Sport has never been more visible, more valuable, or more in demand. Global calendars are brimming with new tournaments, expanded formats, and international fixtures that attract record crowds and digital audiences in the billions. From a business standpoint, it’s a golden era to the soundtrack of serious cash… but what about the athletes?
Take football. Twenty years ago, an elite player might log 50 matches a season. Today it’s closer to 65… and that’s before you factor in the Club World Cup, expanded European formats, and endless international windows.
Yet the appetite shows no signs of slowing: Stamford Bridge recently saw a vast surge in visitors, many turning up just to glimpse Chelsea’s £200,000+ Tiffany-crafted Club World Cup trophy.
What’s tough on athletes can be brilliant for brand equity.
Rugby has evolved too. Between the Lions Tour, Autumn Internationals, European club competitions and domestic leagues, elite players are tested like never before. The game has become faster, more physical, and more exacting – evidenced by the 5 failed HIAs in the last Test.
A benchmark of this is the shift in shape of the players. Remember when rugby had positions ranging from balletic to behemoth? Now you see a cookie cutter physique reflecting the kind of athletes that can endure both the physicality of the sport as well as the year-round performance it demands.
Will we see more of the same in football, with wispy artisan players muscled out by those whose endurance sees them emerge as first pick?
In tennis and golf there are different challenges of relentless global travel and the pressure of being a solo athlete. The Canadian Open saw several stars pull out this year, not through injury but sheer exhaustion and the possible wish to avoid picking up damage in a non-Major tournament.
Over in cricket, the franchise boom means players can go months without a proper break. It might be no coincidence that mental health has long been an open conversation here than almost any other sport.
What’s encouraging is that tech is there to mitigate risk, protect performance and prolong careers. AI-led load management, recovery, biofeedback tools, and injury forecasting enable much better predictive care.
Today’s elite sport is more gruelling and more celebrated than ever, creating an era of extraordinary commercial opportunity.
For the athletes who can adapt and shine, their star power has unprecedented potential. However, these people are at the apex of a large pyramid; for those below them – and for those who manage them – to keep earning, they need to be resilient, adaptable and above all, fit to play.
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