Sport Stands to Gain Billions by Prioritizing ’Accessibility Intelligence‘
LONDON – A massive, largely untapped market opportunity exists within sport, with teh potential to unlock billions in revenue and deepen fan engagement, according to industry consultant Neil Callaghan. The call to action centers on a shift towards ‘accessibility intelligence’ - proactively leveraging data and technology to improve inclusion for the 1.3 billion peopel globally (roughly 15%) who identify as disabled.
Currently, the ‘purple pound’ – the spending power of disabled households – is valued at £446 billion annually in the UK alone (based on research from the University of Bristol and Money Advice Trust, as reported by Purple Tuesday). Globally, the World Health Organisation estimates this figure at $13 trillion. Yet, 24% of the UK population (+16 million) identify as disabled, a demographic frequently enough overlooked by brands and rights holders.
“Accessibility is not a trend or insight, it’s an always-on requirement,” states Callaghan, founder of 20-Fifteen SPORT, a sport sponsorship and partnership marketing consultancy. He argues that the same momentum driving sustainability initiatives should be applied to accessibility, citing dr. Susie Tomson’s observation in ‘TSIR 2025’: “Sport is at the crossroads of a game-changing opportunity. Fans are demanding action, businesses are seeking purpose-led partnerships, and organisations that fail to act, risk being left behind.”
Callaghan believes intentional commercial partnerships are key to increasing investment, fostering long-term support, and accelerating improvements in accessibility and disability inclusion. He emphasizes the need to move beyond philanthropic gestures and view accessibility as a driver of revenue, fan engagement, and competitive advantage.
With the rapid advancement of Artificial Intelligence (AI), Callaghan urges the industry not to overlook the potential of ’accessibility intelligence’ and ‘accessible inclusion’ as crucial components of future strategy.
Progress is being made, but Callaghan contends it must be faster and more comprehensive. he points to previous Sport Industry Group features highlighting the ongoing need for increased pace of change in disability inclusion within sport (2022, 2021), alongside calls for greater talent identification and support (2023) and a focus on inclusivity at major events (2024).
