Dutch sports market set for strong growth, driven by shorter formats, tech and women’s sports

The sports market in the Netherlands is poised for significant expansion over the next three to five years, driven by a combination of steadfast fan loyalty to traditional leagues and emerging commercial opportunities in shortened formats, emerging technologies, and a growing interest in women’s sports.

According to a comprehensive new industry report from PwC, sports executives in the Netherlands are remarkably optimistic about future financial performance, projecting an annual revenue growth rate of 10.1%. This forecasted growth is greater than the global projected average of 7.4%.

The upbeat outlook is fueled heavily by commercial and sponsorship rights, alongside ticketing and hospitality. However, the local market remains cautious regarding betting-related revenues, which are projected to grow by 4.9% locally compared to 6.9% globally, due to strict national regulations on advertising and deposit limits.

While global sports trends increasingly lean toward influencer-led content and celebrity branding, the Dutch market remains anchored in tradition. The survey reveals that 73% of Dutch fans prefer established sports leagues and traditional competitive structures, which is ten percentage points higher than the global average.

This preference for consistency does not mean innovation is absent. Instead of chasing internet celebrities, Dutch sports executives see the single greatest commercial opportunity in shortened, fast-paced sports formats.

Shorter formats and women’s sports

A total of 83% of Dutch executives highlighted shortened formats, such as 3x3 basketball, as top growth drivers, compared to only 57% of executives globally. This localized enthusiasm follows recent high-profile athletic triumphs, including a gold medal for the Dutch men’s 3x3 basketball team at the Paris 2024 Olympic Games.

Short-form content in general is triumphing with younger Gen Z and millennial audiences. That is clearly a major side effect of the media revolution of social media, in which millions of people have largely abandoned more traditional media formats like cable TV.

“Younger audiences naturally gravitate to short-form stories and personalities, discovering sports through athletes long before they attach themselves to teams or leagues,” said Joris de Boer, director at the National Hockey League (NHL), in an interview conducted as part of the PwC report.

“But they won’t live on TikTok forever. People age, their habits evolve, and spending power shifts with them. A fifteen year old glued to vertical videos today may become a long-form documentary fan or a season ticket holder tomorrow.”

Another pillar of future expansion is the rapid professionalization and commercialization of women’s sports. Local executives anticipate an impressive 26% annual revenue growth in the women’s sector over the coming three to five years.

To capture this momentum, capital is flowing directly into female competitions. The study highlights that 63% of Dutch respondents plan to boost their financial investments in women’s sports over the next three to five years, compared to 53% of executives on the global stage.

Consumer engagement is already high, with only 18% of fans in the Netherlands saying they never consume content related to women’s sports. Nevertheless, translating this strong viewer engagement into direct monetization remains an ongoing challenge for clubs and event organizers.

Tech innovations outpace global trends

Beyond the field, the technological infrastructure supporting sports is proving to be a highly lucrative area for institutional investors. Sport tech stands out as a booming segment in the Netherlands, outperforming the global average by six percentage points.

Sports tech refers to the technology, software, or digital innovation that improves athletic performance, enhances the fan experience, or otherwise optimizes sports business operations. That includes, for example, wearable rings or bracelets that monitor athlete recovery, data analytics platforms that track on-field player metrics during games or matches, and automated camera systems used in live broadcasting.

M&A activity in the Dutch sports sector increased from single digits in 2017 to reaching the mid 20s in 2021 and again in 2025. This momentum has largely been driven by the sports tech and sporting goods categories, which together underpin overall market growth.

This growth has also been notably supported by well-integrated domestic innovation clusters and dedicated investment vehicles, such as the Dutch Sport Tech Fund, which help local startups scale internationally. The Dutch tech sector in general is a shining star in Europe’s tech ecosystem, relative to its small size. It is usually ranking fourth or fifth overall, but vastly outperforms the European average on a per capita basis.

On the other hand, other sectors like eSports and fantasy sports generate much weaker investor interest locally due to a smaller market size and tightening regulatory boundaries when compared with the more laissez-faire attitudes of regulators in other countries like the U.S. For example, the Netherlands recently instate a total ban on gambling sponsorships in sports, one of the many restrictions and taxes that impact sports.

A growing but tough nut to crack

Ultimately, the PwC report shows that the future of the Dutch sports market relies on delivering authentic, easily accessible live entertainment that respects traditional fan bases while embracing practical digital innovations. It is clear that the future for players in the sector is understanding the realities as they currently exist and remaining flexible going forward.

“The Dutch market, in particular, is a tough nut to crack. Our regulations are strict, and there’s often a skepticism of foreign capital,” said Xander Czaikowski, CEO of the Estrella Football Group, in another interview.

“Looking ahead, the Dutch sports sector could unlock enormous potential by evolving governance, streamlining regulations, and embracing a more open mindset toward foreign investment. The choice is no longer whether Dutch clubs want foreign capital, but whether they want to shape it or be shaped by markets elsewhere.”