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Company > Wanda Sports Group: Business Model, SWOT Analysis, and Competitors 2024

Wanda Sports Group: Business Model, SWOT Analysis, and Competitors 2024

Published: Jan 10, 2024

Inside This Article


    In the rapidly evolving world of sports, the Wanda Sports Group has emerged as a powerhouse, navigating through the complexities of global sports management and marketing with remarkable agility. This blog post delves into the intricate business model that has propelled Wanda Sports to the forefront of the industry, offering a comprehensive SWOT analysis to understand its strengths, weaknesses, opportunities, and threats as it stands in 2024. Furthermore, we take a closer look at its competitors, shedding light on the competitive landscape and how Wanda Sports Group maintains its edge in a fiercely contested market. Join us as we explore the strategies and dynamics that define the success of Wanda Sports Group in the contemporary sports world.

    What You Will Learn

    • The ownership structure of Wanda Sports Group, its mission statement, and the strategies it employs to generate revenue, providing you with a comprehensive understanding of its operational framework.
    • An in-depth exploration of the Wanda Sports Group Business Model Canvas, dissecting the key components that contribute to its success in the sports industry.
    • Insight into Wanda Sports Group's competitive landscape, including a detailed SWOT analysis and a comparison with its main rivals, equipping you with a nuanced perspective of its market position.

    Who owns Wanda Sports Group?

    Wanda Sports Group, a global sports events, media, and marketing platform, has stirred significant interest regarding its ownership structure. This curiosity stems from its expansive involvement in various high-profile sports events and affiliations across the globe. Understanding who owns Wanda Sports Group can provide insights into its operational dynamics, strategic directions, and potential influence in the global sports industry.

    The Ownership Structure

    Wanda Sports Group was initially a part of the Chinese conglomerate Dalian Wanda Group, which was founded by Chinese billionaire Wang Jianlin. The Dalian Wanda Group ventured into sports in a big way, intending to capitalize on the growing global sports market. Their investment in sports included acquisitions and partnerships in football, cycling, triathlon events, and more, marking a significant footprint in the sports domain.

    Public Offering and Share Distribution

    In July 2019, Wanda Sports Group went public, listing on the NASDAQ under the ticker symbol WSG. This Initial Public Offering (IPO) marked a pivotal moment, changing its ownership dynamics. While the Dalian Wanda Group retained a significant stake, shares were distributed among various institutional and retail investors worldwide. This move diversified the ownership, although Dalian Wanda Group remained a major shareholder.

    Current Major Shareholders

    As of the last available information, Dalian Wanda Group continues to hold a considerable portion of Wanda Sports Group, making it the largest single shareholder. However, the public nature of the company means that institutional investors, including mutual funds, pension funds, and other entities, also own significant shares. These institutions often fluctuate in their holdings based on market performance and investment strategies, contributing to the dynamic ownership structure of Wanda Sports Group.

    Transparency and Governance

    With its public status, Wanda Sports Group is subject to stringent regulatory requirements, including transparency about its ownership and governance. Regular filings with the Securities and Exchange Commission (SEC) provide up-to-date information on major shareholders and any changes in ownership. This transparency ensures that stakeholders, including fans, athletes, and investors, have access to information about who controls the company.


    The ownership of Wanda Sports Group is a mix of its founding company, Dalian Wanda Group, and the diverse array of public investors who bought into the company during and after its IPO. This blend of ownership reflects a trend seen in many sectors: a move towards diversification and public investment. As Wanda Sports Group continues to navigate the global sports landscape, the composition of its ownership will play a crucial role in shaping its strategies and operations moving forward.

    What is the mission statement of Wanda Sports Group?

    The Wanda Sports Group, a global sports events, media, and marketing platform, has crafted a mission statement that encapsulates its goals, values, and aspirations in the sports industry. Understanding the mission statement of such a prominent entity helps to appreciate the depth of its commitment to transforming and enhancing the sports experience worldwide.

    The Mission Statement

    At its core, the Wanda Sports Group's mission statement is centered around "Inspiring People to Live a More Active Lifestyle through the Power and Emotion of Sports." This succinct yet profound statement reveals much about the company's direction and its overarching objectives.

    Breaking Down the Mission Statement

    The mission statement can be dissected into several key components, each highlighting a different aspect of the company's focus:

    • Inspiring People: This phrase indicates the company's desire to motivate and encourage individuals across the globe. It's not just about promoting sports but fostering a sense of inspiration that drives people to engage more deeply with physical activities and sports.

    • Live a More Active Lifestyle: Wanda Sports Group aims to influence the daily habits of individuals, advocating for a lifestyle that prioritizes health, well-being, and physical activity. This goes beyond mere participation in sports events; it's about integrating activity into the fabric of daily life.

    • Through the Power and Emotion of Sports: The company recognizes the unique ability of sports to connect with individuals on an emotional level. It's the thrill of competition, the joy of victory, and even the lessons learned in defeat that make sports such a potent tool for inspiring change and promoting a more active lifestyle.

    The Impact of the Mission

    Wanda Sports Group's mission statement is not just a guiding principle for the company; it's a reflection of its commitment to making a tangible difference in the world. By leveraging its resources, partnerships, and global platform, the company seeks to enact real change, encouraging people from all walks of life to embrace the spirit of sport. Whether it's through organizing world-class sporting events, partnering with local communities, or driving innovative media campaigns, the essence of the mission statement is evident in every aspect of Wanda Sports Group's operations.

    In essence, the mission statement of Wanda Sports Group serves as a beacon, guiding the company's strategies, initiatives, and partnerships. It reflects a deep understanding of the power of sports to inspire, unite, and ultimately, to foster a more active and engaged global community.

    How does Wanda Sports Group make money?

    Wanda Sports Group, a global sports events, media, and marketing platform, has devised a multifaceted approach to generate revenue. This conglomerate operates across a broad spectrum of sports, including football, basketball, cycling, marathon running, and triathlon events, leveraging its extensive portfolio to maximize earnings. Below, we delve into the primary revenue streams that fuel Wanda Sports Group's financial engine.

    Event Management and Promotion

    At the heart of Wanda Sports Group's revenue generation lies its event management and promotion segment. The company excels in organizing high-profile sports competitions worldwide, ranging from local marathons to international triathlon events like the Ironman series. Through registration fees, the sale of broadcasting rights to television networks and digital platforms, and sponsorship deals, Wanda Sports Group capitalizes on its event management prowess. These events not only attract thousands of participants but also draw in a significant number of spectators, both in-person and through various media channels, thereby creating multiple income avenues.

    Sports Media Rights

    Another significant revenue stream for Wanda Sports Group emanates from the acquisition and sale of media rights. The company negotiates deals with sports leagues and event organizers to secure broadcasting rights, which it then sells to television networks, streaming services, and other media outlets. These agreements often span multiple years and can generate substantial income, depending on the popularity of the sport and the reach of the event. The proliferation of digital media platforms has also opened new revenue opportunities in this area, as live sports content continues to be in high demand among online audiences.

    Sponsorship and Advertising

    Sponsorship and advertising form a crucial pillar of Wanda Sports Group's monetization strategy. By leveraging its extensive portfolio of sports events, the company attracts a wide range of sponsors from various industries, including sports apparel, consumer electronics, automotive, and financial services. These partnerships entail sponsors' logos appearing on event signage, athletes' bibs, and official merchandise, as well as promotional activities during the events. Additionally, Wanda Sports Group offers tailored advertising packages to brands, including digital advertising on its platforms, thus creating a robust income stream from marketing collaborations.

    Merchandising and Licensing

    Merchandising and licensing provide another avenue for revenue. Wanda Sports Group capitalizes on the popularity of its events and the athletes who participate in them by selling branded merchandise such as apparel, accessories, and memorabilia. These items are available for purchase at event venues and through the company's online stores. Furthermore, the company licenses its brand names and trademarks to third-party manufacturers and retailers, receiving royalties in return. This not only extends the company's market reach but also strengthens its brand presence globally.

    Digital Platforms and Services

    Lastly, Wanda Sports Group is increasingly tapping into the digital realm to boost its revenue. This includes offering online training programs, virtual races, and exclusive content through subscription services. As the digital transformation of the sports industry accelerates, the company is positioning itself to benefit from the growing trend of online sports consumption. By developing engaging digital experiences, Wanda Sports Group aims to attract a broader audience, thereby opening up new revenue streams from digital subscriptions, online event registrations, and targeted advertising.

    In summary, Wanda Sports Group's revenue generation strategy is diverse and well-integrated, spanning event management, media rights, sponsorships, merchandising, and digital services. This multifaceted approach allows the company to maximize its earnings while promoting the global development of sports.

    Wanda Sports Group Business Model Canvas Explained

    Wanda Sports Group, a global sports events, media, and marketing platform, operates within a multifaceted and dynamic environment. Understanding its business model can offer insights into how it manages to thrive in the competitive world of sports. The Business Model Canvas, a strategic management template, is an excellent tool to dissect and understand Wanda Sports Group's approach to delivering value. Below, we explore the key components of its business model canvas.

    Key Partners

    Wanda Sports Group's key partners include sports federations, local governments, sponsors, broadcasters, and athletes. These partnerships are crucial for organizing events, securing event locations, funding, media coverage, and ensuring high-caliber participation.

    Key Activities

    The core activities of Wanda Sports Group revolve around organizing and promoting sports events, securing broadcasting rights, and marketing these events. These activities are essential for attracting participants, sponsors, and viewers, thereby generating revenue.

    Key Resources

    Wanda Sports Group's key resources include its brand reputation, partnerships, marketing expertise, and technology infrastructure. The company's ability to leverage these resources effectively enables it to organize successful sports events and engage with a global audience.

    Value Propositions

    Wanda Sports Group offers a unique value proposition to each of its customer segments. For athletes, it provides world-class platforms to compete and showcase their talents. For sponsors and advertisers, it offers access to a wide and engaged audience. For sports fans, it delivers high-quality and accessible sports entertainment.

    Customer Relationships

    Wanda Sports Group maintains its customer relationships through continuous engagement via social media, personalized marketing, and offering exclusive content and experiences. These efforts help to build a loyal fan base and maintain strong relationships with athletes and sponsors.

    Customer Segments

    The primary customer segments of Wanda Sports Group include athletes, sports fans, sponsors, advertisers, and broadcasters. Each segment has distinct needs and preferences, which Wanda Sports Group addresses through its diversified offerings.


    Wanda Sports Group uses a variety of channels to reach its customers and deliver value. These include its event platforms, social media, official websites, broadcast media, and direct marketing. The combination of these channels enables effective communication and engagement with its diverse customer base.

    Cost Structure

    The cost structure of Wanda Sports Group is dominated by event organization and promotion, partnership and sponsorship management, content production, and technology maintenance. Controlling these costs while maintaining quality is vital for its profitability.

    Revenue Streams

    Wanda Sports Group's revenue streams include event ticket sales, sponsorship deals, broadcasting rights sales, and marketing and advertising services. These diversified revenue streams help to maximize its income and sustain its business model.

    By analyzing Wanda Sports Group through the Business Model Canvas, we can appreciate the complexity and effectiveness of its approach to leveraging the global sports industry. The company's ability to align its resources, activities, and partnerships towards delivering value to its diverse customer segments is key to its ongoing success.

    Which companies are the competitors of Wanda Sports Group?

    Wanda Sports Group, a global sports events, media, and marketing platform, operates in a competitive landscape that is as diverse as it is dynamic. The company, through its various subsidiaries and business units, competes with a range of entities from global sports management and marketing firms to sports event organizers and media companies. Here, we delve into some of the key competitors that vie with Wanda Sports Group across different sectors of the sports industry.

    Infront Sports & Media

    One of the direct competitors of Wanda Sports Group is Infront Sports & Media. Based in Switzerland, Infront is a leading sports marketing company that boasts a comprehensive portfolio of significant sports rights across winter sports, football, cycling, and more. Similar to Wanda Sports Group, Infront excels in providing innovative and reliable sports marketing solutions. The company has a strong foothold in Europe and has been expanding its operations globally, which puts it in direct competition with Wanda Sports Group, especially in the European and Asian markets.


    IMG is another giant in the world of sports, events, and media. Owned by Endeavor, IMG operates globally, offering services in sports management and marketing, event management, and media rights distribution among others. Its extensive portfolio includes fashion events, sports events (golf, tennis, football, and more), and exclusive media rights to various sports leagues and events. With a footprint in more than 30 countries, IMG's global reach and diverse service offerings position it as a formidable competitor to Wanda Sports Group.

    Dentsu Sports International

    Dentsu Sports International, a subsidiary of the Japanese advertising and public relations giant Dentsu Inc., specializes in sports marketing and management. The company focuses on sports promotions, sponsorship management, and media rights. Dentsu has been particularly influential in the Asia-Pacific region, leveraging its strong relationships with sports federations and broadcasters. Its role in marketing and managing broadcasting rights for major international competitions, including the Olympic Games, places it in direct competition with Wanda Sports Group, especially in the Asian market.

    Lagardère Sports and Entertainment

    Lagardère Sports and Entertainment, part of the Lagardère Group, is a company that offers a wide range of services in sports and entertainment, including marketing rights management, event production, and talent representation. With a strong presence in Europe and Asia, Lagardère competes with Wanda Sports Group in several key areas, particularly in sports marketing and event management. The company's extensive experience and network within the sports industry make it a notable competitor.

    CSM Sport & Entertainment

    A subsidiary of the Chime Communications Limited, CSM Sport & Entertainment is a global leader in sports and entertainment marketing. Offering services in strategic consulting, rights sales, live experiences, and brand development, CSM operates across multiple sports and entertainment sectors. Its innovative approach to creating and delivering memorable experiences directly competes with Wanda Sports Group's event management and marketing services.

    Each of these companies brings a unique set of strengths and specializations to the table, contributing to a vibrant and competitive environment in the global sports industry. As Wanda Sports Group continues to expand its operations and diversify its offerings, understanding the competitive landscape becomes crucial to navigating the challenges and opportunities that lie ahead.

    Wanda Sports Group SWOT Analysis

    Wanda Sports Group, a global sports events, media, and marketing platform, has been an influential player in the sports industry. In this section, we delve into a detailed SWOT analysis to understand its strengths, weaknesses, opportunities, and threats within the competitive landscape.


    1. Global Presence: Wanda Sports Group boasts a strong global network, with operations and events spanning various continents. This widespread presence not only enhances its brand visibility but also provides diversified revenue streams.
    2. Diverse Portfolio: The company's involvement in a wide range of sports, including football, basketball, cycling, and marathons, reduces dependency on a single market or sport, mitigating risks.
    3. Strong Parentage: Being part of the larger Wanda Group provides Wanda Sports with a robust financial backing and access to a broader business network, facilitating expansion and strategic partnerships.


    1. High Dependency on Broadcasting Rights: A substantial portion of Wanda Sports Group's revenue comes from broadcasting rights. This dependency makes it vulnerable to fluctuations in the media landscape and negotiation challenges with broadcasters.
    2. Regulatory Risks: Operating across multiple jurisdictions exposes the company to diverse regulatory environments. Changes in regulations, especially regarding sports broadcasting and event hosting, could pose significant challenges.


    1. Emerging Markets: Expanding into emerging markets, where sports are gaining popularity, presents a significant growth opportunity. Countries like India and China are burgeoning markets with a growing middle class ready to engage with sports content and events.
    2. Digital Transformation: The shift towards digital and over-the-top (OTT) broadcasting offers Wanda Sports Group the chance to innovate in how sports content is delivered and monetized, reaching a broader audience.
    3. E-Sports: Entering the rapidly growing e-sports sector could diversify revenue streams further and attract younger demographics, leveraging the company's expertise in sports management and marketing.


    1. Competition: The sports industry is highly competitive, with many players vying for broadcasting rights, sponsorship deals, and audience attention. Emerging platforms and traditional competitors alike pose significant threats.
    2. Economic Fluctuations: Global economic downturns can impact both sponsorship deals and audience spending capacity, affecting revenues from ticket sales and merchandise.
    3. Pandemic and Other Unforeseen Events: As seen during the COVID-19 pandemic, global health crises and other unforeseen events can lead to the cancellation or postponement of events, severely impacting operations and financial health.

    This SWOT analysis of Wanda Sports Group reveals a robust company with a strong global presence and diverse portfolio. However, it also highlights areas of vulnerability and potential threats that need strategic attention. Navigating these dynamics carefully will be critical for Wanda Sports Group's continued success and growth in the competitive sports industry landscape.

    Key Takeaways:

    • Ownership of Wanda Sports Group: Wanda Sports Group is a subsidiary of the Chinese conglomerate Dalian Wanda Group, which indicates its significant backing and resources. This ownership connects it to a vast network of businesses across various sectors, enhancing its capabilities and market reach.

    • Mission Statement: The mission of Wanda Sports Group is centered around enhancing the global sports landscape by promoting healthy living and increasing accessibility to sports worldwide. This reflects their commitment to not only being a profit-making entity but also to making a positive impact on society through sports.

    • Revenue Generation: Wanda Sports Group generates its revenue through a diversified model that includes event management, media rights distribution, sponsorship and marketing services, and the operation of sports properties. This multifaceted approach allows them to tap into various revenue streams within the sports industry.

    • Business Model Canvas: The Wanda Sports Group Business Model Canvas reveals a strategic approach to leveraging global sports events and partnerships. It emphasizes their strengths in operations, global reach, and integrated services that span event promotion, media rights, digital platforms, and athlete representation, showcasing a comprehensive model focused on growth and sustainability in the sports industry.

    • Competition and SWOT Analysis: Wanda Sports Group faces competition from major global sports management and marketing companies, including IMG, Infront Sports & Media, and Lagardère Sports. The SWOT Analysis highlights the group's strengths, such as its extensive network and resources, opportunities in emerging markets, weaknesses like dependency on certain markets or events, and threats from economic downturns and intense competition. Understanding these dynamics is crucial for navigating the competitive landscape and capitalizing on growth opportunities.


    In conclusion, Wanda Sports Group, a subsidiary of the Chinese conglomerate Wanda Group, has firmly established itself as a formidable player in the global sports industry. Its mission to create a healthier, happier, and more enriching lifestyle for people around the world through sports resonates deeply within its diverse portfolio of events, media platforms, and development programs.

    Wanda Sports Group generates revenue through a multifaceted business model that includes event management, media rights distribution, sponsorship and marketing, and athlete representation. This model is finely detailed within their Business Model Canvas, which showcases the intricate ways in which the company creates, delivers, and captures value in the sports industry.

    Despite facing stiff competition from global entities such as IMG, Infront Sports & Media, and the Lagardère Sports and Entertainment, Wanda Sports Group has managed to carve out a significant market share. This is thanks in part to its strategic acquisitions, extensive portfolio, and the leveraging of synergies within the Wanda Group ecosystem.

    The SWOT analysis of Wanda Sports Group highlights several strengths, such as its diverse portfolio and strong parent company support. However, it also faces challenges like market competition and geopolitical tensions that could affect international operations. Opportunities for growth exist in the digital transformation of sports and expansion into emerging markets, while threats could arise from economic downturns and changes in consumer behavior.

    As we look to the future, Wanda Sports Group appears poised to continue its trajectory of growth and innovation. By staying true to its mission and adapting to the ever-evolving landscape of the sports industry, Wanda Sports Group is well-positioned to maintain its status as a leader in bringing sports to life for fans around the globe.


    What is a SWOT analysis for a sports organization?

    A SWOT analysis for a sports organization involves assessing its strengths, weaknesses, opportunities, and threats in order to develop strategies for success.


    • Strong brand recognition and loyal fan base
    • Talented athletes and coaches
    • State-of-the-art facilities and equipment
    • Strong financial backing and sponsorship deals
    • Successful track record of winning championships


    • Lack of diversity in revenue streams
    • Inconsistent performance on the field
    • Aging infrastructure and facilities
    • Limited marketing and promotional efforts
    • High turnover rate among coaching staff


    • Expansion into new markets or demographics
    • Partnerships with local businesses and organizations
    • Investing in youth development programs
    • Hosting major sporting events or tournaments
    • Leveraging social media and digital marketing to reach a wider audience


    • Intense competition from other sports organizations
    • Economic downturns affecting sponsorship deals and ticket sales
    • Changing consumer preferences and trends
    • Player injuries and suspensions impacting performance
    • Negative publicity or scandals affecting reputation and brand image

    By conducting a SWOT analysis, a sports organization can identify areas for improvement, capitalize on its strengths, address weaknesses, and mitigate threats in order to achieve long-term success and sustainability.

    What are the 5 elements of SWOT analysis?

    1. Strengths: Internal factors that give a company an advantage over competitors.
    2. Weaknesses: Internal factors that may hinder a company's performance or competitive position.
    3. Opportunities: External factors that could potentially benefit a company or create new opportunities for growth.
    4. Threats: External factors that could negatively impact a company's performance or pose risks to its success.
    5. Trends: External factors that could impact the industry or market in the future.

    What are 3 examples of opportunities in SWOT analysis?

    1. Market expansion: An opportunity for a company to enter new markets or expand its current market reach. This could involve launching new products or services, targeting different customer segments, or entering new geographical locations.

    2. Technological advancements: Opportunities for a company to leverage new technologies to improve its operations, products, or services. This could involve adopting automation, artificial intelligence, or blockchain technology to streamline processes, enhance customer experiences, or gain a competitive edge.

    3. Strategic partnerships: Opportunities for a company to collaborate with other businesses, organizations, or influencers to achieve mutual goals. This could involve forming alliances, joint ventures, or co-marketing initiatives to expand reach, share resources, or access new markets.

    What are the threats in a SWOT analysis?

    Threats in a SWOT analysis refer to external factors that could potentially harm or negatively impact a business or organization. These threats could include:

    1. Competition from other businesses
    2. Economic downturns or recessions
    3. Changes in consumer preferences or behavior
    4. Technological advancements that could make current products or services obsolete
    5. Legal or regulatory changes that could affect the business operations
    6. Natural disasters or environmental factors
    7. Supply chain disruptions
    8. Political instability or conflicts
    9. Negative publicity or reputation issues
    10. Rising costs of raw materials or labor.

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