The evolution of sports content consumption, as we have already explained in this article, is gradually shifting towards content creators and increasingly innovative digital platforms. Traditional media are now competing with players capable of engaging new generations using fresh and dynamic communication codes. This was the main topic of the panel “Creator contamination in the sport rights and entertainment landscape“, held during the SFS.

On stage at the Football Stage, industry experts shared their insights. Speakers included Andrea David Rizzi – Head of Sports & MediaCo Partnership for Italy & Portugal YouTube -, Agnese Nespoli – Creator YouTube League and Kings League -, Nicola Frega – Senior Off Platform Manager DAZN -, and Fabio Machado De Medeiros –Head of content CazèTV -. The discussion emphasized the importance of continuous collaboration between creators and sport rights holders to engage today’s and future fans.

“Working with major broadcasters offers incredible professional growth opportunities, as well as being highly stimulating in terms of creativity and content production”, said Agnese Nespoli, also known online as “Lasagna”. This path – involving creators and influencers – also benefits platforms like DAZN, which seek to expand their audience by incorporating innovative elements into traditional storytelling. “The important thing is for the football industry to be open-minded and sustainable. Artistic contamination is an indispensable added value”, stated Nicola Frega.

The challenge is not insignificant, given the evident gaps in tone of voice and fanbase between these two seemingly distant worlds. The panel emphasized the importance of seeking a professional balance aimed at diversifying the messages sent to their target audience and adapting content to the distribution channels.

A compelling example was provided by Fabio De Medeiros, who shared the experience of CazèTV, a YouTube channel specializing in sports event broadcasting. Founded in 2022 by streamer Casimiro Miguel, CazèTV broadcast the last Olympics on its digital platforms, positioning itself as a true competitor to Brazil’s TV Globo, the country’s main network. “The most important Brazilian and international brands wanted to associate their names with our product because of our ability to connect with and engage a young audience”.

The numbers from the Olympics are staggering: 500 hours of live sports broadcasting and 130 million interactions, with 57% of the audience aged 18-34 years.

What’s next for these new media? While the future remains uncertain, the panel ended with a shared takeaway: breaking cultural prejudices surrounding digital professions emerging with new technologies. Authority and professional responsibility do not change with evolving work conditions.