For a sport to grow globally today, it must have a strategy to connect with fans in multiple ways. Television used to be the most important way which fans watched sports, but as the cable and satellite TV subscription model has fallen apart in the last few years, there is increased focus on digital platforms. Streaming video, social media, and web search technologies help fans and sports to connect together in the marketplace today, and we no longer talk in terms of fans “watching” sports, but rather, we talk about how fans “consume” the content which sports produce. This is why image rights – which is the basis for the revenues of all different kinds of broadcasts – is so important!

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