As sports media evolves, fan engagement is the name of the game
New York – At Operative’s GameOn event Thursday, leaders from different parts of the sports media ecosystem came together to share insights on the evolving nature of distribution, monetization and fan engagement.
A panel session that this reporter moderated focused on changes in distribution and consumption of sports content and engaging fans. Because as the cost of sports rights has continued to climb, deepening and extending the fandom that is somewhat unique to sports is a key factor in helping to monetize and make the most out of tentpole sports content, while giving bands new opportunities to show up before, during and after the game.
Executives on stage sharing perspective included David Fogel, executive director and general counsel of the NBA Coaches Association; Doug Jossem, EVP of Global Sports and Entertainment Partnerships for MSG Entertainment; and Wade Nielsen, VP of Digital Sales, Strategy and Partnerships at FanDuel.
In terms of rising costs for sports rights, a recent Activate Consulting report shows how valuations across sports league media rights deals have increased in the U.S. versus prior agreements.
As for GameOn, here are some takeaways and tidbits from the panel:
- Converged distribution means meeting fans where they are and providing expanded access.
With sports rights, teams and games have splintered across platforms and services, with various availability across pay TV, major SVODs and DTC apps from programmers, as well standalone team and league app offerings.
In the case of FanDuel Sports Network, which offers a paid DTC apps with local game coverage for major sports leagues, Nielsen emphasized it’s about meeting consumers where they are and getting them to consume the sports content wherever that may be.
In an effort to expand access to local sports, FDSN recently made the move to air select live NBA and NHL games for free on ad-supported services including Samsung TV Plus, Pluto TV and Amazon’s Prime Video, with more platforms and services expected to be announced. The games will be available in front of a paywall in prominent areas like sports zones, carousels and featured tiles during live-game windows.
And while Nielsen noted that the aim is to expand access, it’s also a mechanism for the paid app, where fans can get a free taste of the sports and content offered on FDSN and then migrate to the DTC app. In the announcement, FDSN noted early data it said highlighted success of converting paying subscribers through integrated prompts, graphics and exclusive content offerings.
Jossem, meanwhile, has a focus on filling a 20,000-seat stadium and delivering a memorable local fan experience at Madison Square Garden each game for his teams of the Knicks and Rangers. But when fans are engaging digitally, he emphasized a desire for that viewing to happen on MSG’s own apps – including Gotham Sports. The Gotham Sports app debuted in August 2024 and it brings together the MSG+ offering from MSG Networks and YES app from YES Network, providing a DTC option for local fans of professional NBA, NHL and MLB teams.