As a media professional working in sports production by day and teaching a sports broadcasting course by night, the future of sports media is always on my mind.
Due to a meteoric rise in the value of sports broadcasting rights, a rapidly evolving consumer base and a seemingly endless run of technological breakthroughs, it’s an exciting – as well as challenging – time for the modern sports media creator. In this transitional climate, content makers are tasked with balancing the “now” of current trends, while looking ahead to the “what’s next?” of a dynamic business. When media professionals adopt the role of a sports industry futurist, three themes are paramount: storytelling, technology, and collaboration.
Storytelling
One undeniable trend in sports broadcasting is a shift in narrative focus. While the sports landscape is anchored in team sports, future media will lean further into the individual athlete. The live game is, and will be considered, the foundation of sports programming, but audience demand for access to the athletes behind the masks and pads will be held at an increasingly higher premium. The success of reality-based, documentary fare like Netflix’s Drive to Survive proves the power of personal narratives in sports and the ability of quality storytelling to foster sport or league fandom. For proof of this greater shift into the biographical realm, look no further than the recent in-game skybox coverage of Taylor Swift and her on field love interest, Travis Kelce. This heavily publicized relationship’s halo effect on viewer ratings, ticket sales and merchandise is undeniable. As sports media progresses, the line between a live sports broadcast and behind the scenes coverage will continue to blur. For a sports broadcasting titan like the NFL, dramatic content like the reality series Hard Knocks could disclose a shocking rift between a quarterback and offensive coordinator that is picked up on ESPN’s morning talk shows, built up during the weekend matchups via the league’s multiple live game partners and resolved during a postgame locker room check-in on NBC’s Sunday Night Football. Breaking down the barriers between siloed sports programming will create a seamless loop of engaging media that is inclusive to sports fans of all backgrounds and passions. By threading narratives through different media styles and platforms, the final whistle of the championship game is no longer the end of the story, only a chapter in the multiverse of sports.
Technology
To deliver this personal approach to sports storytelling, media makers must embrace the dizzying array of technology at their disposal. While the “cord-cutting” movement has led to significant growing pains for all content providers, the ensuing digital platforms baked into sports broadcasting’s future allow for the multiplatform storytelling and content flexibility the modern viewer craves. A Gen Z sports fan may not want to sit through a three hour basketball game but serve this digital native select in-game highlights on X along with a custom app that “gamifies” star player stats and a new viewer is earned. A potential soccer fan may have binge watched the latest season of Hulu’s Welcome to Wrexham but isn’t ready for the intricacies of soccer’s offside trap. However, after an entertaining Men in Blazers podcast along with a Premier League alternative broadcast featuring Hollywood celebrity and Wrexham owner Ryan Reynolds, the “beautiful game” becomes far more accessible to this newly converted fan.
Just as off the field coverage will continue to blend with the live game experience, media makers can utilize evolving technology to merge their sports narrative across multiple digital platforms and capture new audiences. The sheer breadth of sports and all the varied interests that intersect with it – such as betting, gaming, and fashion – are just a few potential entry points for the casual sports fan. The modern sports consumer is as wide-ranging as any media consumer – future media makers must honor this diversity in the programming they create and be strategic with the unique platforms that house this varied content. As technology continues to evolve with consumer demands, one can imagine a future digital interface that captures the multitude of content paths in one central hub. A Penguins fan could log-in for the latest locker room dance challenge on TikTok as well as the highlights from last night’s game on ESPN – without the juggling of media carriers or electronic gadgets. This “mothership” platform of sports programming could be amplified by evolving VR and AR technology as well. If that Penguins die-hard can’t make it to the arena, there’s a virtual seat waiting for them with the option of real-time embedded stats tracking the team’s star winger. For the technical specialists working on this burgeoning technology, limiting the clunky physical barriers of headsets and miscellaneous gadgetry will be critical to expanding this media pathway past its current niche community. Ideally, this virtual space can become a natural extension of a team’s home arena where fans can bond over their shared sports passion. By staying on top of tomorrow’s technological developments, sports media creators ensure that the evolving continual narrative of sport always has a clear path of delivery custom made for the loyal fan.
Any industry with an eye towards the future will need to treat artificial intelligence as the biggest technological sea change on the horizon. For sports media, automation software is already assuming the role of a media creator in the form of a byline writer and game highlight producer. Media professionals will need to embrace this technology as another partner rather than a rival. Using the tools of AI can enable a future media maker to outsource some of the simpler day to day duties of content delivery, while leaving more time for the creatively demanding, story-based programming that viewers demand. Looking ahead, AI can also be trained as a digital line producer, capable of turning more long form multimedia stories into the popular “snackable” content suited for a brand’s preferred digital platforms. This open source digital landscape is being constructed with the enduring goal of higher level coverage and a more engaged consumer base. Overall, the future of sports media is one that utilizes technology as a necessary collaborator but is still piloted by human interaction and innovation.
Collaboration
The future growth of storytelling and technology in sports media hinges on maximizing the creative power of interpersonal collaboration. While contemporary sports production requires an elevated level of cooperation between multiple creative and technical professionals, the future of sport means working with new partners as well. First and foremost are the athletes themselves. As coverage gravitates towards the carefully crafted brands of star players, media creators will forge relationships with these sports celebrities with the goal of producing personalized, one of a kind programming. The rise of social media platforms has further empowered individual athletes, making them less dependent on the traditional media outlets for promotional messaging. Global superstars like Lionel Messi and LeBron James have massive social followings that potential advertisers crave for their targeted reach. The financial drawing power of the modern sports star has even put them in creative control of certain content hubs, such as the athlete founded The Players’ Tribune. No longer can sports media makers rest on the dated gatekeeper role, where access and distribution was in the hands of a select group of industry insiders. Now, these gates have been flung open by the emerging markets of digital distribution and media professionals must adapt to new working relationships. Looking ahead, sports media makers will increasingly be working alongside the athletes they cover and, at times, working directly for deep-pocketed stars and their future media ventures.
The changing dynamics of media delivery are also dramatically altering the relationship between the content maker and consumer. In the realm of sports, this means fans are empowered like never before. In the streaming era, feedback from fans can come in real time and be precisely targeted. The sports media industry must welcome this new dynamic and use this constant stream of information to build a better product. Sports media professionals on the data and analytics side will find a growing industry for themselves as this audience feedback will need to be streamlined or risk overwhelming sports media outlets. Additionally, the burgeoning presence of “prosumer” content on platforms like YouTube means viewers are more than sounding boards, they’re creators as well. Media outlets will recruit directly from these community platforms, while professional sports media creators will work with these influencers to better connect to their audience.
The future of sports media will still be driven by the unique drama and unpredictability of live sport. While this distinctive content can’t be replicated, the future holds the tools for amplifying live games to new audiences while transforming the traditional broadcast experience into a far more immersive and collaborative entity. As sports media becomes increasingly cinematic, tech-savvy, and interactive, media professionals are charged with building a vibrant community for the next generation of sports fans.
Ryan Cassella
Is a managing producer for WWE and an adjunct professor at Fairfield University. His life revolves around creating, discussing and analyzing sports media. He’s based in metro New York with his equally media-obsessed partner, KJ. Ryan would like to thank Bean and Marm for the editorial support.
