Sports

We help clients deliver the best experience for guests and teams, activate communities, and create a return on investment by designing sports and entertainment venues with enhanced technology, service, and amenities.
Teams are now influencing the experience of where and how fans live, play, and eat. This is comprehensive human experience design, not just sports architecture.
—Ryan Sickman, Sports leader
INSIGHTS

Teams are city developers with fans as citizens.

Sports-anchored districts are fully immersive micro-cities as sports brands have become urban placemakers where lifestyle, brand, commerce, and identity converge around a shared allegiance.

 

The athlete-as-client era begins.

Athletes are more than competitors — they’re brand creators, studio executives, cultural influencers, owners of teams in other sports, and active collaborators in shaping physical spaces. This new wave of athlete-entrepreneurs seek designers who grasp brand identity, community-building, commerce, and diverse revenue ecosystems.

 

Women’s sports inspire a new set of experiences.

The growth of women’s sports creates new ecosystems with a deeper focus on player storylines, new sponsor categories, and fan demographics. New, world-class training facilities for women’s sports are built differently, doubling down on design for the human experience and player-first priorities.

 

Colleges compete in the sports business, not just the scoreboard.

Colleges are powerhouse brands with professional paid athletes and pro-grade stadiums, performance centers, and media reach. University athletics is a strategic business unit, not just a campus tradition.

Mexico City Day Zero project rendering
Design Forecast identifies the trends and design strategies that are shaping the future of the human experience and the built environment. We provide strategic advice, research, and projects from all 33 of Gensler’s practices to help clients prepare for transformational times.
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SPORTS LEADERSHIP
NEWS