Published on The Happy Pineapple
The world of sports is evolving faster than ever. From the explosion of athlete-driven content to the way teams are monetizing digital platforms, the business side of the game is getting more competitive, more innovative, and more lucrative.
As the founder of The Happy Pineapple and someone who’s spent years working at the intersection of sports and entrepreneurship, I’m always scanning the horizon. Here are my top 5 sports business trends to watch in 2025 — and why they matter to athletes, brands, startups, and fans alike.
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1. Athlete-Run Media Empires Are Going Mainstream
In 2025, athletes aren’t just playing the game — they’re owning the narrative. From podcasts to YouTube channels to entire media companies, sports stars are building their own distribution networks.
Why it matters:
Athletes are becoming their own brands and media outlets. This shift means more control over their image, deeper fan loyalty, and a direct line to monetization.
Brett’s Take:
I expect to see more players follow the lead of people like Pat McAfee and Draymond Green — not just participating in media, but building it.
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2. Fan Experience Is Going Phygital
The blending of physical and digital fan engagement — known as “phygital” — is transforming how we watch, attend, and interact with sports.
What’s hot:
• Augmented reality in stadiums
• Interactive watch parties with real-time stats
• NFT ticketing and digital collectibles
Brett’s Take:
Brands that can create seamless, hybrid experiences will win fan loyalty in a crowded market.
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3. The Rise of Micro Sports Startups
We’re seeing a wave of small, niche sports businesses gain traction — from performance gear built for weekend warriors to grassroots content platforms.
What’s changing:
Barriers to entry have lowered. With Shopify, Substack, and social media, passionate founders can launch with speed and style.
Brett’s Take:
This is a great time to be a sports entrepreneur. Authenticity beats polish — and there’s room for everyone at the table.
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4. Women’s Sports Are Driving Big Business
From record-breaking attendance in the NWSL and WNBA to growing sponsorship dollars, women’s sports are no longer a side story — they’re the story.
The numbers don’t lie:
• NCAA women’s basketball viewership hit all-time highs
• Major brands are increasing investments in women-led leagues
• Merch sales and social engagement are booming
Brett’s Take:
Smart investors, creators, and brands are getting in now. This is one of the most exciting growth markets in the entire sports world.
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5. Data-Driven Everything
Whether it’s player performance, fan analytics, or business operations, data is now at the core of decision-making in sports.
Use cases include:
• AI-powered scouting and recruitment
• Dynamic pricing for tickets and merch
• Personalized fan experiences based on behavior
Brett’s Take:
If you’re not leveraging data in your sports business, you’re leaving money (and insights) on the table. Period.
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Final Word from Brett Miller
2025 is going to be a transformative year. Whether you’re an athlete, a marketer, a startup founder, or a fan with a side hustle, now is the time to pay attention, lean in, and level up.
At The Happy Pineapple, I’ll be breaking these trends down all year long — with real talk, actionable ideas, and stories from the front lines of the sports business world.
Stay sharp. Stay bold. Stay happy.
— Brett Miller