Who really has authority in sports media now? Turns out, it's not always who you'd expect.

This year's Sports Journalism Awards told a story in itself. A YouTube show took a broadcast category. A creator-exclusive channel won on access, not airtime. A podcast with zero broadcast pedigree picked up the newcomer prize.

In a new piece for SportsPro, our managing director, Gemma Rushworth (Davies), shares why access has replaced exposure as the thing that builds trust with fans, and what that means for rights holders, brands and talent.

Read the full piece on SportsPro.