Catering to the modern sports fan

The leading provider of sports media content in North America recognised seismic shifts taking place in how people consume and interact with sports content, and wanted to  remain on top of the cultural shifts to ensure their content reflected and maintained its relevance.  

We helped them understand and plan for this through a robust and forward-thinking exploration of current sports fan behaviours, combined with comprehensive deep-dives into both  existing content and relevant competitor offerings. Through digital diaries & in-home ethnography, plus expert interviews, we delivered a model for understanding the needs met by today’s sports content as well as 3 strategic opportunity spaces for future content development.