The sports industry is an extremely lucrative business, and GlobalData expects sports industry revenues to reach nearly $600bn in 2025.
Brands sign high-ticket sponsorship deals with sporting organisations to access sports fans, who are a highly engaged audience. Fans are more likely to support sponsors and partners if they build a strong affiliation with their club, as this fosters a sense of loyalty. However, the lucrative nature of the sports industry makes it a prime cyberattack target.
Sports clubs’ and federations’ engagement with fans creates numerous entry points that hackers can exploit. Off-site engagement includes social media communications, sports federation or team mobile apps, and online ticket sales. On-site engagement includes point-of-sale systems, Wi-Fi networks, digital ticket scanners, and interactive experiences. Hackers can exploit these transactions and communications to steal personal and financial data.
Sports – An open goal for cyber-attackers
Sports clubs of all sizes are moving to issuing tickets electronically, limiting fans’ ability to resell or pass on tickets. E-ticket sale transactions involve inputting financial and personal data, which is typically sent via several online intermediaries, allowing several entry points for hackers.
If hackers can exploit one of these entry points using malware, they can steal this data, sometimes without fans or online sellers noticing. There is also the opportunity for phishing attacks using ticketing scams, targeting fans with a link to a fake website and encouraging them to purchase counterfeit tickets.
In August 2023, Lloyds Bank reported that victims of soccer ticket scams lost, on average, £154 ($192) during the 2022/23 English Premier League season. Additionally, the hacking of e-ticketing systems could present massive security concerns. For example, a malicious actor could access a major sports event using a stolen e-ticket and introduce a physical threat inside the venue.
Modern stadium network infrastructure is also vulnerable to cyberattacks that could spill over into physical threats. Sports venues often comprise disparate but highly interconnected systems from various third-party vendors with different security configurations.
Therefore, opportunities for cyberattacks are vast. For instance, malicious hackers could turn off electronic number plate recognition systems that control vehicle access to sensitive areas of the stadium, creating opportunities for terrorist attacks. Sprinklers and fire alarm systems could be remotely set off, prompting panic and causing stampedes.
While unprecedented, such threats are entirely plausible. One serious incident could destroy a club’s reputation and fan confidence in attending games live, which would be damaging given gate receipts are a vital income source for many clubs.
The consequences of poor cybersecurity
Poor cybersecurity in the channels used to communicate and engage with fans could tarnish a brand’s image and potentially undermine fan trust and loyalty. This is significant as fans are the driving force behind revenues and sponsorship deals.
Teams are taking steps to ensure fans are protected when interacting with club communication channels and purchasing tickets. For example, in April 2024, the NBA’s Atlanta Hawks partnered with cybersecurity vendor Acronis. The company is responsible for strengthening the team’s digital infrastructure and maintaining data integrity.
As sports organisations continue to enhance fan experiences, the cybersecurity of communication and transaction channels becomes increasingly critical. Without robust protections, attacks could not only jeopardise personal and financial data but also damage fan loyalty and trust, underscoring the importance of proactive cybersecurity measures to safeguard both fans and the business of sport.
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