Why the real battleground for sport has shifted

Broadcast is no longer the beating heart of sport. In this article for Broadcast Now, Gregg Oldfield, CEO of Engage, explains how social-first, creator-led content is winning hearts and wallets. Fans now consume sport in the feed, not just via live TV. That shift is pushing rights-holders, clubs, and brands to rethink strategies — moving from polished, post-match highlights to raw, platform-native storytelling.

As fandom becomes fragmented and digitally driven, the next generation of sports brands will be built by those who understand that culture, characters, and connection now matter more than just on-pitch performance.

Read the full article here.