SVG Europe’s Will Strauss with Lewis Wiltshire, SVP and managing director of digital at IMG
SVG Europe welcomed some 200 people to the Digital Sports Summit on Wednesday, where the strategies, tools, techniques and technology required to successfully create and distribute social, mobile and streamed sports content where explored.
After opening remarks from George Lopez, head of global operations at title sponsor Tata Communications, attention turned to IMG’s Digital Trends Report 2025.
In a presentation and fireside chat, Lewis Wiltshire, SVP and managing director of digital at IMG, outline the technologies and developments that are expected to shape the sports media landscape for rightsholders over the next 12 months. First up was the notion of a “first” or “second” screen, with Wiltshire emphasising the parity between larger screens and mobile devices.
He said: “There are more than 7bn mobile phone contracts globally…so this is not ‘second screen’ tech. We’re not saying it’s become the ‘first’ screen, we just don’t think there is a hierarchy.
Wiltshire also spoke about 2025 being the true era of wearables, and the impact of connected glasses and spectacles that are equipped with cameras on the capture of content. And he also spoke about the changing nature of search, with people now – thanks to AI – expecting answers rather than a list of results.
The session then shifted to a ranking of publishing platforms, with YouTube taking top sport thanks largely to its monetisation options for content owners.
Kahlen Macaulay, head of international sports partnerships at Snapchat (pictured, below), then shared how sports broadcasters, federations and other rights holders/owners and brands can successfully make use of the platform, particularly to reach younger viewers.

Macaulay spoke about how Snap has moved beyond a platform for video content teams to something that can “drive marketing and affinity”.
“Adidas, Nike and a host of luxury brands understand that it’s not about selling product straightaway, it’s about brand building. Sky Sports, for example, know they aren’t going to get a 15 year-old to take out a subscription, but it’s about building that relationship.”
Next, Tom Halls, SailGP, director of social, Patrick Burch-Lovell, European Tour Productions, creative director, original and branded content, Alexandra Willis, the Premier League, director of digital media & audience development and chair Richard Craig-McFeely explored strategies for engaging sports fans with short-form content, taking a detailed look at how federations, leagues and broadcasters alike can use Instagram, TikTok, and other social media platforms to attract, retain, monetise and engage with sports fans.
And then, before breaking for lunch, the International Tennis Federation (ITF) and Reuters Imagen shared how they digitised and centralised the federation’s content library, with Kirsten Lincoln, Reuters Imagen, senior account manager, Tabitha Horsefield, ITF broadcast operations project lead and Eoin Kelly, ITF senior media rights manager exploring the journey from siloed management to a searchable, cloud-based platform.
After lunchtime networking, a fireside chat: with Tim Cocker, founder of Eggchasers Rugby (pictured, below), revealed how – and why – the podcast and YouTube channel acquired the rights to second tier French rugby union, the Pro D2.

Cocker spoke about adopting an “I’ll do it myself” approach, which when combined with the forward-thinking approach of French rugby authorities, resulted in the acquisition of a year long deal to air Thursday night matches live on his YouTube channel to viewers in the UK and Ireland.
Next up was a panel comprised of Colin McKevitt, Badger & Combes, MD & Lancashire CCC CIO, Duncan East, Buzz 16, MD, Joshua Barnett, After Party Studios, MD, Ed Abis, Dizplai, CEO plus chair and consultant Tom Bowers, who delved into the world of watchalongs, exploring why people want to shape content as well as watch it, and how best to enable more involved viewing experiences.
Leaning on his experience of working with the FA on the Women’s Super League (WSL), Little Dot Sport Partnerships Director David Scriven provided expert insight into how to launch, manage and run a YouTube sports channel.
And then, taking into account the sessions that preceded it, Scott Miles, Sky Sports, head of content delivery, Donald Sievewright, Matrox, EMEA director of sales and Alex Ferris, LucidLink, senior director of solutions engineering explored how content hubs can streamline the distribution of sports video across multiple platforms.
The day wrapped up with a special showcase session in which Rachael Burford, head of women’s rugby at the Rugby Players Association (RPA), and HBS/Skroller general manager Jamie Aitchison discussed how and why female rugby players are becoming digital content creators: a move that is both helping clubs and leagues resonate with new and different audiences, and also supporting current and former players as they persue new career paths beyond the game.