Aug 10, 2026 · 56 min · 11 segments
Sport’s best content doesn’t happen by accident. Behind every viral clip, every campaign that cuts through, every piece of creative work that moves the needle commercially, there's a person, a team…
Melissa LawtonGuest
Gabby Vidal CastilloGuestMichael LongHostI think you've kind of neatly answered my next question, which was why short-form content is deemed to be so important today, I think, from... certainly from the rights holder and from the content publisher, distributor, creator perspective.
You know, we've seen it go from this kind of nice-to-have, this industry conversation around short-form content being, okay, we need to keep fans engaged, grow our audience and our profile and visibility between live broadcasts, live events, et cetera.
But it's now this real kind of core output that is kind of, for many, from a fan and audience perspective, It's not only it's not just your first impression of an organization.
It's sometimes your only impression of an organization is through that what appears on your social feed.
So, yeah, clearly, there's this kind of rising importance in producing this stuff and and, you know, getting people to engage with it.
How, how, how quickly are people cottoning onto that? Do you think people are there now on both sides of the Atlantic? You know, not just, you know, we see the way the American major leagues approach short form content.
It's very advanced, very sophisticated kind of networks of creators and on game days, producing a high volume of content around every event they do.
um and distributing it across channels through athletes through partners etc um does that translate across the pond and around the world is everyone on board with that now and can we move the conversation on now to just you know it's not about you know there is no question now that this is where content operations is headed and this is where people need to invest
And for me, when I realized that it had really gone from, you know, when I was at Red Bull and it was like fun and disruptive and we did all this stuff.
That was consistent, authentic, relevant, and engaging, you know, all of that sort of stuff.
We were coaching people like up until five years ago, you should do like convincing people, we should do this.
Now you see broadcasters putting short form content as a key part of their strategy to retain audiences or, or bring new audiences in.
And you know, like it's the conversation's over and, You have to have that piece of content that alerts someone who didn't know about you into knowing about you, something about you or caring a little bit.
What are we doing? What is this? You know, all of those questions help people walk through that door after ringing the doorbell.
I think you've kind of neatly answered my next question, which was why short-form content is deemed to be so important today, I think, from... certainly from the rights holder and from the content publisher, distributor, creator perspective.
You know, we've seen it go from this kind of nice-to-have, this industry conversation around short-form content being, okay, we need to keep fans engaged, grow our audience and our profile and visibility between live broadcasts, live events, et cetera.
But it's now this real kind of core output that is kind of, for many, from a fan and audience perspective, It's not only it's not just your first impression of an organization.
It's sometimes your only impression of an organization is through that what appears on your social feed.
So, yeah, clearly, there's this kind of rising importance in producing this stuff and and, you know, getting people to engage with it.
How, how, how quickly are people cottoning onto that? Do you think people are there now on both sides of the Atlantic? You know, not just, you know, we see the way the American major leagues approach short form content.
It's very advanced, very sophisticated kind of networks of creators and on game days, producing a high volume of content around every event they do.
um and distributing it across channels through athletes through partners etc um does that translate across the pond and around the world is everyone on board with that now and can we move the conversation on now to just you know it's not about you know there is no question now that this is where content operations is headed and this is where people need to invest
And for me, when I realized that it had really gone from, you know, when I was at Red Bull and it was like fun and disruptive and we did all this stuff.
That was consistent, authentic, relevant, and engaging, you know, all of that sort of stuff.
We were coaching people like up until five years ago, you should do like convincing people, we should do this.
Now you see broadcasters putting short form content as a key part of their strategy to retain audiences or, or bring new audiences in.
And you know, like it's the conversation's over and, You have to have that piece of content that alerts someone who didn't know about you into knowing about you, something about you or caring a little bit.
What are we doing? What is this? You know, all of those questions help people walk through that door after ringing the doorbell.
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