Emerging sports leagues are reinventing how fans watch, engage and pay for live games, creating new opportunities to boost media rights value
Heading to Blockbuster and renting a film used to be the highlight of the weekend in many households. Then Netflix arrived and changed how people discover and watch movies.
A similar shift is happening in banking, where digital-first challengers like Revolut and Monzo have pushed traditional banks to rethink what a ‘branch’ even is, and what customers now expect to be able to do from their phone.
We’re seeing the same pattern play out in sport.
Innovation rarely comes from the incumbent with the most to lose. Increasingly, it’s emerging leagues which are redefining how fans watch, follow and engage with live sport. These leagues are experimenting with how they distribute content, how they reach and retain audiences, and how they turn that attention into long-term value.
Insider Sport sat down with Colin Moran, VP of Production Products at LTN Global, to discuss how growing leagues can improve media rights value through smarter distribution, localisation and innovative production strategies.
What are the biggest changes you’re seeing right now in how tier 2 and 3 sports leagues approach media distribution?
We’re seeing these leagues become much more creative in how they distribute content, steadily expanding both reach and value year over year. In many ways, it mirrors what the NFL is doing today, spreading its content across six or more networks during the season. Growing leagues are realising they can’t rely on a single outlet; diversification is key to growth.
Many of these leagues aren’t weighed down by the legacy baggage, heavy infrastructure and operational requirements that some of the more established players contend with. Lighter, digital-native organisations are planning for the modern media market from day one – customising feeds for multiple takers while minimising the overheads traditionally associated with live sports broadcasting.
How are emerging leagues like MLV (formerly Pro Volleyball Federation) or college programmes adapting to a fragmented streaming landscape – from D2C apps to FAST channels?
Most are taking a ‘crawl, walk, run’ approach rather than going all-in on exclusivity or trying to be everywhere at once. They’re working within their budgets while meeting fans where they already consume content.
The Pro Volleyball Federation (PVF) is a great example. Since its launch, it’s steadily built momentum by balancing reach and sustainability, first ensuring matches were accessible to fans, then expanding visibility through partnerships. Their recent merger with Major League Volleyball shows how consolidation can create a stronger rights proposition, opening doors to bigger network opportunities while still experimenting with direct-to-consumer (D2C) and FAST strategies.
D2C makes sense for some leagues, but not all. If a league only offers limited live content, it has to deliver enough value and unique experiences to justify asking fans to subscribe, which takes both investment and expertise that many emerging leagues are still developing. The best long-term strategy is often D2C combined with placement on multiple platforms, while also carving out partnerships with mid- to larger-scale networks.
FAST, on the other hand, offers an accessible entry point. It allows leagues to experiment, test what resonates and refine distribution. Historically, these leagues attract a younger, dedicated audience (18–34), which aligns with FAST consumption trends. It’s worth noting that the definition of “FAST” is evolving; many subscription platforms now include ad-supported tiers, blurring the lines between traditional FAST, AVOD and hybrid models.
What’s your perspective on using FAST platforms for live sports – what are the technical and strategic considerations for leagues going this route?
FAST hasn’t traditionally been the primary path for live event-based sports because ROI can be limited. Leagues already know their fans want the content, but monetisation through FAST alone often falls short. For TV manufacturers and larger platforms, FAST is more of a volume play.
That said, sports is an increasingly in-demand genre, the barrier to entry is low – and smarter versioning technology is making it easier to bring full-game live events to FAST, meeting the strict technical requirements for advertising, closed captioning and platform-specific formatting.
Technically, there’s now little limitation to sending a feed to FAST, D2C, linear broadcasters, or digital channels simultaneously. The real opportunity is in analysing audience data across platforms, then doubling down where engagement is strongest. FAST shouldn’t be the only path, but as part of a diversified distribution mix, it can be a valuable testing ground.
With increased private investment in sports, where should leagues be allocating media budgets to increase rights value – production, personalisation, or monetisation tech?
For a league just starting out, reach is the top priority. Everything else – from production quality to monetisation opportunities – flows from there. Technology keeps improving and lowering the barrier to producing high-quality streams and deploying monetisation tools, so the harder work is building buzz, creating memorable in-venue experiences and driving social engagement.
Take Banana Ball as an example: one of their teams, the Savannah Bananas, was recently estimated by Forbes to be valued at $500m. That growth wasn’t fueled by traditional media rights – it came from creating a brand and fan experience that transcends the games themselves. Their relentless focus on storytelling, viral content and unique in-venue entertainment built a passionate fan base that media partners want to align with. It’s a perfect illustration of how prioritising reach and brand can ultimately drive long-term rights value.
How are leagues leveraging customised feeds and localised content to appeal to different rights buyers or regions? Can you share an example that’s worked well?
Leagues are becoming smarter with analytics, identifying who’s consuming their content and adapting to how those fans want to experience it. We’ve seen partners add local announcers, regional graphics, or exclusive subscription tiers to tailor content for specific audiences. With advances in AI and production tech, leagues can adapt quickly, sometimes even mid-event, to create localised, personalised experiences that increase fan engagement and rights value.
The focus is shifting toward real-time customisation workflows, enabling broadcasters to scale countless versions of the same event with localised graphics, audio and commentary. For example, imagine Messi-centric feeds for his global fanbase, alongside alternate versions spotlighting opposing stars like Cristiano Ronaldo, all delivered simultaneously to hyper-localised digital audiences.
What does success look like for a mid-tier league in terms of media rights valuation in today’s environment?
It’s not just about how many people watch a live event, but how often fans are seeking new ways to engage with the league. A strong reach strategy is what drives sustainable growth in rights valuation.
One major pitfall to avoid: long-term exclusivity agreements. While tempting, they lock leagues into a single distributor’s strategy and limit their ability to expand reach. Although exclusive rights agreements promise growth, that type of agreement can create constraints on production flexibility, regional expansion and revenue gain. Flexibility is far more valuable than upfront guarantees.
By favouring ‘sliced and diced’ rights models, leagues can expand their reach and gather important performance data. This not only powers short-term growth, but also unlocks future rights deals that are targeted, data-driven and more valuable.
How do you see the role of tech partners like LTN evolving in helping leagues package and scale their content globally?
Tech partners will play a critical role in enabling leagues to scale. Technology is evolving daily and having a partner dedicated to innovation allows leagues to focus on rights deals, brand growth and audience development. The best partnerships push both sides to innovate, ultimately raising the bar for the entire industry.
A big part of how we help is tackling the inconsistency challenge – often the first and biggest obstacle to monetising broadcast rights. Addressing the variability in production quality from one game to the next is critical. Delivering a consistent look and feel across audio, graphics and scorebugs is an essential step to packaging a high quality product for rights takers.
Are there misconceptions leagues have when it comes to digital distribution or rights packaging that you frequently encounter?
One common misconception is that it’s “too hard” to manage distribution independently, making it easier to just sign a big exclusive deal. But with today’s flexible, cost-effective technology, leagues don’t need to give away control. By partnering with tech providers, even smaller leagues can distribute content widely, experiment with packaging and maximise reach, all without overspending or sacrificing control.
The other big piece of advice I often give tiered leagues is to stop thinking small. Take bold decisions, bet on your brand and trust your potential. The pace of change in the industry is democratising access to foundational technology – making it easier than ever to bring live games to more screens and limitless audiences. The race for audience growth and revenue is opening up – and in many cases, new players are setting the pace.
