The media rights shake-up: A new arena for ambitious sports

It would be amiss to discuss traditional revenue streams in the modern sporting landscape without beginning with the true backbone of the industry: media rights. In 2023 alone, the global sports media market generated a staggering $56 billion – a testament to the value of live sport as premium content in an on-demand world.

However, this domain is undergoing a seismic shift that organisations cannot afford to underestimate. In a media environment more fragmented and competitive than ever, the dynamics of how and why rights are valued are being fundamentally rewritten. Gone are the days when a single broadcaster would pay a bulk fee for exclusive rights to an entire season. Today, the competition isn’t just between sports – it’s between platforms, formats and attention spans.

From channels to choices

The traditional model was relatively simple: if fans wanted to watch sport, they subscribed to a sports package from a provider like Sky. Viewership was siloed and the value was clear-cut. But now, the landscape is vastly more complex. Streaming platforms have not only entered the arena – they’ve redrawn the lines. Sports content is now distributed across a patchwork of services, each vying for attention in a world where content is abundant and consumer loyalty is fickle.

This shift is exemplified in the subscription-based model. Viewers are no longer tied to a single channel or platform – they subscribe to curated ecosystems of content. Sports must now compete within this ecosystem, not just against other sports, but against all forms of entertainment: reality TV, gaming, true crime series and viral content on social media. In this new attention economy, the value of media rights is no longer guaranteed – it must be earned. And that value is increasingly tied to cultural relevance and entertainment value, not just tradition or historical dominance.

The rise of the moment economy

One of the most profound changes in the new media landscape is the move from season-long deals to moment-based bidding. Rather than paying for every game in a league, platforms are strategically investing in high-impact events – games that draw massive audiences and cultural buzz.

This is a double-edged sword for sports organisations. On one hand, it allows the most valuable games to command premium prices, creating a bidding war among broadcasters and streamers. On the other, it challenges smaller clubs or sports to stay visible and relevant in a market that prioritises peak attention over consistency.

But this new model also levels the playing field. Sports that have historically been underserved in the media rights market now have a chance to punch above their weight – if they can capture the cultural zeitgeist.

Opportunity in the margins

Currently, football dominates, accounting for around one third of the media rights worldwide value. But, that means a full two third of the pie is up for grabs. And in a fragmented market where streamers are constantly looking for fresh, differentiated content to retain subscribers, sports that weren’t previously top-of-mind can now become key players – provided they adapt.

One of the most striking examples of this shift is the meteoric rise of Formula 1, propelled in large part by a bold media play: the Netflix documentary series Drive to Survive. Launched in 2019, the series peeled back the curtain on the sport, giving fans unprecedented access to the personalities, rivalries and high-stakes drama behind the scenes. It wasn’t just for gearheads – it was gripping storytelling.

The results speak for themselves. Drive to Survive didn’t just boost awareness – it redefined F1’s audience. The U.S., previously an underdeveloped market for the sport, quickly became a growth engine. Perhaps more notably, the number of female viewers doubled in four years, proving that great content can expand both reach and demographic appeal.

The effect on media rights was equally dramatic. From 2018 to 2022, ESPN broadcasted F1 in the U.S. for essentially $0. By 2023, that figure had skyrocketed to $75–90 million annually. And by 2025, rights are projected to reach $150–180 million per year. While this still trails behind more established domestic sports like NASCAR (whose media rights are worth $8 billion over 7 years and across multiple streamers), the trajectory is undeniable – and instructive.

Lessons for the rest of the sports world

The success of F1 offers a clear playbook: sports organisations must rethink how they tell their story. While not every sport needs a docuseries, all sports must consider how they can evolve their offering to attract and engage new audiences. This could include:

• Creating emotionally engaging content that reveals the personalities behind the players.

• Innovating the game format or broadcast experience to cater to younger audiences or digital-first consumption.

• Activating fan communities online through social media, fantasy sports or influencer partnerships.

• Making the sport more accessible, both in how it’s viewed and in how it’s played or followed globally.

Sports organisations must resist the temptation to rely solely on legacy or tradition. In the new media landscape, relevance trumps heritage.

The role of Elixirr

This is where Elixirr comes in. We work with forward-thinking sports organisations to navigate this rapidly evolving environment – not just to adapt, but to lead. Using design thinking and a deep understanding of consumer behaviour through our Research and Insights team at Hypothesis, we help unlock new sources of value through innovation, storytelling, and strategic reinvention.

Whether it’s helping a rights-holder reposition its product for new audiences, advising on digital fan engagement strategies, or co-creating content formats that resonate in a streaming-first world, Elixirr is the partner that helps you reimagine

The sports media rights market is no longer a fixed playing field – it’s a living ecosystem. And those who dare to evolve will find themselves not just surviving—but thriving. Because in today’s game, the greatest win is attention – and attention is earned.