These sporting moments are more than just athletic achievements: they’re shared global experiences. And they’re only becoming more accessible and popular as ratings soar and conversations race around social media. For brands, it’s a winning opportunity to reach, engage and acquire audiences.

Why are sports fast becoming marketing’s new power play? And how can marketers capitalize on their magic moments?

All eyes on the game

Live sport is bucking every trend in traditional media. While TV ratings across most categories have tanked (down 26% since 2015 in the UK), sports are an exception. In the UK, ratings have only dropped by 3% in the last 10 years. And in the US, over 90 million viewers tune in to streamed sports at least once a month – up from 57 million in 2021.

The boom is largely thanks to expanded digital access and tech innovation. Fans now watch across devices like smartphones and consoles. Streaming platforms such as Amazon Prime and Espn+ which offer flexible, personalized viewing, are outpacing traditional TV. And broadcasters are enhancing experiences with augmented and virtual reality, and AI delivering real-time stats and predictive insights.

Playing the field – appealing to the new sports fan

These advancements, combined with rising investment in sports rights, are broadening global reach and drawing in younger, more diverse audiences. And those audiences are redefining viewership.

They follow players, causes, and creators – not channels or schedules – and expect personalized, culturally relevant experiences. They don’t just watch – they connect, share, comment, and buy.

Ralf Ollig, vice president of product – ad:s, from global sports technology brand Sportradar says: “In an age where attention is fragmented, sport offers a rare chance to reach people in emotionally charged, undivided moments. To connect with these fans, brands must be part of the moment, not outside observers.”

Timely, relevant cultural alignment isn’t optional: it’s essential for driving awareness, engagement, and purchase intent. Brands that respond quickly to cultural events see a 23% jump in purchase intent when acting within a week.

A new marketing playbook

As more people tune into sports, the sports marketing industry is booming. Traditional sponsorship still matters, but the highest returns now come from agile, data-informed activations that meet fans in their digital worlds, at the right moment, in the right format.

The global sports tech market alone is projected to grow by 21% annually, reaching over $40 bn by 2026. And brands from a wide range of sectors are increasingly investing in technologies like data analytics and fan engagement tools to better understand and connect with audiences.

The big change here is that brands no longer need massive teams and budgets to capitalize on the marketing potential of sporting moments. With a multi-channel approach, the latest programmatic technology, dynamic creative optimization tools, and fueled by extensive sports data, even niche moments can be monetized and amplified quickly.

The tech game-changer

The new sports adtech and martech era is helping brands not just show up, but do so with intelligence, speed and precision. For instance, Sportradar’s marketing services offers digital ads that dynamically adapt to sports moments and audiences, thanks to proprietary sports marketing technology and more than 20 years of sports data. Real-time insights into fans’ behavior, location and preferences combine with live sports data integrations to deliver ads as the action unfolds. Say, for example, a footballer scores in the final minute of an upcoming Fifa Club World Cup match: the tech can help brands react instantly, triggering hyper-targeted ads that capitalize on that exact moment – driving relevance and emotional resonance at the same time.

Tools like this also serve up greater brand exposure during games, offering improved ROI on sponsorship through enhanced digital activation. Meanwhile, real-time scores, stats and player insights can be used to fuel content marketing and advertising, making brand touchpoints more engaging and immersive.

For example, a high-profile team sponsor of a prominent NASCAR team worked with Sportradar to nearly double clickthrough rates for campaigns that leveraged race day moments versus standard campaigns. The campaigns’ creatives showcased the current, live race positions of sponsored drivers, ensuring ads were hyper relevant and engaging.

Ollig says: “This is a whole new sports marketing playbook – one that goes beyond mass exposure and into the realm of intelligent, real-time personalization. Brands now have the opportunity to tap into unprecedented levels of attention, emotion, and engagement. With the right tech, they can not only show up for the big moments, they can own them.”

Game tactics for marketers to capitalize on the summer of sport

• Move fast: The cultural window to make an impact is short. Plan for sports moments proactively, with dynamic creative that leverages sports data in real-time, so that campaigns deliver instantly during the moments that matter.

• Be relevant: Make sure campaign creative is tailored to the moment, to cut through the noise of the competitive marketplace. Dynamic creative optimization (DCO) tech can help here.

• Use the right tools: Technology from partners like Sportradar allows you to plan, activate and optimize campaigns around key events and moments with minimal lag and maximum impact.

• Think global, act local: Sport is global, but fandom is personal. Localization, backed by data, enhances resonance.

For more advice on turning sports into a winning moment for your brand, contact Sportradar.

Warner Bros. Discovery has announced a corporate restructuring, planning to separate into two distinct publicly traded companies.

This tax-free transaction is designed to allow each new entity to better leverage its specific strengths within the increasingly competitive global media landscape.

This move underscores a broader industry trend where large corporations are unbundling assets to achieve better focus and unlock shareholder value amidst evolving consumption habits and intensified competition for content and eyeballs.

Commenting on the announcement, president and CEO of the Streaming & Studios division, David Zaslav, said: “By operating as two distinct and optimised companies, we are empowering these iconic brands with the sharper focus they need to compete effectively.”

CFO Gunnar Wiedenfels, who will lead Global Networks, echoed this, stating the separation would energise both firms, allowing them to capitalise on specific strengths and financial profiles to drive shareholder return. This emphasis on a “sharper focus” directly addresses market demands for specialized business models in a fragmented media environment.

The Streaming & Studios division will encompass Warner Bros. Television, Warner Bros. Motion Picture Group, DC Studios, HBO, and HBO Max, along with their extensive film and television libraries.

The primary objective for this move is to drive revenue and profit growth by scaling HBO Max, which currently operates in 77 markets with further expansion planned through 2026.

This focus highlights the commercial imperative of direct-to-consumer streaming platforms in current media strategies.

Conversely, the Global Networks division will consolidate premium entertainment, sports, and news television brands, including CNN, TNT Sports in the U.S., and various major European free-to-air channels.

This entity will also include key digital platforms such as the Discovery+ streaming service and Bleacher Report.

The strategic aim for Global Networks is to capitalise on its strong market presence to pursue international growth opportunities while optimising its traditional channel assets to enhance shareholder returns, particularly within the lucrative sports broadcasting and live content segments.

The planned separation, expected to be finalised by mid-2026, aims to provide each new company with the agility required to attract an investor base aligned with their individual growth trajectories.

Both entities will maintain robust capital structures, supported by a substantial $17.5 billion bridge facility.

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HONG KONG SAR – Media OutReach Newswire – 12 June 2025 – The Hong Kong Polytechnic University (PolyU) took part in the world-renowned London Tech Week 2025 held from 9 to 11 June in London, UK, as the only participating university from Hong Kong. Four PolyU startups showcased their ground-breaking innovations in artificial intelligence (AI), advanced manufacturing technologies and healthcare solutions. The event attracted business leaders, industry experts and investors from around the world, providing the PolyU startups with valuable opportunities to explore potential collaborations and establish partnerships.

PolyU is committed to translating cutting-edge research into impactful solutions that address real-world challenges. Below are introductions to the four PolyU startups.

At the event’s panel discussion themed “Creating the Future from Campus: Why are University Spinouts so Important for Innovation?”, Prof. Christopher CHAO, PolyU Vice President (Research and Innovation), shared his insights into knowledge transfer, the nurturing of university spinouts, and the support and resources available to PolyU startups. Prof. Chao remarked, “Supported by PolyU’s signature startup ecosystem, PolyVentures, our startups are spearheading translational innovations that generate long-lasting global societal impact. Our ecosystem not only provides invaluable development opportunities but also fosters the international growth of our entrepreneurs. I am delighted to see PolyU startups shine at London Tech Week, inspiring global audiences with their creativity and determination to make a difference.”

This year, the London Tech Week attracted over 45,000 participants from more than 90 countries, including startups, technology giants, investors and innovators. The event provided a platform for startups to engage in person with venture capitalists, corporate investors and angel investors; promote their solutions on dedicated stages; connect with industry leaders at the forefront of innovation; and gain valuable insights from successful entrepreneurs who have expanded globally. For more information, please visit the event website.

Hashtag: #PolyU

The issuer is solely responsible for the content of this announcement.

Sky Sports is set to unveil AR graphics rendered in UHD on a dedicated pop up channel for the British & Irish Lions Tour

Sky Sports has announced a new look for coverage of the British & Irish Lions Tour, which begins in Argentina on 20 June. Sky Sports is set to unveil augmented reality (AR) graphics rendered in UHD on a dedicated pop up channel, as well as a great line up of commentators and pundits.

Fans will see Sky’s bold new look, developed in collaboration with a First Nations artist, blending indigenous art with advanced visual effects to create a truly cinematic experience that brings the spirit of the tour to life.

Real time AR graphics will allow pundits to break down key player stats and match insights live on air, offering deep dives into player analysis and selection dynamics.
Every Test will be broadcast in 4K UHD, ensuring fans at home enjoy the sharpest, most immersive viewing experience available.

To make it even easier for fans to follow the tour, Sky Sports Action will rebrand to ‘Sky Sports The Lions’ for each Test weekend. This dedicated pop-up channel will become the ultimate destination for fans, featuring live matches, iconic documentaries, and exclusive content. Every match will be live on Sky Sports or available to stream on your device instantly via Now.

Sky Sports expert analyst, Dan Biggar, said: “A Lions tour is the pinnacle of any player’s career, so to now be part of it with Sky Sports is incredibly exciting. Being on the ground, feeling the atmosphere, and sharing that passion with fans, combined with Sky’s top-tier analysis, lets us bring the game to life in a way that’s insightful, but still accessible for everyone watching at home.”

Jonathan Licht, managing director, Sky Sports, added: “The British & Irish Lions is one of the marquee events of the sporting calendar, and for this tour we’re raising the bar with an exceptional on-screen team. From legendary Lions to recently retired greats, we’ve assembled a line up of world-class talent who will bring fans closer to the action, sharing unique insights, expert analysis, and unforgettable moments. We can’t wait for the action to begin.”

Sky Sports has also revealed its on-screen line up for the British & Irish Lions Men’s Tour to Australia 2025, featuring a world-class team of former internationals and Lions legends.

Recently retired fly-half Dan Biggar brings fresh insight from the field, providing commentary alongside the unmistakable voice of the Lions, Miles Harrison. Joining the coverage in-studio and pitch side will be a stellar team including Ronan O’Gara, Will Greenwood, Kyle Sinckler, John Barclay, Conor Murray, Owen Farrell, Nolli Waterman, and iconic coaching masterminds, Warren Gatland and Sir Ian McGeechan.

Analysis will be anchored from Sky’s state-of-the-art studio, familiar to viewers of Monday Night Football, led by Sam Warburton, a two-time British & Irish Lions captain and the winning skipper from the 2013 tour to Australia.

Alex Payne returns to front the coverage, while Eleanor Roper will serve as roving reporter, delivering exclusive interviews and behind-the-scenes content as the Sea of Red descends on Australia following the Covid-impacted tour of South Africa. The studio experience will be a powerful fusion of innovation and culture.

Sky’s coverage of the tour kicks off with a historic first, the Lions’ inaugural match in Ireland against Argentina on 20 June, and runs until 2 August, when the Lions face the Wallabies in the third and final Test match in Sydney. With unprecedented access, expert commentary, and immersive storytelling, Sky Sports is the ultimate destination for British and Irish Lions fans this summer. Watch on Sky Sports or stream with Now.

dorsaVi DVL has secured an exclusive worldwide licence to a cutting-edge resistive random-access memory (RRAM) technology developed by Nanyang Technological University in Singapore. The proposed licence gives the company access to nine patent and intellectual property invention families encompassing advanced RRAM technologies developed by Professor Lew Wen Siang and his team at the university’s School of Physical and Mathematical Sciences. dorsaVi plans to integrate the technologies – which have broad applications across AI, robotics and wearable health tech, spatial computing (augmented, virtual and extended reality) and the Internet of Things (IoT) – into the company’s movement tracking platform. Movement analysis dorsaVi is a global leader in the field of human movement analysis technology for use in clinical applications, elite sports and occupational health and safety using wearable sensors. The company has built non-intrusive, AI-powered, high-precision movement tracking capabilities within its ViMove platform. The technology accurately captures, quantifies and assesses many aspects of detailed human movement and position outside of a biomechanics lab. Ultra-fast technology RRAM technology has the ability to deliver ultra-fast read/write operations while consuming minimal power, making it suitable for latency-sensitive, energy-constrained environments. Its non-volatile characteristics ensure robust data retention without continuous power supply and its high endurance, scalability and resilience make it ideal for wearables, IoT sensors and mission-critical edge computing nodes. dorsaVi believes integrating RRAM into its wearable movement tracking platform will make it a more efficient system and support the company’s mission to deliver smarter and faster sensors at lower costs with higher margins. Used in tandem with legacy NAND flash for mass data storage, it can allow for a low-latency hybrid system with extended battery life and prolonged device lifespan. Next-gen platforms dorsaVi chief executive officer Andrew Ronchi said the licensing agreement would give the company a foundation to build the next generation of intelligent, low-power sensing platforms. “We are not just upgrading our products—we are redefining what is possible with wearable sensors,” he said. dorsaVi has launched a $2.43 million two-tranche placement to advance the RRAM integration and support ongoing working capital requirements. The company will issue a total of 187.5 million shares at $0.013 each, representing an 18.75% discount to its last traded price and a 4.02% discount to the 15-day volume-weighted average price.