Investors increasingly view sport as resistant to AI disruption, seeking assets that technology cannot replicate. Thrive Capital founder Peter Thiel established Thrive Eternal to back acquisitions like a controlling stake in the Los Angeles Lakers at a $12.5bn valuation. Apollo, with investments across baseball, football, and pickleball, claims sport is "structurally insulated from AI-driven substitution" because elite human performance remains irreplaceable.

Media companies have found sport among the few remaining properties that still command live audiences. However, skepticism persists about whether AI will deliver promised productivity gains or instead lead to uneven economic outcomes. If AI increases inequality or unemployment, sports could suffer from reduced consumer spending.

Transfer market data shows Chelsea leading summer spending with €245mn net, followed by Arsenal and Real Madrid. Newly promoted Premier League teams like Leeds United and Coventry have also made significant investments, with Leeds spending €159mn on players including midfielder Marc Roca.