--
Enabling the golden age of sports content
February 22, 2021
We have an opportunity to enter the golden age of sports broadcasting. Sporting institutions, broadcasters, rights holders, and content providers have a responsibility and a necessity to communicate and engage with avid sports fans in 2021. With the likelihood of empty, or limited capacity, stadiums for this year's Olympics and Euro's, it's time to deliver interactive and engaging content that creates a stadium-like experience for viewers at home. With the glut of tools and platforms at our fingertips, It's never been so easy to create captivating content.
Cloud-based production tools
2020 forced innovation in producing new ways to immerse fans into the stadium, connecting viewers across the globe and giving the audience a stage to interact, plus brands and sponsors were able to extend reach across platforms. Looking at it simply, everyone is a broadcaster, whether you're Leicester City FC, the International Tennis Association, or Harlequins Rugby Union Club, everyone has the ability to create high-end video with cloud-based production tools, managed from a laptop.
You don't need expensive bulky hardware to create and publish content for a wider audience, a plethora of social media platforms, alongside varying production tools such as content management solutions, now enable simple and effective live streaming. At this level, you no longer need the expertise or a degree to capture, edit and publish live content. Add some creativity and imagination, and with a click of a button you can produce quality viewing to more people.
Sydney FCs production team utilised Bee-On to produce their pre-game show
UGC AGC - Audience generated content
It's time we got rid of the term user generated content (UGC) and replace it with audience generated content. Why? Because we're living in an era where content providers have so many ways to interact with viewers and enable cross-platform, reciprocated interaction. Content created by the audience is becoming a major part of the narrative, not only does it make the viewer feel valued, but it also enhances the experience. We're gradually seeing a variety of broadcast and digital programming calling for fans and viewers alike to share images, comments, videos and opinions via social media, which can then be published in real time.
Facilitating a conversation on social media is an organic way to advertise, motivating followers to watch your show. When Manchester City returned for the final games of the 2019 / 2020 season, they realised that they had to ensure fans were involved in the matchday experience. Their We're Not Really Here campaign featured a range of initiatives, from live streaming videos of fans on webcams into the stadium, to a pre- and post-match show streamed on social - including Facebook Live, Twitter and YouTube - fan-created content was influential to connecting a global fanbase and a community.
Monetisation
Putting some of these engagement processes into practice alongside cloud-based production tools not only enhances the content, engages the audience and extends viewer reach, but it also creates an opportunity to open new streams of revenue. In an environment where sponsors no longer have their full investment due to the empty stadiums, agreed deliverables can be met through a different medium. The local merchant that usually sponsors the half time show in the stadium can be included within a rotating graphic on a show streamed live on Facebook for example - ensuring local and global sponsors renew for next year.
It also allows social producers to be more creative, where they may be limited within a standard broadcast scenario, self-produced streamed programming allows more artistic license to offer added interactive content such as voting for the best amateur celebration sponsored by X, or even streaming a live game of FIFA, played between fans brought to you by Y- as Sydney FC did recently.
Manchester City asked fans to share their content
Create new audiences
The All England Lawn Tennis Club (AELTC) wanted to extend the reach of Wimbledon 2019 and evoke the interest of a younger audience, so they independently launched and produced a live daily show, Wimbledon Coffee Morning. Streamed on Twitter, YouTube and Facebook, the show featured a range of content including candid interviews with players and celebs, and special behind the scenes footage, but most importantly - it had a social focus!
Using the #JoinTheStory hashtag, the presenters created a call to action for audience participation, running live polls and enticing viewers to interact via social to share images and comments. Producers would then share the best engagement and publish live during the show for the presenters to interact with. This was a huge success for AELTC, not only did they extend reach beyond the primary broadcast with over one million views, but they also engaged with a younger, more social media-focused generation and created new tennis fans across the globe.
So, with the correct tools and an audience, global and local sporting institutions have the opportunity to connect on multiple platforms and produce content that adds huge value to a sports fan's experience.
To find out what our cloud-based content management platform, Bee-On can do to boost your sports-based content, contact us now for a demo.
Get in Touch!
Related content:
Four sure-fire social drivers to boost audience engagement
Bee-On wins TVBEurope best of show award
Full production and live interaction for LD:TV's music festival
Broadcast Digital Social Media
FacebookTwitterLinkedIn
Radio: Tuning in to the Digital EraPrevious
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
28/11/2025
Nadia Fall attends the 2025 Sundance Film Festival premiere of Brides at the Egyptian Theatre on January 24, 2025, in Park City, Utah. (Photo by Donyale West/...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
WASHINGTON Federal Communications Commission has released a tentative agenda for the December Open Commission Meeting scheduled for Thursday, December 18, 2025 ...
28/11/2025
The Professional Fighters League is looking to super-serve fans of mixed martial...
28/11/2025
Fubo has released in beta on select Roku devices a new feature that lets users display up to four simultaneous streams at once....
28/11/2025
The WNBA playoffs and Week 4 of the NFL regular season highlight the list of live sports events airing on television this weekend....
28/11/2025
The 32nd class of honorees to the B+C Hall of Fame took to the stage at New York's Ziegfeld Ballroom on September 26 for a gala induction event. Click below...
28/11/2025
We hold in our hands the very last Next Text for Next TV, the weekly back-and-fo...
28/11/2025
DirecTV said it made a deal with EchoStar to buy EchoStar's video businesses, including satellite-TV provider Dish TV and virtual MVPD Sling TV, for $1 plus...
28/11/2025
The Broadcasting+Cable Hall of Fame, the premier industry event paying tribute to the influencers, innovators and shining lights of broadcast, cable and streami...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
LONDON Vizrt has added several AI-driven advanced features offering improved speed, intelligence and accuracy in the newest version of its media asset managemen...
27/11/2025
Prime Video has launched AI-powered video season recaps in a beta version for select English-language Prime Original series in the U.S., a move Amazon is callin...
27/11/2025
Back to All News
Netflix's Raat Akeli Hai: The Bansal Murders Marks a Grand...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Back to All News
Stranger Things 5': Prepare for One Last Adventure With O...
27/11/2025
The media industry has a paradox at its core. It's an industry built on light, color and imagination, yet behind the scenes, it's powered by one of the ...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
27/11/2025
Black Friday is leveling up. Get ready to score one of the biggest deals of the season - 50% off the first three months of a new GeForce NOW Ultimate membership...
26/11/2025
SVG Sit-Down: Prime Video EP Mike Muriano Previews Massive Black Friday Slate Fe...
26/11/2025
A cinematic snow sculpture at the 1995 Sundance Film Festival. Photo by Randall Michelson...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
Mumbai, November 24, 2025: In a first-of-its-kind initiative, JioStar, in collab...
26/11/2025
LONDON Factual content producer ITN Productions has launched a new low-latency IP gallery for news bulletins....
26/11/2025
MIAMI TelevisaUnivision said it struck a new multiyear distribution agreement with YouTube TV that includes distribution of TelevisaUnivision's U.S. network...
26/11/2025
OpenDrives, Inc., a leader in software-defined data storage and data services, today announced the launch of the Atlas Corporate Creative Solution. This new Atl...
26/11/2025
Disguise, the industry-leading company powering the world's biggest live performances, is partnering with pioneering LED wall manufacturer DVS to give atten...
26/11/2025
HighField AI, the pioneer in agentic and multimodal automation for broadcast and media production, today announced the expansion of its global channel partner n...
26/11/2025
As high-stakes Premier League fixtures approach and additional premium content launches, with MONO positioning themselves to dominate Thailand's sports stre...
26/11/2025
Hosting a wide variety of events from high-intensity NHL games to complex live music concerts and major entertainment productions, Montreal's 21,000 capacit...
26/11/2025
Vizrt, the leader in live production technology revolutionizing viewer engagement and experience, releases AI-driven advances focusing on speed, intelligence, a...
26/11/2025
ITN Productions, an award-winning factual content producer, today launched a new low-latency IP gallery for news bulletins. Responsible for delivering a leading...
26/11/2025
Ikegami reports ongoing advances throughout 2025 in developing and delivering coordinated television production solutions that maximize quality, versatility and...
26/11/2025
Following the Nov. 21 blackout of NBCUniversal channels on Fubo, the two sides have traded barbs about their inability to reach a new carriage deal....
26/11/2025
LONDON As TV sports rights become increasingly important for both broadcasters and streamers, Ampere Analysis predicts global investment in the genre will surpa...
26/11/2025
LOS ANGELES Vubiquity said it has achieved the Amazon Web Services (AWS) Media & Entertainment Competency as part of the AWS Partner Network (APN). This designa...
26/11/2025
WASHINGTON The Federal Communications Commission's Enforcement Bureau said it has entered into a consent decree with Comcast calling for the cable company t...
26/11/2025
Berklee Named to the Hollywood Reporters Top Music Schools List The publication highlights the college's screen scoring program, industry partnerships, and ...
26/11/2025
Back to All News
Animated Series Love Through a Prism' Casts New Light on ...
26/11/2025
Back to All News
NALIP Unveils Fifth Cohort of Director Incubator
Social Impact
26 November 2025
United States
Link copied to clipboard
The National Assoc...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
-- 
