Here’s what’s shaping the industry right now.
Kalshi Signs First Professional Athlete Partnership with Bryson DeChambeau
US Open champion Bryson DeChambeau has become the first athlete to partner with Kalshi, embedding the prediction market directly into his YouTube series. Fans won’t just watch him break course records; they’ll bet on the outcome in real time. $450 million in golf trading volume last year proves this isn’t a gimmick. This is the future of audience participation, not passive viewing.
Manchester United greenlights ‘Crown-style’ drama series
Manchester United is betting on drama, not documentaries, to reach new fans. This isn’t about what’s happening on the pitch; it’s about using Hollywood storytelling to build emotional connection with audiences who might never watch a match. If it works, expect every major club to follow.
TOPSERIES Pickleball launches international EMEA circuit
The appetite for alternative racket sports is already here. The rise of padel has proved that. After 311% growth in three years and nearly 20 million Americans playing, pickleball is coming to Europe properly. But can the storytelling and supplementary content keep pace with the sport’s expansion?
BBC strikes Olympics deal with YouTube to reach younger audiences
The BBC is putting Olympics content on YouTube and investing in original content on the platform. This isn’t just distribution, it’s recognition that the traditional broadcasting model needs to evolve to engage the next generation of fans.
La Liga returns to free TV as DAZN tests acquisition funnel
DAZN is putting one La Liga match per week on free-to-air Spanish TV for the rest of the season. This is textbook funnel strategy, let casual fans build interest in free content, then convert them to paid subscribers. Paywalls work for committed fans, but you need a way in for everyone else. Has DAZN just created one?
