Why it matters

Sports remains one of the main drivers of live television viewing, but many fans are supplementing (or, indeed, replacing) this activity with viewing, creating and sharing content on digital media. Brands in the sports category thus face the challenge of driving new modes of engagement beyond the linear broadcast environment.


  • Telling human stories, and not just focusing on highlights, can help sports brands attract viewers in new ways.
  • Using their unparalleled behind-the-scenes access, rightsholders can create unique content that looks well outside the stadium, and so build their brands.
  • Content that entertains and informs would-be fans is a good way to try and broaden the audience for sports brands.

The National Hockey League (NHL) is leveraging social media, original content, and bleeding-edge technology like virtual reality (VR) as it tries to stay ahead of evolving consumer needs.