In the last 12 years, the international strategy and research consultancy MTM has undertaken 25+ separate sports rights valuations on behalf of media companies, including for the Premier League, F1, Wimbledon, Six Nations Rugby and Olympic Games. The company shares insights on how sports are being assessed today – in terms of their public appeal, subscription and sponsorship value – and how that is changing over time. Bidding strategy is also explored, especially in the face of increasing competition.