Creators, athletes, and influencers are reshaping how fans engage with sport, but is the industry able to keep up?

As initiatives like DAZN48 and athlete-led platforms gain momentum, the balance between media rights, reach, and relevance is being tested.

Co-hosts Nick Meacham and Chris Stone question whether broadcasters are losing control of the conversation and why off-field content is starting to outperform the main event. If attention is shifting faster than revenue models can evolve, what does that mean for the future of sports media?

Key Points:

• Are creators and athletes starting to control the sports conversation over broadcasters?
• Is attention now more valuable than traditional media rights?
• Why is off-field and creator-led content outperforming the live product?
• Can the sports industry actually monetise the massive attention it generates?
• If the model doesn’t evolve, who loses out—broadcasters, leagues, or everyone?