2025 and beyond: the role of diversity and marketing in the mass participation sports comeback
If you’re in the world of mass participation sports, you can feel it: the energy is back, and it’s bigger than ever.
After a few tough years, we’re not just seeing a recovery, we’re witnessing a real resurgence. People are travelling further, spending more, and signing up for events earlier than at any point since before the pandemic. The numbers back it up: the market is set to grow from £225.9 billion in 2024 to £239.4 billion in 2025, with a healthy 6% annual growth rate.
What’s fuelling this momentum? Let’s dig into the trends and opportunities that are shaping the future and what they mean for all of us who care about making sport more accessible, welcoming, and rewarding.
Why I’m excited: key trends to watch
Women leading the charge
One of the most inspiring shifts this year is the surge in female participation. Not only are women returning to events in greater numbers, but the rate of increase is outpacing men. This isn’t just a blip, it’s a sustained trend, with women expressing even more enthusiasm to get involved in 2025. Major events like the Women’s Rugby World Cup in England and the Women’s Cricket World Cup in India are shining a spotlight on female athletes, and that visibility is sparking wider interest and engagement.
A broader, more diverse event landscape
While running still holds the crown as the most popular discipline, we’re seeing real growth in areas like trail running, cycling, triathlon, open-water swimming, obstacle races, and even virtual challenges. This variety is bringing in new faces; especially younger participants and those who might not have seen themselves as “sporty” before. The result? A more inclusive, vibrant community where everyone can find their place.
Smarter marketing and communication driving inclusion
Organisers and brands are getting much better at reaching out to underrepresented groups. Initiatives like SheRaces are setting new standards by actively welcoming women and minorities, breaking down barriers, and making sure everyone feels seen and supported. It’s not just about words, it’s about action, from using diverse imagery in marketing to being crystal clear about event policies and support for inclusivity.
Best practices: making events truly welcoming
If we want this momentum to last, and I believe we can, here’s what the best organisers are doing:
Showcasing diversity in marketing: Featuring athletes of different genders, backgrounds, ages, and abilities sends a powerful message that everyone belongs.
Communicating inclusivity clearly: Outlining practical support like providing sanitary products, breastfeeding areas, and safe spaces—removes uncertainty and builds trust.
Creating supportive environments: Offering guidance for first-timers, fostering social connections, and addressing confidence barriers helps new participants feel welcome from day one.
Engaging communities in new ways: Brands are getting creative, offering personalised content and alternate event streams to connect with a wider audience and build loyalty.
Real-world examples making a difference
SheRaces: Working directly with organisers to improve the experience for women, from practical changes to more inclusive messaging.
Threshold Sports: Breaking down barriers for women and minorities in endurance events, showing what’s possible when you put inclusion first.
Major brands and sponsors: Companies like Visa and Coca-Cola are leveraging women’s sports sponsorships to reach new audiences and amplify diversity in sport.
Looking ahead: an industry on the rise
This is a genuinely exciting time to be part of the mass participation sports world. The surge in female and minority participation, the explosion of new event formats, and the shift towards more inclusive marketing and event design are all signs of a sector that’s not just bouncing back, but evolving for the better.
As we move through 2025, the challenge, and the opportunity, is to keep this momentum going. By continuing to prioritise inclusivity, participant experience, and community connection, we’re not just growing the market; we’re strengthening the fabric of our sporting communities for the long term.
So, what’s your next move? How might you or your organisation take these insights and turn them into action? I’d love to hear your thoughts and stories - because together, we’re shaping the future of sport.
References:
https://wearemassive.co.uk/the-mass-participation-pulse-2025/
https://www.thebusinessresearchcompany.com/report/participatory-sports-global-market-report
https://www.sponsorship-awards.co.uk/sports-sponsorship-2025-10-trends-watch
https://www.race-nation.com/blog/data-insights-the-industry-is-picking-up-pace/
