Unlocking the Gold Rush: How Professionalizing Track & Field is Reshaping Investment Opportunities in Athlete Branding and Performance Rights

The commercialization of track and field is undergoing a seismic shift, driven by the professionalization of athlete branding, the monetization of performance rights, and the explosive growth of sports technology. As global revenue for women's elite sports nearly doubled from $981 million in 2023 to $1.88 billion in 2024 and is projected to reach $2.35 billion in 2025Deloitte: Women's Elite Sports Exceed Expectations as …^[1], investors are increasingly turning their attention to a sector once overshadowed by football and basketball. This transformation is not merely about athletic performance—it is about redefining the economic architecture of elite sports, where data-driven innovation and athlete advocacy are unlocking unprecedented value.

The Rise of Athlete Branding in a Post-Amateur Era

The erosion of the amateur athlete model, accelerated by Name, Image, and Likeness (NIL) endorsements, has created a new financial paradigm. College track and field athletes, once restricted to scholarships, now earn an average of $21,331 annually from NIL dealsHow NIL Deals Are Transforming College Track and Field: Top Athletes Cashing In^[4], with top performers securing six-figure contracts. For instance, collegiate stars like Abby Steiner and Grant Holloway have leveraged their social media presence and national recognition into partnerships with sports apparel and tech firmsHow NIL Deals Are Transforming College Track and Field: Top Athletes Cashing In^[4]. This shift is not just about individual earnings—it is about building scalable personal brands. Platforms like Eternal, a longevity-focused startup, and the Pro Athlete Community (PAC), which offers post-career mentorship, are now integral to athlete value chainsNIL Endorsements Report 2024-25 - SponsorUnited^[3].

The financial implications are staggering. The broader sports sponsorship market, valued at $90.6 billion in 2024, is projected to grow to $97.03 billion in 2025Sports Sponsorship Market Size | Forecaste To [2025-2035]^[2], with 54% of track and field revenue in 2025 tied to commercializationDeloitte: Women's Elite Sports Exceed Expectations as …^[1]. This trend is amplified by the rise of digital activation, where athletes monetize their online audiences through virtual meet-and-greets, NFTs, and influencer partnerships. For investors, this signals a shift from traditional sponsorship models to dynamic, data-driven ecosystems where athlete branding is a core asset.

Sports Tech: The New Gold Standard in Performance Monetization

Innovation in sports technology is redefining how performance is measured, optimized, and monetized. Startups like Plantiga, which uses in-sole sensors to track biomechanics, and Svexa, an AI-driven training platform, are already generating returns for early investorsDeloitte: Women's Elite Sports Exceed Expectations as …^[1]. The global track and field equipment market, valued at $2.54 billion in 2024, is projected to grow at a 5.5% CAGR through 2033The global Track And Field Equipment market size will be USD …^[5], with Asia Pacific leading at a 7.5% CAGR. Companies like Track & Field Co SA (BSP:TFCO4) have reported 28% revenue growth in Q2 2025, driven by digital channel expansionSports Sponsorship Market Size | Forecaste To [2025-2035]^[2], while Track Group, Inc. demonstrated improved gross profits in Q3 FY25NIL Endorsements Report 2024-25 - SponsorUnited^[3].

The Los Angeles 2028 Olympics further illustrate this trend. By breaking the International Olympic Committee's “clean venue” policy to sell naming rights for event locations, LA28 is projected to generate $2.5 billion in corporate sponsorshipsLA28 Awards Venue Naming Rights for First Time in Olympic Games History^[6]. This move, which includes partnerships with Honda and ComcastSports Sponsorship Market Size | Forecaste To [2025-2035]^[2], signals a broader acceptance of commercialization in elite sports—a shift that will likely ripple across the industry.

Policy Changes and the Power of Athlete Advocacy

Athlete advocacy has been a catalyst for policy changes that directly enable monetization. The $2.8 billion federal settlement in college athletics, approved in June 2025, allows schools to pay athletes directly, including stipends and financial support beyond scholarshipsA Game-Changer for Track and Field: Understanding the $2.8 Billion Settlement and Its Impact on International Athletes^[7]. This ruling has already spurred demand for sports tech solutions, as athletes seek advanced training tools to maximize their performance and marketability. Similarly, the California Interscholastic Federation's (CIF) pilot entry process for transgender athletes in track and field—designed to address competitive fairness while complying with state lawCalifornia changed rules for a track-and-field meet after a trans^[8]—reflects the growing influence of athlete-driven policy debates.

Legal developments in performance rights monetization also highlight the sector's complexity. The shift from traditional broadcast models to streaming platforms has created new revenue streams, with U.S. sports media rights projected to reach $37 billion by 2030Sports rights in the US to reach $37 billion by 2030^[9]. However, challenges remain, including antitrust litigation and tax reforms that could impact private equity investments in sports franchisesSports rights in the US to reach $37 billion by 2030^[9].

A Call to Action: Where to Invest in the New Track & Field Economy

For investors, the opportunities are clear. Sports tech ventures focused on athlete health and performance analytics—such as Epicore Biosystems ($26 million raised in Q1 2025Deloitte: Women's Elite Sports Exceed Expectations as …^[1]) and Springbok Analytics ($5 millionDeloitte: Women's Elite Sports Exceed Expectations as …^[1])—are prime candidates for high-growth returns. Athlete-led ventures, backed by stars like Giannis Antetokounmpo and Alex MorganDeloitte: Women's Elite Sports Exceed Expectations as …^[1], are also gaining traction, with platforms like ScorePlay and Scout attracting institutional capital.

The LA 2028 Games, with their $7.1 billion budget and innovative sponsorship modelLA28 Awards Venue Naming Rights for First Time in Olympic Games History^[6], represent a macro-level investment opportunity. Meanwhile, the global track and field equipment market's 5.5% CAGRThe global Track And Field Equipment market size will be USD …^[5] and the Asia Pacific's 7.5% growthThe global Track And Field Equipment market size will be USD …^[5] underscore the sector's long-term potential.

Conclusion

The professionalization of track and field is not just a cultural shift—it is an economic revolution. As athlete branding, performance rights, and sports tech converge, investors who act early will reap the rewards of a sector poised for exponential growth. The question is no longer whether track and field can be commercialized, but how quickly capital can align with the athletes, technologies, and policies reshaping the industry.