Promoters of Performing Arts and Sports Events NAICS 711310, 711320

        Promoters of Performing Arts and Sports Events

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Industry Summary

The 8,000 promoters of performing arts and sporting events in the US provide management, marketing, and event services for the live entertainment industry. Promoters may own their venues or provide promotion services to third-party facilities. Promoters organize and manage in-person entertainment including concerts, professional and amateur sporting events, stage performances, fairs, festivals, and other cultural entertainment. Promoters can also provide talent management services to artists.

Dependence on Popular Events and Acts

Promoters’ success depends largely on the quality and popularity of the artist, sports team, or event, leaving the industry highly susceptible to consumer tastes and trends.

Secondary Ticket Market Abuse

Ticketing services are largely secure and legitimate, but the secondary resale market is vulnerable to hackers, bots, and technology issues.


Recent Developments

Aug 29, 2025 - Mixed Results for Live Entertainment Midyear: Pollstar
  • According to Pollstar’s mid-year business analysis, year-over-year average per show grosses and ticket sales were up significantly while overall numbers, ticket prices, and shows fell. The Top 100 Tours Worldwide posted a double-digit increase in average revenue per show mid-year, up 24.9% year over year reaching $1,713,557. Ticket sales were also up 32.1% mid-year over the prior year, reaching an average of 14,229. The report revealed that average ticket prices were down 5.5% in the period, reaching $120.43. “That drop, in part, would seem, to reflect 2025’s uneven economic conditions marred by trade wars, a volatile stock market, shaky consumer confidence, inflation and mixed employment reports,” the report noted. The number of reported live peformances was also down in the period, falling 26.7% during the first half of the year.
  • Indicators measuring the collective mood of US consumers show mixed signals, with consumer confidence levels slightly up and consumer sentiment falling. Consumer confidence levels, an indicator of discretionary expenditures, improved in July 2025, month over month, rising by 2 points, according to the Consumer Confidence Index. Consumer confidence levels have stabilized since May but remain lower than last year’s, according to The Conference Board, which publishes the monthly index. July’s gain can be attributed to consumers over 35 years old and shared across all income groups, except the lowest income group earning below $15K. In addition, the consumer sentiment index from the University of Michigan dropped in August 2025 for the first time in four months. The index fell to 58.6 in preliminary August data from 61.7 in July. Year-ahead inflation expectation results were higher monthly, as consumers convey lingering anxiety about prices amid tariff impacts. The index serves as a predictor of consumer spending as it indicates consumers’ perception of their financial prospects and the broader economy.
  • A new study by the National Independent Venue Association (NIVA) showed that independent venues generated $153 billion in total economic input in the US in 2024, though nearly 65% of stages struggled with profitability, according to a report in Pollstar. In 2024, independent stages put on more than 153,000 events in the US, serving 183.7 million fans and supporting nearly 908,000 jobs. The study revealed that 64% of venues were not profitable in 2024, noting top operational challenges for venues included marketing and bringing in an audience, higher artist and staffing costs, inflation, rising insurance costs, and scalpers and predatory resale platforms, among others. Over 90% of independent venues operated year-round, with 62% hosting artist showcases. The study was conducted by economic research firm TEConomy Partners.
  • The Arts, Entertainment & Recreation industry is one of seven industries reporting contraction in July’s Services ISM Report on Business. Executives in the Arts, Entertainment & Recreation industry reported decreases in new orders and inventories in July. Additional industries reporting contraction during the period were Accommodation & Food Services; Construction; Mining; Educational Services; Agriculture, Forestry, Fishing & Hunting; and Professional, Scientific & Technical Services. Industries reporting growth during the period were Transportation & Warehousing; Wholesale Trade; Finance & Insurance; Retail Trade; Other Services; Management of Companies & Support Services; Public Administration; Real Estate, Rental & Leasing; Information; Utilities; and Health Care & Social Assistance. Overall, economic activity in the services sector grew in July for the second consecutive month, with the Services PMI registering 50.1%.

Industry Revenue

Promoters of Performing Arts and Sports Events


Industry Structure

Industry size & Structure

The average firm employs fewer than 5 workers and generates $5 million annually.

    • The live event and sports promotion industry consists of about 8,000 companies that employ 185,600 workers and generate about $42 billion annually.
    • The industry is highly concentrated at the top with events giant Live Nation controlling almost 80% of the market.
    • About 3,500 promoter firms also own facilities.
    • Only about 65 companies have more than 500 employees.
    • Large companies include Live Nation, Anschutz Entertainment Group, Madison Square Garden Entertainment Group and C3 Presents.

                              Industry Forecast

                              Industry Forecast
                              Promoters of Performing Arts and Sports Events Industry Growth
                              Source: Vertical IQ and Inforum

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