The new economy of sports: where are the funds, who invests, and why do the old rules no longer work…

The new economy of sports: where the money comes from, who invests, and why the old rules no longer work

On May 26th, a forum titled “Masters of Sport: New Rules of the Game” will be held. This forum will discuss the new economy of sports and the business models that shape the market.

Modern sports have long gone beyond the boundaries of stadiums. Today, it’s a complex financial ecosystem, where media rights, infrastructure, digital platforms, and fan communities all play a role in shaping the monetization models. The industry no longer relies solely on marketing and sponsorship agreements. It sets its own rules.

With the support of Forbes Russia, experts will discuss key aspects of market development. They will talk about where real profits are made in sports today, what business models are showing strong growth in 2026, how the economy of clubs, arenas, and commercial projects is changing, where the capital is being directed by key market players, and why sports media and bloggers are becoming independent businesses. They will also discuss how the sponsorship market has changed and why the old ways of attracting partners no longer work.

The program will feature leaders from various sports federations, top managers of arenas, founders of sports brands, organizers of major events, and experts in the media industry. Registration is already available on the official forum website.