Less Is More: How The Premier League, SailGP, and the PGA European Tour Lean Hard Into Short-Form Video Content

Less Is More: How The Premier League, SailGP, and the PGA European Tour Lean Hard Into Short-Form Video ContentClips for platforms like Instagram, TikTok, and YouTube Shorts are all the rage in digital video, even across the pondBy SVG Staff

Tuesday, September 23, 2025 - 11:08 am

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It's nothing new that sports leagues and broadcasts are turning to places like Instagram, TikTok, YouTube, and other social media platforms to attract, retain, monetize, and engage with sports fans. There, short-form video is the name of the game, and the same is true for the largest sports federations in Europe.

In this exclusive conversation, you'll learn about the latest in short-form and social video strategy from SailGP's Director of Social Tom Halls, European Tour Productions' Creative Director, Original and Branded Content Patrick Burch-Lovell, and The Premier League's Director of Digital Media & Audience Development Alexandra Willis.

What are some of their mobile first' best practices? What are their insights into the strategy and reasoning behind the use of short-form content, including athlete- and user-generated content (commonly referred to as UGC)? How is it all different from platform to platform?

Watch Now on SVG PLAY:

This session was hosted at SVG Europe's Digital Sports Summit, which was hosted in London on June 25. It was moderated by Richard Craig-McFeely.

SVG PLAY is your home for all Sports Video Group live-event and long-form video content. SVG members and sponsors have simple access to all SVG event panels, case studies, keynotes, and more - all in one place. To visit SVG PLAY, CLICK HERE.

LINK:	https://www.sportsvideo.org/2025/09/23/less-is-more-how-the-premier-le...
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