The Attention Shift

A fast take on the creator-driven Super Bowl weekend and why creators clustered around flag football. A look at flag football’s Olympic push and creators as low-risk, shareable talent. A debate over YouTube’s TV ambitions, measurement withdrawal and how missing metrics hurt creators. The outrage over ITV’s picture-in-picture Six Nations ads and whether that format can be fixed.

Why are the world’s most powerful sports organisations suddenly comfortable with losing control of their distribution? In this episode of The Attention Shift, Ed and Jo break down the NFL’s massive creator-led Super Bowl strategy and why "distributed influence" is the new distribution model. From Manchester United's pivot into scripted Hollywood drama to the BBC's historic "YouTube-first" deal, we explore why the old models of distribution are breaking—and what's coming next Hosted on Acast. See acast.com/privacy for more information.

Why is the industry pouring record-breaking sums into sports sponsorship when the majority of marketers admit they can't actually track the results?The Attention Shift team debates the uncomfortable reality of "fuzzy" sports sponsorship ROI and the critical shift from passive visibility to active storytelling. Hosted on Acast. See acast.com/privacy for more information.

How do you turn a 142-year-old football club into a tech-led global brand without losing what makes it special?Joe Darkins, Burnley FC's first-ever CTO, reveals the reality of football's digital transformation; from fixing broken Wi-Fi to building a single view of the fan, stopping ticket touting, and making cyber security the club's top priority. This is what happens when a historic, community-focused club decides technology isn't just nice to have, it's crucial to its survival. No buzzwords, just the real work of connecting data, serving local fans, and scaling globally without selling your soul. Listen and let us know your take. Hosted on Acast. See acast.com/privacy for more information.

Engaging discussions explore the impact of second-screen usage on creativity and storytelling in TV. The hosts react to Jameela Jamil's viral comments and argue against the trend of 'dumbing down' content for mobile audiences. They debate shrinking attention spans versus selective viewing, highlighting how immersive experiences can enhance loyalty. From participatory formats to the unique habits of sports fans, the conversation delves into how to better integrate second screens without sacrificing quality. A lively 'Hot Take' challenges the value of multitasking versus focused attention.

Tony Pastor, co-founder of Goalhanger and former ITV producer, dives into the exciting world of sports media. He reveals insights into the explosive growth of Goalhanger and its transition from audio to video-first content, especially with the Netflix World Cup partnership. The discussion highlights the evolution of podcasting, challenges in rebranding, and the shifting dynamics between creator-led content and traditional broadcasting. Pastor emphasizes the importance of community engagement, interactivity, and innovative formats in attracting modern audiences.

In this engaging discussion, Andy, founder of Sports Pundit and mastermind behind the innovative Speakers Only event, shares insights on reshaping the sports media landscape. He highlights the importance of interactive formats, where every attendee speaks, fostering a candid atmosphere. The conversation dives into how legacy organizations can learn from non-sport sectors, the challenges of fan data, and the significance of engaging younger fans. With plans to expand, Andy emphasizes boosting sports loyalty and participation through fresh, cross-disciplinary ideas.

Who truly holds the power in the attention economy? Lee, Jo & Ed dive into Ed's brand new report, The Great Attention Shift and the urgent need for sports media to evolve.They discuss how to move from one-way broadcasting to profitable content co-creation. Featuring insights from The Great Attention Shift Report and examples like Bryson DeChambeau & the Kelce brothers, they dissect the challenges every content business is currently facing: how do you unlock new revenue streams without compromising authenticity? Listen and join the chaotic discussion. Hosted on Acast. See acast.com/privacy for more information.

Is the price of global success worth the soul of the beautiful game? On this episode, Lee, Jo & Ed debate if football clubs are sacrificing their local fan loyalty for global commercial riches. The real challenge? Fan engagement, and how to unite, balance maintaining a relationship with loyal, local supporters while maximising commercial opportunities with massive international audiences in a digital world. Listen and join the chaotic discussion. Listen and let us know your take. Hosted on Acast. See acast.com/privacy for more information.

In this episode of The Attention Shift, hosts Lee Rabourne, Ed Abis, and Jo Redfern dive deep into the multi-billion-dollar question that is defining the future of sports: Who owns the modern sports fan's data?As 70% of sports organisations report fan data as their #1 growth driver, the scramble is on. But why are clubs and leagues only playing catch-up now, and are they trying to genuinely improve the fan experience, or is it "another opportunity to screw them?" Listen and let us know your take. Hosted on Acast. See acast.com/privacy for more information.