Despite strong early viewing numbers for the 2026 Winter Olympics, is the event’s long term growth being held back by its current strategy?

Nick Meacham and Chris Stone explore whether the Olympics’ TOP sponsorship program still fits the realities of today’s media landscape. The duo also discuss TikTok’s growing influence on live sports consumption and break down the latest developments surrounding Ligue 1.

Key Points:

• Why the Olympics’ viewing figures don’t tell the full story?

• Does the Olympics’ TOP Partner programme in need of a revamp?

• How is TikTok influencing the way audiences discover and follow major sporting events?

• Does sports need social media or does social media need sports?

• What does Ligue 1’s latest twist with FIFA say about the stability of sports media deals today?#StreamTime #SportsPro #Podcast