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.”

On the day of signing an MoU with the hosts of the Istanbul 2027 European Games, Spyros Capralos, President of the European Olympic Committees (EOC) highlighted AI as a “useful tool” for delivery of the mega event in Europe’s largest city.

He also highlighted the economic success of the previous edition of the Games, with talks with prospective hosts for 2031 set to begin soon.

“We know that artificial intelligence is an area which brings exciting opportunities and, in line with the Olympic artificial intelligence agenda, we'll explore how it can help us to optimise plans for the 2027 European Games,” said Capralos.

“AI is something that's new in our world and I think that there are many developments in sport, but also developments in other in other areas,” he told Host City during a press conference.

“Every Games has its challenges, and AI could be an extremely useful tool to help ensure efficient logistical planning in areas such as accommodation, transportation.”

The innovations that AI can bring to sport will be high on the agenda of the EOC General Assembly in Bucharest in June, he said.

“I think that going forward in the next three years, there are going to be lots of developments and we'll be on top of that.”

Bids for 2031 European Olympic Games

Following the General Assembly, the EOC will enter into discussions with prospective hosts for the 2031 European Olympic Games.

“We've had some cities that have expressed an interest” said Caparalos, referring to parties who were “not ready” to bid for 2027 but are now looking at 2031 instead.

“I think it's what is a very positive on this front is that, before we're looking for a host, we have concluded and agreed with our Turkish friends more than three years before the Games.

“So I think this is very good and it shows the success of the Games”

He cited a Deloitte report evaluating the previous Games in Kraków-Małopolska in 2023, which demonstrated that the benefits far outweighed the costs that associated with the Games.

“In today's world every government and every municipality is afraid of what the taxpayers will say, and from the report of Deloitte, we realised that the positive financial aspect of the Games was such that by sharing this with other cities, that will increase the interest.”

Caparalos also confirmed that Istanbul was building no new permanent venues for 2027 Games, “in line with IOC Agenda 20+5”, and focusing on upgrading existing venues.

“An event of this size relies on people having the expertise to ensure a successful event. Istanbul has proven itself in this respect throughout its hosting of several events; it has the people with the skills, the experience and the passion to host fantastic events.

“The EOC looks forward to working together to deliver a memorable Games, and a Games with innovation at the forefront.”

Capralos’ comments were made in a press conference in Rome marking the occasion of the European Olympic Committees, the Turkish Olympic Committee and the Istanbul Metropolitan Municipality signing a Memorandum of Understanding for the 2027 European Games.

The Games are likely to take place in the last 10 days of June in 2027, he said, with qualifying opportunities to the Olympic Games Los Angeles 2028 available in a number of sports.