Sports content production continues to be a space where creativity runs the game. New dedicated content strategies for social media and mobile applications are making the traditional playbook obsolete and immersive replays transport you right into the heart of the action. NFTs still hold some relevance, despite a few muted months after an impactful introduction. How can rightsholders navigate these exciting trends, uncover their benefits and challenges, and tap into the ways they are transforming the sports broadcasting landscape?
Creative delivery: More than just game footage
Ah, yes. Here we go again. The age-old adage "content is king" remains a cliché for content blogs. But let's face it, in sports broadcasting, it's as relevant as ever. The only difference? The kingdom has expanded. It's no longer just about game footage, but an imaginative realm of content delivery that lets us offer our rightsholding clients something fresh and engaging. While the approval process might occasionally feel like a quest, the resulting unique content is worth the adventure, elevating the viewing experience to a whole new level.
Take the eSerie A. The content needed for an event aimed at a younger generation should reflect their trends.
Likewise, basketball is more than a sport. It’s a subculture. The below content, created for Italy’s Lega Basket is a good reflection of that.
Engaging the digital generation
Audiences aren’t increasingly consuming content on their smartphones, younger generations are more often than not choosing it over traditional platforms. Hence, treating social media as a spin-off from the traditional broadcast only is just not cutting it anymore. A dedicated content strategy and production line for social media and mobile applications has become crucial. This involves reaching the next generation on their preferred social media platforms and devices, crafting content specifically designed for the strengths and limitations of each one and leveraging our access to the events, players and behind the scenes as a rightsholder.
The potential reach goes beyond the traditional broadcast experience, extending to rightsholders' social media platforms and promising global engagement with fans.
More and more federations started their dedicated social media production, using social media to take fans behind the scenes and offering unique angles on their favourite athletes.
Immersive replays: A new point of view
At the 2023 IIHF Ice Hockey World Championship, fans were treated to an unprecedented viewing experience. The IIHF raised the bar for sports broadcasting by introducing immersive replay technology in select games.
This ground-breaking innovation redefined the concept of sports replays. Viewers were transported right into the heart of the action, experiencing the thrill of the game from a perspective usually reserved for the players themselves. Imagine feeling the intensity of a puck flying towards the goal, or witnessing a defensive manoeuvre up close, all from the comfort of your own home.
The introduction of immersive replays not only enhanced the fans' experience but also opened new avenues for sponsorship opportunities. We believe this innovation is just the first step towards many other future transformations that could redefine how we might view and engage with our favourite sports.
NFTs: The rise, fall and resurgence
NFTs, or non-fungible tokens, made waves in many sectors, including sports broadcasting in 2021. They were a "must-have" for leagues and federations, and there was a possibility to respond to market demand with internal resources.
However, the NFT market experienced a drastic fall in 2022, indicating that this innovation might not be a stable source of revenue for rights owners. Despite the uncertainty surrounding NFTs, they have opened the doors to new ways of engaging with fans and monetising content. Let's embrace the uncertainty with hope and excitement, as we eagerly anticipate what the future holds.
From injecting creativity into content delivery to leveraging mobile-first strategies, introducing immersive replays, and navigating the ups and downs of NFTs, content production in sports broadcasting is pushing the boundaries like never before.
