Scenario study - sport

 

The future of sports in Germany 2030

Sport is a social, cross-sectional topic which goes far beyond just competitive and leisure sports. Topics such as health, media and entertainment as well as new business options were discussed in a scenario study where six possible futures were created for sports in Germany.

Since ancient times, the exercise of sport is a constant companion of the human race. Since antiquity, physical training was regarded as essential for body and soul. For example, in Rome, physical education is obligatory in schools and it was the task of politicians to create a general framework for the practice of sport. In the Middle Ages sports were mostly reserved and had strong military characteristics. Nowadays the focus is not only on physical fitness for athletes but also increasingly on the entertainment of society by professional sports. Athletes are popular figures for advertising campaigns and attract millions of people to go to events and to watch TV. From this chronology many facets can be derived that may have an influencing factor on todays sports. On the basis of these influencing factors six scenarios were developed which, depending on developments, depict different pictures for the future of sports:

Sports in Germany – overshooting the mark (Scenario 1)
In this scenario sport is generally very popular. However, with the side effect that not only in professional but also in hobby business the performance is increased by means of prohibited substances. Hence, the reputation in Germany as a sport state decreases abroad.
Sport state Germany sets the bar high (Scenario 2)
An enthusiastic nation of sports functions strongly with many different sports. Besides the active exercise of sports, the tracking of sporting events, live or on TV, is also of high importance.
Competitive sports stay in the ball (Scenario 3)
Whether regular football matches in the stadium or major sporting events: Germany is watching! Competitive sports are strongly encouraged and benefits from its good marketing opportunities.
Competitive sports swim against the current (Scenario 4)
In this fourth scenario sport means little to the population, due to a lack of time, with competitive sporting eventsfollowing suit. However, due to the high level of German competitive sports, it is possible to promote the sporting events abroad.
Knock-out for sports in Germany (Scenario 5)
The interest in sports has fallen sharply. The state and the society focus on other topics. Due to the poor conditions professional sports also fall behind and are losing medial attraction.
Sport on the substitutes‘ bench (Scenario 6)
In the sixth scenario the poor quality of sporting facilities and the lack of support lead to a decline in classical sports. New, virtual trend, sports dominate the environment and create new structures, with the effect that the competitive sport and the interest in classical sporting events decrease.

The detailed results of the German study are offered as a free download here.

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