How to scale content operations for emerging sports federations

Tell’s CEO and new managing director make an effective duo, bringing together technical production and broadcast expertise to the helm of the young company.

Tom Ellis started Tell in 2021, leaning on 10+ years of work in technical production across many sports, honing his craft at live sports events across the world.

Fast forward four years and two international offices, Ellis brought in Jack Nicklin to act as managing director and develop the company further. Nicklin brings with him 15+ years of experience working across sports teams, brands and federations to shape and execute their broadcasts.

Here they tag-team to discuss content operations for emerging sports federations and how it might be scaled effectively.

How has the landscape of sports broadcasting changed in recent years?
Ellis: “The industry has undergone a fundamental shift, largely due to software-driven production systems and open-source protocols like SRT (Secure Reliable Transport). Traditional reliance on broadcasters and expensive infrastructure is being replaced by agile, cloud-based workflows. This change has lowered entry barriers and created a compelling opportunity for emerging sports federations to take ownership of their own production and distribution.

Tom Ellis

“A lot of these changes came to the forefront in the pandemic, when we were all forced to rapidly pivot to at-home remote production. The accessible technology and the workflows put in place there still apply and are being used daily around the content creation space.”

What does this mean for federations that don’t have large, traditional broadcast deals?
Nicklin: “It’s a significant opportunity. Without being dependent on legacy broadcasters, federations can now control how and where their content is delivered. This autonomy allows them to amplify their reach, accelerate digital growth, and when paired with their deep audience knowledge and data create more valuable sponsorship opportunities directly tied to their content.”

Is remote production now a viable option for smaller organisations?
Ellis: “Absolutely. Remote production has matured. A two-to-four-camera live stream is no longer technically daunting – it’s now achievable, repeatable, and scalable. Instead of traditional OB trucks and satellite links, federations can rely on 5G encoders and cloud-based systems that offer efficiency without sacrificing quality. This shift means more events can be covered with fewer resources.”

How does this digital-first approach align with today’s sports audiences?
Ellis: “Perfectly. Today’s fan base is digitally native – they live on social platforms, expect real-time updates, and crave behind-the-scenes access. A lean remote team can capture live matches, generate social clips, and create branded content all in real time. Even single-camera streams can be enhanced with accessible production tools to give smaller events a polished, professional look.

Jack Nicklin

“We’ve also got a generation of broadcasters entering the industry who are digital natives, they don’t see the value in linear broadcasting. Catering to them in the long term will require an entire strategic shift online.”

Can federations genuinely commercialise their content without traditional broadcasters?
Nicklin: “Yes. As advertisers and audiences shift away from linear TV, federations can work directly with brands. Digital platforms allow for targeted sponsorships using virtual advertising, branded segments, second-screen content, and real-time graphics. These aren’t gimmicks, they’re key to unlocking new revenue and fan engagement.”

What role do smaller production companies play in this new model?
Ellis: “Smaller, nimble production companies are now better positioned than ever. They don’t need to handle vast portfolios to compete. Instead, they can partner closely with federations, offering tailored workflows, scalable infrastructure, and creative agility.”

Is there a shift happening in the sports production workforce?
Nicklin: “Definitely. A new generation of broadcasters is emerging, many self taught on open-source systems, university channels, or through self-directed learning. They’re digital natives who know how to produce engaging content quickly, on modest budgets. These individuals are ideal partners for federations looking to grow without overspending. Their ideas and new approaches are also filtering up into broadcasts, reversing the top down model we’ve previously seen.”

What’s the key takeaway for federations today?
Ellis: “The barriers to entry are lower than ever. The appetite for sport is growing. With the right technology, modern production workflows, and strategic partnerships, federations are well positioned to expand their audience, commercialise more content, and scale at pace. Simply put, they’re in the right place, at the right time, with the right tools.”