Sports

The democratisation of sports content

Published

5 months ago

August 12, 2025

By Rick Allen, CEO of ViewLift.

Whenever European visitors to the US find themselves scrolling through the extremely lengthy list of cable and satellite channels on offer in search of a sports fix, they are likely to notice the typically American localised approach to its distribution.

At the heart of this sits Uncle Sam’s Regional Sports Networks (RSNs) whose core content is typically live coverage of the professional teams based in, and restricted to, the geographic areas that are their common homes. That’s because the size of the US market allowed the top-tier pro leagues to divide rights into national packages licensed to broadcasters and streamers, with the revenue split equally among teams, and local packages – controlled by each team – airing the bulk of a team’s season within a geographically limited reach, and representing its second or third largest revenue source. Fans outside those areas (estimated as being around half of all fans) must purchase ‘out-of-market’ packages (such as NBA League Pass or MLB.tv) to watch their favourites.

For most of this century, the majority of the local packages were licensed to RSNs, which aggregated teams’ local packages within their own geographically bound markets, under a twin-revenue stream business model involving: 1) collecting carriage fees from a large base of bundled cable subscribers, regardless of whether they actively watch sports, and 2) selling advertising inventory within the games and other programming.

In recent years, the status quo of this regional approach has been disrupted, with many RSNs feeling the pinch financially, and others facing bankruptcy. The drivers of this disarray – and in some cases, crisis – have included the escalating costs of live rights (with many RSNs locked into expensive deals), the changing habits of increasingly fragmented viewers (who are no longer constrained to their television sets during a live game), and the prevalence of cord cutting (whereby customers ditch cable services in order to stream sports instead on digital devices – if they were actually corded in the first place of course).

Managing disruption

But it’s not all doom and gloom – every disruption brings opportunity after all. Forward-facing players in the sports content ecosystem can adapt to this new reality of demand and distribution by shaking up their traditional ways of operating and pivoting towards a ‘new normal’ that prioritises rich content and better targets fans. Equally, teams and leagues can take back control of their content and ‘own’ their fans by bypassing erstwhile distribution models that no longer serve them (or that may even disappear completely).

Enter direct-to-consumer (DTC) over-the-top (OTT) streaming solutions, which are turning traditional sports broadcasting on its head through democratising sports content distribution and providing the flexibility to reach changing markets more effectively. Business models can be subscription-based (SVOD), advertising-based (AVOD) or a hybrid of both, and DTC streaming is generally paired with traditional linear distribution, often with a local over-the-air broadcaster.

In that combined approach, linear distribution provides reach, while DTC allows for the collection of rich data, super-serving the most passionate fans, and often at the higher revenue-per-user that SVOD allows. On all continents, teams and leagues that have licensed to linear distributors know precious little about each viewer and have no communications and/or monetisation channel that they control. DTC solves that: the rights owner positions its brand precisely as it wishes; develops deep and individualised pictures of each fan’s behaviour; personalises content offerings down to the individual level; and upsells all other lines of revenue (tickets, merchandise, experiences, etc).

As a strategic proposition, DTC has opened up a vibrant world of insight, personalisation, interaction and reach that provides a deeper experience for fans, uniquely tailored to their needs. Think live and on-demand programming across multiple devices, exclusive behind-the-scenes content, real-time stats, interactive features such as a choice of commentators, camera angles and timelines, direct access to merchandise and related experiences, all finely tuned towards the individual. And the interactivity of the direct digital world offers not only multiple ways to view games, but the foundation for loyalty programmes encouraging greater fan engagement at all levels.

Although it’s record-setting league national licences that garner the headlines, like the NBA’s 11-year, $76 billion deal with three distributors starting next season, complementary innovation has occurred at the local level. The strongest financial results have come where teams own their own RSNs and DTC services, often in multiple-team, multiple-sport groups. Our clients in New England (NESN, owned by the MLB Red Sox and NHL Bruins); Washington DC (Monumental Sports, which also owns the NHL Capitals, NBA Wizards and WNBA Mystics); Chicago (CHSN, from the owners of the NBA Bulls, NHL Blackhawks and MLB White Sox); Denver (Altitude Sports, with the NBA Nuggets and NHL Avalanche) and Seattle (Root Sports, from the MLB Mariners) are great examples of this trend. They eliminated intermediaries and gave their fans options – not only what to watch (with multiple camera angles, additional audio choices, data overlays and more) but on what device and under what business model.

“As a strategic proposition, DTC has opened up a vibrant world of insight, personalisation, interaction and reach that provides a deeper experience for fans, uniquely tailored to their needs”

But single teams have choices, too. Many have preserved their legacy RSN licensing, albeit at 20% discounted fees, or lower. Others have combined local linear deals with local TV stations, with their own DTC services.

Although the pay-TV landscape in Europe is different to that in the US, the sports broadcasting market there also faces pressures from evolving viewing habits and subscription fatigue. Leagues and clubs therefore should not assume that the traditional broadcast models they enjoy in Europe will remain stable. The message for European and other sports rights holders here is simple: think of moving beyond single exclusive national licensing deals to a layered approach that combines linear licensing and DTC streaming. Such planning will enable them to create vibrant communities among their fans that extend way beyond live programming, rather than waiting to adapt or pivot until traditional revenue streams significantly diminish.

Streaming can also be an answer for European teams, who largely do not own the live rights to their games, but want to extend their existing team websites into broader apps that connect them more closely to their fans, with additional video content around games, highlights, more material about their players (from lifestyle to training regimes), and the full gamut of experiences and commerce.

Diversifying distribution beyond reliance on a few, large, linear broadcasters is a savvy play for all sports rights owners no matter where they are based, with OTT as a key attraction, able to create and deepen the bonds between clubs and fans. The message from this side of the pond is that those who don’t adapt – whether they are broadcasters or teams/leagues – are at best likely to miss out, and at worst, unlikely to survive.

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Iola outside hitter takes top honor on Texas 2A all-state volleyball team | National

Published

2 minutes ago

January 2, 2026

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Hawaii men’s volleyball preview: Outside hitter Louis Sakanoko

Published

18 minutes ago

January 2, 2026

Your Sports Nation

It was only two years ago that Louis Sakanoko rushed to Hawaii from his home country of France just days before the start of the 2024 season.

It was quite a culture shock for the 6-foot-5 outside hitter, who struggled to speak English.

One thing he brought with him that has never gone away is his smile. His outgoing personality, and his love for life and volleyball, are evident every time he steps on the floor. It is why in just a short amount of time, in a place far away from home, Sakanoko has quickly become a fan favorite.

“I love it here so much,” Sakanoko said. “I stayed here all summer, and so I discovered a little more of all of the islands and it’s just an amazing place. And I’m so much more comfortable here than I was last year, so everything is all great.”

On a team loaded with talent at the pins, Sakanoko has managed to hold onto his spot as a starter. He started 21 matches last season and hit .259 while averaging 2.39 kills per set.

The practice gym has changed a lot since Sakanoko first got here.

He’s one of only five players who have been with the team for more than two years.

“It is weird that it’s my third year now, but honestly it feels good,” Sakanoko said. “We have almost the same team as last year, and so it’s nice to have the same energy and the same team spirit and have this work ethic that I think everyone has now.”

Sakanoko is a big part of that team spirit. He was one of the first players in the gym for afternoon practice on Monday, and with that same smile, walked up and shook hands with all of the reporters gathered for a media session.

When asked how he manages to stay so happy, Sakanoko kept it simple.

“How can you not be (happy) in Hawaii?” he responded. “The people here are special, for sure, and the atmosphere is just so different. Like, it’s Christmas, and people are walking around in T-shirts. You can still surf. It’s the best place.”

The Rainbow Warriors are ranked No. 2 in the country to start the season and have a real shot at returning to play in the NCAA Tournament.

Sakanoko gutted his way through the end of the season last year despite getting hurt right before the UCLA match.

The way that season ended has made preparation for this year feel a little different.

“We always want to win a championship,” Sakanoko said. “I got injured before the semi and Kristian got hurt earlier and so we felt like we had it taken away from us a little. We gained some experience from that, but we all want to win a championship this year. I definitely feel like this could be our year.”

Sakanoko famously tied a UH record with nine aces in just his second match as a Rainbow Warrior.

He is one of five returning players who had at least 20 aces a season ago.

As Hawaii prepares to start the season tonight hosting New Jersey Institute of Technology at Bankoh Arena at Stan Sheriff Center, Sakanoko isn’t worried about the quick turnaround from the holiday break.

Practices with such a deep and talented team can at times seem a lot tougher than the actual matches.

“It’s funny, because when you come back from Christmas, you maybe haven’t played for a week or two and so maybe you think you’re a little slow, but you can’t be in these practices,” Sakanoko said. “Every single day in here is like a fight. You have to fight your way if you want to be on the court the next weekend. I think that’s why we’re so good. We have so many players that can push you, and that’s been that way ever since I got here.”

Sakanoko doesn’t think he’s changed much in his time at UH, but his attitude on the practice floor has been noticed by teammates.

Setter Tread Rosenthal, the only other third-year starter, singled out Sakanoko’s growth as a leader as one of the things to be excited about for this season.

“I think Louis has gotten much more mature and literally, this year, has taken a big step off the court of being more mature and more focused on what we need to do to be the best at the end of the year,” Rosenthal said.

LOUIS SAKANOKO

6-foot-5, Jr., Outside hitter

All-Big West freshman team

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How setter Isabelle Hoppe chose Wisconsin volleyball

Published

34 minutes ago

January 2, 2026

Your Sports Nation

Isabelle Hoppe, like most everybody else in the volleyball world, had heard the rumors. But it wasn’t until the end that she thought how it might impact her life.

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Transfer outside hitter follows connection in commitment to Wisconsin volleyball

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Why All-American Jaela Auguste saw her future brightest with Wisconsin volleyball

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Wisconsin volleyball flips highly ranked setter from ACC power

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Former Wisconsin volleyball outside hitter headed to Big East power

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Former Wisconsin volleyball setter finds new home

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Wisconsin volleyball loses starter who shined down the stretch to transfer portal

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Final Four trip triggers salary, bonus bump for Wisconsin volleyball coach

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Wisconsin volleyball transfer portal tracker: Who's in and who's out for the Badgers

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Photos: Wisconsin volleyball 2025 season in photos

Wisconsin outside hitter Grace Egan (32) serves against UW Milwaukee on Tuesday, Sept. 9, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin middle blocker Alicia Andrew (17) is greeted by fans after taking the floor prior to a match against Southern California at the Wisconsin Fieldhouse in Madison, Wis. Sunday, Oct. 19, 2025. JOHN HART, STATE JOURNAL

JOHN HART,STATE JOURNAL

Wisconsin defenders jump to block a spike by Kansas outside hitter Jovana Zelenovic (9) on Friday, Aug. 29, 2025 at Kohl Center in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

The Wisconsin student section reacts after Wisconsin wins the third set against Kansas on Friday, Aug. 29, 2025 at Kohl Center in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin setter Charlie Fuerbringer (24) sets the ball for a spike against Texas on Sunday, Aug. 31, 2025 at the Kohl Center in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin setter Charlie Fuerbringer (24) sets the ball against Eastern Illinois on Thursday, Dec. 4, 2025 at UW Field House in Madison, Wiss.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Grace Egan, left, and middle blocker Carter Booth, right, go up for a block against UC-Davis Sept. 4.

OWEN ZILIAK,STATE JOURNAL ARCHIVES

Wisconsin outside hitter Grace Egan (32) and Wisconsin middle blocker Carter Booth (52) yell after a block to win the first set against Purdue on Wednesday, Nov. 19, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Mimi Colyer (15) elevates to contest a ball at the net against Illinois on Thursday, Oct. 2, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Mimi Colyer (15) is introduced prior to the match against Illinois on Thursday, Oct. 2, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin setter Charlie Fuerbringer (24) high-fives kids lined up before playing UC-Davis on Thursday, Sept. 4, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Grace Egan (32) hits the floor after saving the ball from touching the ground against Texas on Sunday, Aug. 31, 2025 at the Kohl Center in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Mimi Colyer (15) helps setter Charlie Fuerbringer (24) off the floor after losing a point to Texas on Sunday, Aug. 31, 2025 at the Kohl Center in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin head coach Kelly Sheffield huddles with his senior players following the teamÕs win over UNC during a second round NCAA Tournament match between the teams at the Wisconsin Fieldhouse in Madison, Wis. Friday, Dec. 5, 2025. JOHN HART, STATE JOURNAL

JOHN HART,STATE JOURNAL

Wisconsin outside hitter Grace Egan (32) watches as the ball flies in the air before a serve against Notre Dame on Sunday, Aug. 17, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Grace Egan (32) goes up for a spike against UC-Davis on Thursday, Sept. 4, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin players react after a Minnesota touch goes out of bounds on Wednesday, Nov. 5, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

The Wisconsin bench celebrates after a point against UW Milwaukee on Tuesday, Sept. 9, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Mimi Colyer (15) attempts to spike over three Iowa defenders on Sunday, Nov. 23, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Nebraska middle blocker Rebekah Allick (5) yells after a block on Wisconsin outside hitter Grace Egan (32) on Friday, Oct. 31, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

A young fan smiles after getting a high-five from a Wisconsin player during introductions against Minnesota on Wednesday, Nov. 5, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Una Vajagic (1) dives for a ball flying out of bounds against Michigan on Saturday, Oct.5, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Mimi Colyer (15) is introduced prior to the teamÕs non-conference match against Florida at the Kohl Center in Madison, Wis. Sunday, Sept. 21, 2025. JOHN HART, STATE JOURNAL

JOHN HART,STATE JOURNAL

Wisconsin outside hitter Mimi Colyer (15) blocks a spike against Michigan on Saturday, Oct.5, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Madison Quest (10) emerges from the locker room before playing Michigan on Saturday, Oct.5, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin right side hitter Addy Horner (2) and Wisconsin middle blocker Natalie Wardlow (12) collide trying to set the ball against Nebraska on Friday, Oct. 31, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin outside hitter Mimi Colyer (15) extends to hit a ball going out of bounds against Minnesota on Wednesday, Nov. 5, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin middle blocker Alicia Andrew (17) and right side hitter Wisconsin setter Charlie Fuerbringer (24) put up a block against Indiana outside hitter Jaidyn Jager (24) in the first set of a match at the UW Field House in Madison, Wis. Sunday, Nov. 9, 2025. AMBER ARNOLD, STATE JOURNAL

AMBER ARNOLD STATE JOURNAL

Wisconsin outside hitter Grace Egan (32) lines up a bump after a return by Iowa on Sunday, Nov. 23, 2025 at UW Field House in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin middle blocker Carter Booth (52) reacts after a point against Kansas on Friday, Aug. 29, 2025 at Kohl Center in Madison, Wis.

OWEN ZILIAK,STATE JOURNAL

Wisconsin players, including Wisconsin middle blocker Alicia Andrew, left, and libero/defensive specialist Kristen Simon (7) celebrate the teamÕs win over UNC during a second round NCAA Tournament match between the teams at the Wisconsin Fieldhouse in Madison, Wis. Friday, Dec. 5, 2025. JOHN HART, STATE JOURNAL

JOHN HART,STATE JOURNAL

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Vote for Sarasota, Manatee County 2025 Volleyball Player of the Year

Published

2 hours ago

January 2, 2026

Your Sports Nation

Jan. 2, 2026, 5:01 a.m. ET

The Herald-Tribune has announced its 2025 Fall All-Area team selections for Manatee and Sarasota counties.
Venice’s Tien Murray was named the Player of the Year from the First-Team selections.
Voting for the fan-selected Player of the Year will close on Wednesday, Jan. 7 at 9 a.m.

The Herald-Tribune started rolling out its 2025 Fall All-Area team selections.

We honored the top players from Manatee and Sarasota counties by naming First Team, Second Team, and Honorable Mentions lists.

We also named a Player of the Year from among the 14 First-Teamers in Venice’s Tien Murray.

Tien Murray of Venice High School is the 2025 Herald-Tribune All-Area Volleyball Player of the Year.

Now we will let you have your say. Do you agree with Murray being our pick for Player of the Year, or do you prefer a different First-Team selection?

Voting will remain open until Wednesday, Jan. 7 at 9 a.m.

Click HERE to vote or in the poll below.

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Hawaii men’s volleyball preview: Middle Blocker Trevell Jordan

Published

2 hours ago

January 2, 2026

Your Sports Nation

Trevell Jordan couldn’t have been happier with where he was.

The Mesa, Ariz., native was a roughly 30-minute drive from home at nearby Grand Canyon University, playing volleyball as a freshman for a school that was coming off an appearance in the semifinals of the NCAA Championships.

Jordan started 21 matches before missing the last four with an injury and was named to the All-MPSF Freshman Team. The Lopes were eliminated in the semifinals of the MPSF Tournament, but despite an 18-10 season, the plan was to run it back.

“We were a really young team, so we were pumped for the upcoming season,” Jordan said. “We had already made a bunch of plans of all the things we were going to do together to get ready.”

One meeting that came on a couple of hours’ notice and lasted all of five minutes changed everything.

“It came out of the blue, on one Sunday morning, where our coach texted our group chat and (wrote) the (athletics director) wants to meet with you guys,” Jordan recalled. “This was over the summer and half our team already left for home and we got to the meeting thinking it was going to be about what it was going to be like next year with the coaches. The AD walked in, said we are cutting your program, and we got two questions off before she booked it out of the room. It was quick.”

Suddenly, Jordan had to find somewhere else to play volleyball. He had chosen Grand Canyon because it was so close to home.

Never did he ever think his next journey would take him to an island six hours away in the middle of the Pacific Ocean.

“It was a big move to come across the ocean over here,” Jordan said.

Ultimately it was his connections to a bunch of players on the team that led to the 6-foot-10 sophomore middle blocker joining the Rainbow Warriors in the fall.

He knew sophomore hitter Finn Kearney, who grew up in nearby Phoenix, and also played with setter Tread Rosenthal, Justin Todd and opposite Kainoa Wade with Team USA.

Jordan was on the United States U21 team that won a bronze medal for the first time ever at the FIVB World Championships in China in August with Wade and Rosenthal.

“It was a really cool experience and achievement, especially for me. I didn’t make the first two USA teams. I was on the alternate roster, sadly, but I think that lit a fire underneath me for this last one,” Jordan said. “It really brought a better version out of me getting cut from those other two tryouts, and when I went in there, I went in with the mentality of, ‘I want to play.’”

That’s the same mentality Jordan is bringing into the practice gym at UH as he tries to crack the starting lineup on a loaded Hawaii team ranked No. 2 in the country in the preseason AVCA rankings entering today’s home opener against New Jersey Institute of Technology at Bankoh Arena at Stan Sheriff Center.

Hawaii lost Kurt Nusterer — who had one year left of eligibility but left to pursue a major career opportunity — in the middle but returns sophomore Ofeck Hazan. UH also landed a 7-foot freshman in Roman Payne and has Justin Todd, another Team USA alum who can play both on the outside and in the middle.

Jordan landed in Hawaii for the first time in August when he came to start school.

Off the court, the biggest difference was getting used to the palm trees and the tropical climate after spending his whole life growing up in the desert.

On the court, Jordan is used to playing with some of the best players in the country in his experiences with the USA team.

Compared to his one year at Grand Canyon, the major difference is the daily grind that comes in the practice gym.

“We’re all talented and there is for sure a standard that has been set to the highest bar that we have,” Jordan said. “And that’s why you have to come into the gym every day to compete. There’s always going to be someone better than you, so that’s why you want to play to the best of your ability every day in the gym and get as much out of each other as you can.”

TREVELL JORDAN

6-10, Soph., Middle Blocker

All-MPSF Freshman Team (at Grand Canyon)

Hit .889 for Team USA to win bronze at FIVB World Championships

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Meet the 2025 Volleyball Team

Published

2 hours ago

January 2, 2026

Your Sports Nation

Jan. 2, 2026, 5:03 a.m. ET

DeLand won its sixth consecutive district title and made the furthest postseason run in the Volusia-Flagler area in 2025.

The Bulldogs advanced to the Region 1-7A semifinals but had to play Winter Park, the No. 1 team in Florida. DeLand’s season came to an end there, but it was still a successful campaign for one of the area’s perennial powers.

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