The Next Era of Sport Engagement: Authenticity, Live Moments and Fandom

The sporting landscape is evolving, and so too are the rules for connecting with fans.  

In attendance at Leaders Week London, we observed first-hand how some of the most influential voices in sport, media, and entertainment are adapting to these shifts.  

Across the panels, a few clear truths emerged. Authenticity resonates, sport’s ability to unite and captivate remains unmatched, and growth comes from reaching new fans in inclusive, innovative ways. The conversations revealed not only where sport is today, but where it is heading, and the following takeaways are as much about the mindset you need to adopt as the strategy you need to roll out. They remind us that being bold, showing up with purpose, and embracing the opportunities that change presents are key to connecting with fans and shaping our industry’s future. 

Defining Authenticity  

It’s easy to view authenticity as just another buzzword. But what does it mean for us as an industry? And how can we apply the lessons learned by others to ourselves? Understanding how to retain authenticity is crucial if you want to make an impact and cut through to new audiences. 

One iconic brand that knows the importance of staying true to one’s identity and values is Ferrari. Speaking on the Brand Royalty: The Playbook for Iconic Sports Identities panel, Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari, explained authenticity as being “consistent to our values and [ensuring] our messaging is not diluted for the sake of likes or comments,” emphasizing the importance of staying true to yourself and your values when telling a brand story. 

Staying true to brand values is important, but it is not the only way to project authenticity. Meeting fans where they are and speaking in a language that resonates with your audience is also key. Speaking alongside Lorenzo, Susan Goodenow, EVP Brand & Public Affairs, Chicago Bulls expanded on what authenticity means for brands describing how showing up where people are and using the relevant voice in that domain, whether it is on a particular digital platform, or neighborhood, relating to that specific audience, and telling your story in a particular way is crucial.  

The importance of showing up in the right space, at the right time, and in the right way was a theme echoed by IMG’s Charlotte Winter and Steve Rudge. Reflecting on IMG’s work on EWC Spotlight, they highlighted the benefits of engaging a diverse fan base across the Esports World Cup. From set design to on-screen talent and host delivery, every element was carefully orchestrated to create authentic moments that resonated with audiences.  

By centering the conversation on the show’s guests’ personal experiences with video games, the production tapped into human truths, elements that naturally brought the show’s chat format to life and fostered genuine engagement.  

In an era of fragmented attention, engagement is earned not just through visibility, but by creating moments that feel personal, relevant, and rooted in the audience’s interests. Strategic presence, when paired with authentic storytelling, transforms a broadcast from content into connection.  

Pete Radovich, 45-time Emmy Award winner and VP Production & Senior Creative Director, CBS Sports, spoke to the power of authenticity, adding that boldness plays a crucial role in truly demonstrating it. The old “content is king” adage may still be true, but Radovich warned against content for content’s sake: “If you’re just doing content, God bless. You’re checking boxes, but you’re not cutting through.” Instead, he emphasized the importance of boldness and taking risks to connect with fans. This approach, he argued, would create fresh narratives, tapping into emotion to harness fans’ attention and engagement.  

It’s clear that authenticity can take many forms, but its foundation remains the same. Fans don’t respond to gimmicks — they respond to honesty. When brands stay true to their values, understand their audiences, and show up with intent, authenticity becomes a behavior. And in a landscape where audiences can see through everything, that’s what truly earns attention, trust, and lasting connection.  

Sport’s value remains unmatched  

According to NFL Commissioner Roger Goodell, “Sport has risen now to a point where it is the most valuable content out there.” And with the growth of sports IP across the world, it’s hard to disagree. 

Sports deliver something few other formats can replicate – real-time, unscripted drama with a guaranteed audience. Sport’s cultural relevance can’t be paused; viewers want to witness the outcomes unfold live. This makes sport one of the only forms of content that audiences schedule to watch in an era where on-demand streaming dominates. 

The value sport brings to communities cannot be overstated. Speaking about its unmatched ability to capture hearts and minds was David Evans, Commercial Director at United Rugby Championship, who explained that because sport is live, unpredictable, and shared in real time; it creates moments that happen once, and that sense of immediacy is impossible to replicate.  

People are drawn together to experience those moments, and sport provides the perfect stage for that connection. When live action meets co-viewing, satisfaction levels rise, and audiences become more receptive to the environment around them, including advertising. For brands, this creates a powerful opportunity. With audiences more open to marketing messages in these emotionally charged moments, the return on investment naturally grows. As co-viewing becomes more integral to the fan experience, sport’s role as a catalyst for collective engagement and commercial impact will only continue to grow.  

In a world where attention is fleeting, sport remains one of the few things people still gather for. It’s live, unpredictable nature continues to bring communities together and offer brands a genuine stage for cut through. The formats may evolve, but the pull of the live moment and the shared emotion it creates will always define sport’s lasting power.  

Expanding and redefining fandom 

Unsurprisingly, growing fandom was a recurring theme throughout many of the sessions at Leaders Week. Across panels and conversations, the idea that accessibility and inclusivity are key to unlocking growth shone through. For rightsholders and brands, that means expanding reach and redefining what it means to be a fan. 

Women’s sport continues to lead this evolution. The success of recent major events such as the UEFA Women’s EURO 2025 and the Women’s Rugby World Cup 2025 have only accelerated that momentum. As Sue Day MBE, former Red Rose and now Director of Women’s and Para Football at The FA, noted: “The major events probably matter even more in women’s sport than in men’s sport because there’s an awareness gap. Every little boy grows up knowing there’s a space for him in sport…but we haven’t been giving women and girls those messages. We must work out how we cut through that and help them understand that there is a place for them.”  

The NFL is also looking to accessibility and inclusion to drive new audiences. Speaking about flag football’s upcoming Olympic debut, NFL Commissioner Roger Goodell highlighted how participation fuels fandom: “To me, the most exciting aspect of it is being able to share your game and let people play it. We have 20 million kids playing flag football globally, and that number’s growing fast. The Olympics will be important, but the biggest driver of that growth is the women’s game, which we’re incredibly excited for.” 

Of course, growing communities now extends far beyond the field. For many sports, accessibility also means presence in digital and virtual worlds. NASCAR’s Nick Rend, VP of Interactive & Emerging Platforms, spoke about redefining fandom through platforms like Roblox: “A fan isn’t just someone buying tickets. It’s much broader than that.” 

Through digital engagement, NASCAR is meeting new audiences where they are, whether that’s buying virtual liveries on Driving Empire or sharing content online. As Rend put it: “We’ve seen this coming for a while, the shift to being present in both the real and virtual worlds. My advice is to get on board now, or it’ll be much harder to reach and engage this audience.” 

Growth will always be a priority. But sustainable growth depends on identifying what matters most. Success lies in education, inclusivity, and meeting fans where they are: in stadiums, on local pitches, online, and across emerging platforms. The organizations that translate their message effectively, create authentic engagement, and embrace both traditional and digital spaces will be best placed to grow their communities – and shape the future of sport. 

Conclusion 

Collectively, the industry agrees that sport’s value lies in its ability to connect people in real time while adapting to changing audiences and platforms. Authenticity and inclusivity are central to building trust and engagement, while strategic presence across live, digital, and emerging spaces expands reach and relevance. The organizations that combine these elements – understanding fans, staying true to their values, and embracing innovation – will not only grow their communities but define how sport evolves in the years ahead.