The sports industry is entering a period of sustained growth, fuelled by rising demand for major events and live experiences, Kelly said in a wide-ranging interview with Financial Times journalist Josh Noble.

“I think we’re in a golden age for sport,” Kelly said. “Sport will fuel the experience economy to even greater heights. Live is a premium product: an intangible, beautiful element that excites people in a way nothing else does.”

Demand for tickets is expected to continue rising, particularly for global mega-events. “The Super Bowl and the FIFA World Cup this year will be huge catalysts for further growth,” he said. “There are few predictable things in today’s world, but we know there will be a packed stadium and a live audience of billions watching the FIFA World Cup final on July 19.”

He also pointed to increasing demand and attendance across TKO and IMG events.

Kelly highlighted the unique community power of live sport, citing a fan video from the 2022 World Cup final showing scenes across Buenos Aires as Argentina won. “You don’t just hear a few fans; you hear the entire city cheering. Only sport and a live experience can deliver that. It’s a cultural phenomenon you can’t replicate elsewhere.”

Hospitality, venues and live experiences are also becoming increasingly important drivers of economic growth for host cities. “There are more major stadium and arena developments, and governments and host cities recognise the importance not just for ‘soft power’, but for tourism and infrastructure, so investment in this space is increasing.”

The interview also explored the rising value of sports rights in an increasingly fragmented media landscape. “Sport uniquely plays in both the attention economy and the experience economy at the same time,” he said. “It drives additional value through scarcity, but the underlying factors are deeper: it taps into community and passion, and it requires an extra commitment from audiences to make a positive decision to engage.”

As AI-generated material floods the media landscape, authentic human-led content will become even more sought-after, he said. “If there’s a ‘human premium’, if community and loyalty are reinforced because sport cuts through a saturation of AI-generated material, then sport becomes even more valuable.”

Kelly pointed to a future combining live attendance and digital engagement. “It’s the hybrid model: live attendance and digital engagement packaged together, driving long-term growth and value. IMG and TKO sit at the centre of a lot of this through our events, operations, hospitality and global media distribution.

“Getting people together at concerts and sporting events is something special. It’s worth continuing to invest time and energy in.”