Media & Communications

The consumption of media and communications is fragmenting at an unprecedented rate. Sports organisations, rightsholders, sponsors, partners and brands must embrace new channels, content formats and adapt to new audience behaviours if they are to connect with supporters, communities, and potential customers effectively.

The shift towards a fragmented digital ecosystem and personalised content experiences requires a strategic approach to engage and retain the attention of modern sports fans.

  • ‘Social’ Media is the new Broadcast Media: Channels once considered as 'Social Media', like Instagram, Facebook, and TikTok, have become the new broadcast media

  • Communities are elsewhere: Audiences are turning to WhatsApp, Telegram, Discord and other closed networks for online 'community'

  • Athletes as Creators: Athletes have enormously larger social media followings than clubs, federations, rightsholders, or brands as young fans flock to follow them for behind-the-scenes insights into their lives

  • Creators are the new broadcasters: A growing number of YouTube creators have large matchday audiences, joining them for live watch parties, providing fans with a valid, dynamic alternative to the long-held broadcast model

  • Algorithms dictate change: A 2024 Instagram algorithm update shifted the prioritisation of content from accounts with large followings to instead giving priority to posts from smaller accounts with viral potential, increasing the importance of every piece of content being engaging and valuable in its own right

  • Direct-to-Consumer (DTC) Content: Major clubs and rightsholders are building their own DTC content propositions to increase the amount of time in direct contact with their supporters, at home and abroad, increasing the opportunity for monetising through subscriptions, partner content, and advertising

  • Short-Form Content: Younger audiences overwhelmingly show a preference for shorter-form, more snackable content, over watching entire sporting events, demanding more behind-the-scenes, bitesize entertainment, and highlights reels

Future Outlook:

  • Micro-Communities: The trend towards niche communities and personalized content will accelerate, with fans seeking out highly specific and curated experiences.

  • Interactive Content: Expect to see more interactive and immersive content formats, allowing fans to participate in and shape the sports narrative.

  • Decentralised Media: Blockchain technology may enable new models for content distribution and monetisation, empowering creators and athletes.

  • AI-Powered Content Creation: AI will play an increasing role in content creation, from automated highlights generation to personalised commentary.

  • AR & VR: Integration of augmented reality and virtual reality technologies to create immersive, multi-dimensional content experiences