The funding model for live sports has created fissures between older viewers who can afford to pay a premium for live access and younger audiences who either cannot, or do not want to. While older generations are accustomed to paying for access to content, younger generations grew up in a world with accessible content galore. As a result, they place more emphasis on parting with money in return for unique and tailored experiences, rather than to simply access content. The opportunity here is in monetising fandom as well as engagement. Sports competitions can increase their fandom with younger audiences by offering free-to-air live sports coverage while finding profit in providing lean-in entertainment experiences that cater to the consumption habits of Gen Z. By offering social interactive features, gamification, and placing creators at the heart of the experience, new sports franchises shift away from the traditional broadcast environment alienating many younger viewers. They must forge new sports viewing experiences that leverage the power of the creator economy.

Companies and brands mentioned in this report: Apple TV+, DAZN, FIFA , Kings League, KSI, Madden NFL , Misfits, NBA            , Prime Video, Snapchat, Twitch, and YouTube