As saturated pay-TV markets challenge traditional models, sports organisations must transform their strategies. This research analyses the shift to unbundled distribution and targeted monetisation to drive sustainable growth.

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• Global media rights growth has flattened, with value heavily concentrated among top franchises while smaller properties contract.
• Rights holders are segmenting live rights across free-to-air, streaming, direct-to-fan apps, and creator co-streams.
• Headline deal increases rely on adding more fixtures, diluting per-game economic value.
• International rights growth outpaces domestic expansion, boosted by virtual advertising for regional sponsorship.
• Sports technology and smart venue investments are accelerating to enhance fan engagement and monetisation.