Here’s what’s shaping the industry right now.
Global buys majority stake in Gary Neville’s YouTube group The Overlap
Traditional broadcasters are buying creator-led sports content. The lines between legacy media and digital-first storytelling are disappearing fast as the Overlap aims to expand its reach as a “multi-format sports media network”.
Trophée des Champions becomes first European football match with AI-translated commentary
After the successful launch of Ligue 1+, Ligue 1 are showing its ambition to reach new audiences via emerging technology as they’re the first in Europe to bring in AI-translated commentary.
FIFA names TikTok as first preferred platform for 2026 World Cup
After launching GamePlan, TikTok’s brand new sports product offering at the end of 2025, TikTok & FIFA have come together for the 2026 World Cup across the U.S, Canada and Mexico. This partnership is a first-of-its-kind partnership for social media, offering more content access to creators while creating more opportunities to create tangible business results through the platform.
The Rest Is Football acquires Premier League video archive
Off the back of Goalhanger’s partnership with Netflix for the World Cup, The Rest is Football has gained access to the Premier League archive dating back to 1992. With more official rights being transferred to creators, it’s clear we’re seeing a shift in the recognition of creators from being “strong supplementary content” to legitimate distribution and rights partners.
Luke Littler signs record-breaking £20M deal with Target Darts
With darts viewing on Sky Sports up 100% since his arrival in professional darts. The teenage darts sensation commands footballer-level sponsorship money. Proof that personality and engagement bring more than personal success, they drive challenger sports to the mainstream.
