Live sports have always commanded attention – but today, they hold something even more valuable: infrastructure, influence, and intimacy. In a world where audience attention is fragmented and trust in traditional media is fading, sports have all the right ingredients to thrive as next-generation media businesses.
They bring built-in audiences, appointment-to-view content, passionate communities, and year-round storylines. Whether it’s the legacy of Manchester United, the global pull of F1, or the cultural crossover of Inter Miami, sports aren’t just watched – they’re felt.
Every match, race, or round is already a premium content moment. Now, with digital channels, OTT platforms, and owned apps, clubs and leagues can control and monetise those moments – just like publishers or streaming platforms. Add in rich fan data, brand demand, and rising content consumption, and the equation becomes clear: a new wave of media networks won’t be built from scratch – they’ll be built from sports.
And it’s already happening.
From Netflix hits like Drive to Survive and Full Swing, to football clubs building internal studios and selling virtual pitch-side ad inventory, the transformation is in play.
Let’s explore what’s fuelling this shift – and how sports entities are turning fan engagement into monetisable media ecosystems.
More Platforms, More Placements
Connected TV and streaming have reshaped how fans watch. In the U.S., 30%+ now view live sports via smart TV apps. This splinters media rights — but unlocks fresh ad real estate.
Platforms like Amazon Prime, Netflix, and Peacock are testing interactive ad breaks, trivia overlays, and FAST channels for niche fans. For rights holders, this means more ways to sell – beyond the 90 minutes on the pitch.
Clubs Are Building Direct Ad Businesses
Modern clubs are turning their digital properties – websites, apps, stadium screens, and matchday feeds – into monetisable inventory. Like retailers with first-party data, they package fan engagement into targeted sponsorships.
It’s retail media, with more emotion. More intensity. More ROI.
Virtual Advertising Unlocks Global Revenue:
Virtual tech lets clubs show different pitch-side ads by region – all from a single live stream.. A single game can deliver bespoke campaigns per territory, broadcaster, or viewer.
It’s targeted, scalable, and clutter-free – ideal for unlocking new revenue per match, market, or moment.
Proof Points: Sports Leading the Shift
⚽ Football: Manchester United and Real Madrid now run internal studios, personalising fan experiences and selling in-app sponsorships.
🏎 Formula 1 / “Drive to Survive”: Netflix made F1 stars global icons – teams now mimic the format with sponsor-led docuseries.
⛳ Golf / Full Swing: Golf’s personalities shine in behind-the-scenes content – creating new formats and inventory.
🎬 Wrexham AFC: Hollywood storytelling turned a fifth-tier club into a global brand – with fan growth, sponsors, and streaming deals to match.
📱 Inter Miami: Produces behind-the-scenes series, player interviews, and sponsored content – delivering consistent engagement and direct-to-fan revenue.
Celebrity-led ownership isn’t just about sport – it’s media strategy. From Tom Brady (Birmingham City) to LeBron James (Liverpool), clubs are becoming content assets.
What’s Fuelling the Flywheel?
Sports media is now an ecosystem – where content, data, and sponsorship fuel each other in a loop:
- Data → Clubs gather rich fan insights from apps, tickets, merch, and streaming
- Content → Data shapes personalised content, behind-the-scenes stories, and episodic series
- Fan Engagement → Deeper content builds loyal, interactive audiences
- Monetisation → Engagement unlocks new revenue from ads, sponsorships, and commerce
- Repeat → Every touchpoint feeds more data – and the cycle accelerates
Key Growth Drivers
| Driver | Opportunity |
|---|---|
| 🧩 Fragmented Rights | 🎯 More content = more monetisable moments |
| 📺 CTV & OTT | 🛒 Shoppable, interactive ad formats |
| 📊 Fan Data | 🧬 Precise targeting & ROI proof |
| 🎥 Branded Content | 🎬 Episodic stories build stickiness |
| 🏆 Women’s Sports | 🚀 New inventory, new audiences |
How To Win The Game
To thrive in the new era, sports brands must think like publishers, act like studios, and sell like networks:
What’s Next for Sports Media?
Expect big leaps in sports media monetisation:
The game isn’t just changing – it’s being rewritten.
Ready to turn your club into a high-performance media business? One that drives fan engagement, sponsor value, and sustained ROI. Let’s talk!
