To start, let’s examine some of the most prominent predictions and trends: 

• The sports market is poised for significant growth, but this growth won’t be evenly distributed.
• The rise of FAST channels, Direct-To-Consumer (DTC) services, and the shift towards ‘à la carte’ viewing will reshape the landscape of broadcast rights.
• We anticipate an increase in ‘challenger sports’ and ‘new events’ entering the market, with success markers being brand strength, the ability to craft engaging narratives, and the capacity to attract and retain the Gen Z audience.
• The sports landscape is likely to mirror the startup tech ecosystem, with a surge in new entrants, especially in terms of fresh competitions and formats, seeking investment. However, only a fraction of them will endure beyond a few years.
• We foresee significant investments in women’s sports, resulting in increased coverage and airtime, thereby broadening access to new audiences.

While typical corporate blogs tend to be politically agnostic, let’s break the mold and make some quick predictions about sports that are poised for growth in the coming years. Our crystal ball suggests the following: MMA, non-tennis racquet sports, cycling, eSports, and dance. Only time will tell how accurate our predictions will be.

So, what does all of this mean for our clients? 

For our clients, the future is looking bright (although you would expect us to say that), but here are a few key themes to consider:

• Broadcast and content rights are not static; their value and coverage will change as legacy agreements expire or evolve. It’s crucial for sports properties to swiftly manage and monetize content when archive materials become available for use.
• Attracting and retaining Gen Z fans is of paramount importance for sports properties due to their growth potential. Short-form content will play a significant role in both acquiring and retaining these fans, and non-live or archived content will be pivotal for building emotional connections with the sport and its athletes.
• Fan engagement will span across various channels. The practice of depositing all video content on YouTube or images on platforms like Flickr or Getty will become limiting. Centralized content management will be even more critical, enabling sports properties to choose the most suitable distribution channel.
• If the general trend is towards FAST channels, DTC, and ‘à la carte’ viewing, the method of content access will shift from ‘push’ to ‘pull.’ This necessitates organized and searchable non-live content.
• Sponsor activation beyond broadcast can be enhanced. Rights holders can simplify sponsors’ access to relevant materials such as photos and videos, reducing turnaround times for time-sensitive social media activations and increasing potential opportunities.
• The primary benefit for Capture clients lies in their ability to drive engagement and monetization beyond broadcast. This is facilitated by the increased potential to craft and convey engaging stories using non-live and archived content.

Header Image: Peter Shackleton, Commercial Director from Capture, at the Sportel, Monaco 2023. (Photo by © 2023 Capture Limited)