,000) to the winner in 2025.”
Matthew Glendenning, European sponsorship editor at SportBusiness
5. The Hundred
“Back in February 2025, the England and Wales Cricket Board became £500m richer after massively outperforming expectations in the sale of its 49-per-cent stakes in all eight teams competing in The Hundred, its short-form domestic competition.
Now the dust has settled, 2026 could be a big year for The Hundred’s future. Rumours are rife that the new investors are keen to axe the 100-ball format and turn it into a T20 competition as soon as next year, effectively ending the format. Reports claim The Hundred’s domestic broadcasters, Sky and the BBC, are open to it.
There are also big changes coming in sponsorship, with the teams being awarded more key assets – such as front-of-shirt and kit supplier – to sell themselves. How successful the teams are in selling this inventory will indicate how enthused sponsors are about The Hundred’s future – whether it stays 100 balls or increases to 120.”
Faaez Samadi, deputy editor for SportBusiness Sponsorship
6. Premium Rights on YouTube
“The tried-and-true model of selling exclusive cross-platform rights to a single buyer in a single open auction is being challenged by more tailored strategies. Often involving a multi-platform, multi-package model that includes premium rights carved out for tech companies. And, of course, for YouTube.
As cord-cutting continues apace in most major markets and rights holders become more creative in their approaches, I’d expect to see more deals like the sale of Bundesliga rights in the UK. Where fewer matches on Sky was balanced by packages sold to the BBC, Amazon Prime Video and the That’s Football YouTube channel.”
Catherine Davies, Americas bureau chief at SportBusiness
7. Relevent and Uefa Club Competitions
“All eyes will be on Relevent Sport Group as it begins to roll out its sales strategy off the back of its shock swoop for exclusive commercial rights to Uefa club competitions.
Ever since Relevent entered into an exclusive period of negotiation for the 2027-33 cycle with Uefa in the first quarter of 2025, the industry has been intrigued as to what Relevent has planned for the new commercial era of the Champions League.
Perhaps a global first pick package will be in order. Just think, Real Madrid versus Paris Saint-Germain shown exclusively in all markets worldwide. It will certainly entice the streaming giants to the negotiating table.”
Jonathan Rest, global news editor at SportBusiness
