Ep.25: Sebastien Audoux: 5 wishes for 2024 to Grow Sports Globally

Rethinking Sports Media for the Next Generation of Fans Veteran sports media executive Sebastien Audoux recently shared his thoughts on innovations needed to engage the next generation of fans. Speaking on the “A Guy with a Scarf” podcast, he highlighted five areas where rights holders and broadcasters must embrace change to stay relevant. French Football Media Rights While the focus has been on money, Audoux argues “how are we going to storytell french football” is more important long-term. As an outsider league, France’s Ligue 1 needs a bold vision to grow - the expected investment from CVC Capital Partners provides that chance. Global Deals Like MLS and Apple The recent MLS rights acquisition by Apple TV+ brings a tech disrupter together with a challenger league. This creative partnership can rethink content strategies without being encumbered by legacy approaches. Audoux wants to see more innovative global deals emerge. Changes Coming in Professional Golf Golf faces existential threats, but disruption can breed opportunity. Audoux believes private equity and sovereign wealth fund investment in the breakaway LIV Tour forces change around a more cohesive, entertainment-focused world tour. Direct-to-consumer strategies may also emerge. Sports as Entertainment in Europe Despite innovation in US sports media, Europe clings to tradition according to Audoux. He argues “you shouldn’t put tradition against entertainment” as sport competes for leisure time. Adopting a media product mindset focused on quality and appeal is essential to win fans. Embrace Generation Z Don’t assume Gen Z holds no interest in sports. While their habits are different, they remain engaged. Rigid adherence to existing broadcast models risks losing their attention. Willingness to tailor experiences to new behaviors is paramount. As Audoux concludes, across these five areas and beyond, “You cannot apply the old recipe to this very different world.” Incremental change is not enough - sports media must push creative boundaries with technology partners to provide the next generation the content they crave or risk irrelevance.