“Brands are now buying content and digital inventory as part of sponsorship deals.”
— SportsPro: ‘The Media Evolution’ 2024
The way brands activate in sport is changing — fast. That’s why rights holders, clubs, players, creators and sportsbooks are doubling down on media. Because content builds fandom, and fandom drives revenue.
At Opta Content Agency, we’re seeing this shift first-hand. In the first half of 2025 alone, we’ve had more requests to help brands and rights holders engage fans through content than in all of 2024.
But it’s not just stats. It’s storytelling — interviews with athletes that spark reaction, digital-first formats that uncover hidden aspects of the game, and content that seamlessly connects to your product.
The most effective brand activations don’t interrupt the fan experience — they enrich it. That’s what we’ve captured in our latest interactive guide: 25 standout content activations supported by Opta Content Agency, and the insight behind what made fans pay attention.
If you’re looking to create sports content that connects, start here.
