Star power can launch a new sport. Can it make fans stay?

From LIV Golf to The Hundred and SailGP, emerging sports competitions are discovering that star power, investment and exposure can be a powerful pull to attract audiences. But is it powerful enough to make them stay?

Our channel manager, Ed Hunt, argues that building lasting loyalty requires more than a compelling launch.

“Fans already have weekends organised around sport, often with loyalties inherited from people who are no longer around to explain them,” says Ed. “A new competition is asking for a space in a crowded diary, and eventually, a place in someone’s life.”

Read Ed’s full take on SportsPro.