Australia Sports Event Market

Australia Sports Event Market Insights Forecasts to 2035

• The Australia Sports Event Market Size Was Estimated at USD 7.35 Billion in 2024
• The Market Size is Expected to Grow at a CAGR of Around 11.31% from 2025 to 2035
• The Australia Sports Event Market Size is Expected to Reach USD 23.88 Billion by 2035

According To A Research Report Published By Decision Advisors, The Australia Sports Event Market Size Is Anticipated To Reach USD 23.88 Billion By 2035, Growing At A CAGR Of 11.31% From 2025 To 2035. The Sports Event Market In Australia Is Driven By Rising Sports Tourism, Robust Government Support, Expanding Sponsorship Investments, Increased Fan Interaction Through Digital Platforms, Regular International Competitions, Infrastructural Improvements, And High Consumer Expenditure On Live Athletic Experiences.

 

Market Overview

The sports event market in Australia encompasses the entire industry that deals with organizing, promoting, managing, and monetizing both professional and amateur sporting events across all types of sports. The market is made up of ticketing, broadcasting rights, sponsorships, merchandising, and venue operations. The market's applications include everything from domestic leagues and international tournaments to community sporting events, sports tourism, brand promotions, and fan engagement via live, digital, or hybrid event experiences.

 

The sports event market in Australia benefits greatly from the very strong government support, for instance, over A$7.1 billion for the venues of Brisbane 2032, A$283 million for high-performance sports, the Australian Sports Commission (ASC) participation grants which are more than A$17 million, and state-level event funding programs which have more than A$200 million in tourism and economic impact.

 

Among the recent innovations in the Australian sports event market is AI being the core technology in the partnership of Ticketek and Google Cloud. AI is to be used for fan discovery and personalized event engagement. The Park hub of the Australian Sports Commission supports the tech startups in sports performance and event technology. Smart stadiums and AI analytics trends are gaining momentum ahead of Brisbane 2032. Future opportunities are seen in AI-driven fan experiences, immersive digital engagement, wearables, and the international expansion of sports-tech.

 

Report Coverage

This research report categorizes the market for the Australia sports event market based on various segments and regions, and forecasts revenue growth and analyses trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Australia sports event market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition, have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Australia sports event market.

 

Driving Factors

The sports event market in Australia is driven by the strong government investments in sports infrastructure, frequent international tournaments, growing sports tourism, and high consumer interest in live events. Market growth is supported by corporate sponsorship development, media and broadcasting rights, and the introduction of digital fan engagement platforms. Along with population growth and an increase in the number of people participating in both professional and community sports, the market is also boosted by the preparations for major events such as the Brisbane 2032 Olympics.

 

Restraining Factors

The sports event market in Australia is mostly constrained by the high costs of hosting and building infrastructure for the events, increasing operational and security expenses, the adverse effects of weather on different seasons, and reliance on sponsorship and broadcasting revenues.

 

Market Segmentation

The Australia sports event market share is classified into type of event and event format.

 

• The professional sports events segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The Australia sports event market is segmented by type of event into professional sports events, amateur & college sports events, e-sports events, and others. Among these, the professional sports events segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. Strong fan bases, huge ticket sales, rich television rights, significant sponsorship deals, and regular national and international leagues that consistently generate large sums of money are the reasons why professional sports events dominate the market.

• The live segment dominated the share in 2024 and is anticipated to grow at a remarkable CAGR during the forecast period. 

The Australia sports event market is segmented by event format into live, hybrid, and virtual. Among these, the live segment dominated the share in 2024 and is anticipated to grow at a remarkable CAGR during the forecast period. Due to strong consumer preferences for in-stadium experiences, increased ticket sales, item sales, sponsorship visibility, and tourism-driven attendance, live events dominate the Australian sports event business. Government backing and premium television rights are also drawn to live events.

 

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Australia sports event market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

 

List of Key Companies

• Ticketek Pty Ltd
• Sports Marketing Australia (SMA)
• Dynamic Sports Marketing
• International Premier Events (IPE)
• Corporate Sports Australia
• Australian Sports Marketing (ASM)
• 3vent Productions
• UniSport
• Northern Territory Major Events Company (NTMEC)
• Sporting Digital / Stargazer Digital
• Others

 

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

 

Recent Developments:

• In December 2025, the Australian Sports Commission opened the doors of “The Park” innovation hub, which would allow sport-tech companies under its wings and would support the collaboration with the major sporting organisations. The TBA Group, on the other hand, opened its Melbourne and Sydney offices as a way to expand its operations regarding global brand experience in Australia.

 

• In November 2025, the positive effect of the Brisbane 2032 was acknowledged, which pointed out the early economic and market momentum as Australia was getting ready for the Olympics.

 

• In October 2025, the Women in Sport Summit Australia 2025 was a great success, which saw many leaders pitching in to the cause of gender equity and development of the industry.

 

Market Segment

This study forecasts revenue at the Australia, regional, and country levels from 2020 to 2035. Decision Advisors has segmented the Australia sports event market based on the below-mentioned segments:

 

Australia Sports Event Market, By Type of Event

• Professional Sports Events
• Amateur & College Sports Events
• E-Sports Events
• Others

 

Australia Sports Event Market, By Event Format

• Live
• Hybrid
• Virtual

 

FAQ’s

Q: What is the Australia sports event market size?

A: Australia sports event market size is expected to grow from USD 7.35 billion in 2024 to USD 23.88 billion by 2035, growing at a CAGR of 11.31% during the forecast period 2025-2035. 

 

Q: What are the key growth drivers of the market?

A: Market growth is driven by strong government investments in sports infrastructure, frequent international tournaments, growing sports tourism, and high consumer interest in live events. Market growth is supported by corporate sponsorship development, media and broadcasting rights, and the introduction of digital fan engagement platforms.

 

Q: What factors restrain the Australia sports event market?

A: Constraints include the high costs of hosting and building infrastructure for the events, increasing operational and security expenses, the adverse effects of weather on different seasons, and reliance on sponsorship and broadcasting revenues.

 

Q: How is the market segmented by type of event?

A: The market is segmented into professional sports events, amateur & college sports events, e-sports events, and others.

 

Q: Who are the key players in the Australia sports event market?

A: Key companies include Ticketek Pty Ltd, Sports Marketing Australia (SMA), Dynamic Sports Marketing, International Premier Events (IPE), Corporate Sports Australia, Australian Sports Marketing (ASM), 3vent Productions, UniSport, Northern Territory Major Events Company (NTMEC), Sporting Digital / Stargazer Digital, and Others.

 

Q: Who are the target audiences for this market report?

A: The report targets market players, investors, end-users, government authorities, consulting and research firms, venture capitalists, and value-added resellers (VARs).