Each new year brings a sense of opportunity. For sporting organisations, 2025 presents a unique chance to innovate and elevate how they connect with fans, engage athletes, and deliver value to stakeholders. Here are five areas where a focused effort can make a big impact:

‍

1. Athlete Partnerships

It's time to rethink how athletes are involved in content. The days of awkward "Get your tickets now" videos should be left in the past. Fans resonate most with athletes - they're the heartbeat of sport. In 2025, let's see genuine collaborations where athletes and teams co-create content that fans truly care about. Authenticity beats box-ticking every time.

‍

2. Maximising Access

The sports content space is more crowded than ever. Teams are no longer just competing with each other but with broadcasters, podcasters, vodcasters, publishers, and even fans. The key to standing out is access. Exclusive, behind-the-scenes moments that bring fans closer to the action cut through the noise. Focus on creating experiences that can't be replicated anywhere else.

‍

3. Investment in Creative

In today's world, good creative isn't just expected - it's demanded. Fans want content that excites, inspires, and is worth sharing. If you're in an Australian sporting organisation and managing creative budgets, take a hard look at examples from the University of Tennessee, Tampa Bay Buccaneers, and Boston Celtics. They’ve raised the bar. It's time to reassess how much you're investing in creative teams and content production.

‍

4. Harnessing AI

AI dominated conversations in 2024, but it’s time to go beyond talk. AI can handle low-value, labour-intensive tasks, freeing up human hours for high-impact work like fan engagement, social media strategy, and creative ideation. Teams that embrace AI strategically will find themselves better equipped to deliver content and experiences that matter.

‍

5. Branded Content Leverage

Branded content evolved significantly in 2024, and the shift will only accelerate. Leagues and teams are beginning to understand how to create meaningful partnerships with sponsors, moving beyond logo placements to deliver content that fans actually value. Sponsors who align with the fan experience will see the greatest returns - and so will the teams who prioritise those collaborations.

‍

The Road Ahead

2025 is a chance for sporting organisations to push boundaries and adapt to a rapidly changing landscape. By prioritising athlete-driven content, exclusive access, creative investment, AI innovation, and smarter branded partnerships, teams can stay ahead of the curve - and closer to their fans.

‍