One of the biggest stories from Wimbledon this year happened off the court. Andy and Jamie Murray are the latest athletes to move from athlete to content creator, launching The Set, a joint YouTube channel bringing tennis to a wider audience through their own lens.

Produced by Prodigy Studios, the team behind Gary Neville's The Overlap and The Switch, The Set relives iconic moments from tournaments past and features challenges with fellow players and top creators.

Our Media Network channel manager, Gabriel Kennedy, argues this marks a shift in how archival sports footage is valued: not as a library to be guarded, but as raw material for storytelling that can be repackaged and monetised on a platform where the audience already lives.

Read Gabe's full piece in Broadcast Sport.