In an era defined by shifting attention spans and a fiercely competitive entertainment landscape, sports properties are facing a defining moment. This is particularly true for traditional rightsholders. As new formats like The Hundred, the Kings and Queens Leagues, Baller League, TGL, and ATHLOS have burst onto the scene, they are not just playing a different game; they are changing the rules of engagement.
For rightsholders, the question is no longer if you should adapt, but how. These new formats are doing something right. They're captivating younger audiences, commanding digital attention, and creating communities at a pace many legacy sports envy. Understanding what fuels their success, as well as where they fall short is essential for the evolution of traditional sports.
The new playbook: what’s working?
Fast, fluid, and format-friendly
One of the defining features of formats like The Hundred (cricket) or Grand Slam Track (track athletics) is the combination of brevity and ease of understanding. By condensing playtime and emphasizing action, they’ve tailored their formats for digital consumption, on-demand viewing, and new audiences. TGL’s virtual golf league, backed by Tiger Woods and Rory McIlroy, goes even further by melding tech and sport to redefine what a “match” looks like on screen. Shorter formats with built-in moments of drama make sports easier to follow, especially for fans consuming via mobile or second screen.
Digital-native and creator-driven
Leagues like Kings League and Baller League have embraced the creator economy. With influencers, streamers, and ex-pros playing central roles, they are tapping directly into the attention networks of younger fans. Crucially, it is not just on the field where the big names are, but also off the pitch with managers and viewers, building storytelling across the league and ecosystem. Fans aren’t just viewers now; they’re part of a community built on interaction, personality, and memes. Traditional leagues should consider the role that players, coaches, and fans have as content drivers, not just participants.
Rule innovation and fan control
New formats are fearless when it comes to reinventing the rulebook. Whether it’s Kings League’s “secret weapons” (random in-game advantages) or Unrivaled’s unique 1-on-1 tournament, these properties aren’t shy about breaking tradition. Fans aren’t just watching, they're often voting on rules, substitutions, or penalties in real time. Interactivity is a feature, not a gimmick, which gives fans a sense of influence and investment that static formats can't replicate.
Entertainment-first presentation
These formats know that they’re in the entertainment business. From walk-on theatrics in ATHLOS to the high-production value of TGL’s tech-enhanced arenas, the show matters as much as the sport. Queens League and Kings League, for instance, often resemble live concerts or gaming events more than traditional matches. Production value, musical integration, camera work, and on-screen graphics can make or break modern fan engagement, especially on platforms like TikTok, Twitch, and YouTube.
What traditional sports should rethink
- Format fatigue: Games that run too long or rely on slow build-ups are losing younger viewers. Think about how to carve out parts of pre-match, post-match or parts of the season for new audiences, or consider how a shorter format can be created through sub-events or production formatting.
- Distribution models: Relying solely on linear broadcast leaves out younger fans who live on digital and social platforms. Free, live, vertical video formats will become crucial.
- Talent access: Traditional sports need to loosen the grip on athlete media access and increase the resource for digital short-form. Behind-the-scenes, real-time, and unfiltered content is what today’s fans crave.
- Gamification and interactivity: Whether through fantasy leagues, live polls, AR filters, or loyalty schemes, traditional sports should explore ways to make fans participants and not just viewers.
What new formats can learn
Whilst they are leading the way in disruption, many new leagues lack historical legitimacy, competitive depth, or consistent storytelling. They must balance entertainment with authenticity: fandom requires emotional depth, not just novelty. An over-reliance on gimmicks can dilute the perceived seriousness of the competition. There’s a fine line between disruptive and frivolous, which these leagues need to tread. For longevity, new formats must show they can evolve into credible sports ecosystems, not just a passing spectacle.
New formats have succeeded in capturing attention, especially among younger and newer audiences, but sustaining that interest over time presents a different challenge. Many lean heavily on viral appeal. Without competitive integrity, consistent narratives, or meaningful stakes, they could risk becoming disposable content rather than enduring sports properties.
Attention can be easy to earn once but loyalty is harder. Emotional engagement in sports comes not just from entertainment, but from connection: stories of struggle, passion, and progression. New formats need to go beyond highlight reels to develop consistent storytelling arcs around athletes, teams, and league journeys.
For new formats to grow beyond being “cool right now”, they need to pair their disruptive energy with deeper structures, richer stories, and authentic emotional resonance. That’s what turns a viewer into a fan, and a fan into a lifelong supporter. And that is what traditional sports need to retain.
The call to action
Senior executives must ask themselves “Are we optimising our product for future fans or just preserving it for past ones?”.
Explore how to simplify, speed up, or modernise the product to better resonate with younger, digital-native audiences whilst not alienating traditional fans. The goal isn’t to abandon tradition but to adapt it before your audience moves on.
Traditional sports benefit from deep-rooted rivalries, generational loyalty, and well-defined competitive hierarchies. Continue building lasting fan engagement through competitive structures, player development, and recurring narratives that matter. But consider how these stories and moments can be told in a way that resonates with digital-first audiences.
The recommendation is clear: conduct a deep audit of your fanbase, understand how they are engaging, and consider how this fits with your sport’s content and broadcast formats. Identify opportunities to:
- Shorten or restructure live experiences for digital-first audiences
- Integrate interactivity and social media-native content
- Rethink storytelling around players and personalities
- Experiment with event formats or rule modifications in controlled environments
Just as younger fans are redefining how they engage with sports, the most successful properties will be those that redefine themselves before someone else does.
Whether you’re looking to explore a new content model or test out formats that work for younger audiences, we can help you move from idea to action. Reach out.
