The Convergence of Sports, Media, and Entertainment: Redefining the LandscapeIn a world where social media, streaming, and celebrity culture reign supreme, the realms of sports and entertainment have become increasingly intertwined. Streamers are clamoring for live sports content to complement their original programming, while athletes across disciplines and genders can achieve international fame with a single social media post. To explore this evolving nexus, Variety and Sportico convened the Sports & Entertainment Summit, presented by City National Bank, where industry leaders gathered to discuss the future of fan engagement, the rise of women's sports, and the cutting-edge of live event presentation.

Unlocking the Power of Authentic Storytelling

Elevating Athlete Narratives Beyond the Scoreboard

ESPN anchor Jay Williams and NBA champion Giannis Antetokounmpo have teamed up to launch Improbable Media, a venture aimed at reinventing the way sports stories are told. Rather than focusing on the circumstances surrounding athletes, Williams and Antetokounmpo seek to uplift the personal narratives of the athletes themselves. Their first major project, the Amazon documentary "Giannis: The Marvelous Journey," chronicles Antetokounmpo's remarkable journey from a young immigrant in Greece to an NBA superstar. By sharing the untold stories of athletes like Antetokounmpo, Improbable Media aims to provide a platform for athletes to share their authentic experiences and inspire audiences worldwide.

Captivating Audiences Across Platforms

Engaging storytelling is the foundation for success in the media and entertainment industries, and sports are no exception. A panel of industry experts, including Therese Andrews from Omaha Productions, Angela Ellis from NFL Media, Jim Rome of "The Jim Rome Show," and WNBA star Angel McCoughtry, discussed the art of crafting compelling narratives that resonate with diverse audiences. For Jim Rome, the key to appealing to a global market lies in finding universal voices and stories that can connect with viewers regardless of their geographic location or cultural background. By focusing on transcendent figures and narratives, media companies can create value for both their audiences and brand partners.

Documenting the Drama of Sports

The marriage of sports and documentaries has a long and storied history, with films like "Hoop Dreams," "Icarus," and "Free Solo" captivating audiences for decades. In recent years, the rise of streaming platforms has transformed the genre, with Netflix's "F1: Drive to Survive" and "Cheer" becoming must-watch content. As part of the Sports and Entertainment Summit, NASCAR's John Dahl and driver Ryan Blaney discussed the success of the Netflix docuseries "NASCAR: Full Speed," which chronicles the seasons of NASCAR's 15 teams and their pursuit of the Cup Series Championship. Dahl, an 11-time Emmy winner and executive producer of "The Last Dance," emphasized the importance of reaching beyond the sport's dedicated fan base and attracting new viewers through compelling storytelling.

Capturing the Attention of Gen Z Sports Fans

With the NHL airing games featuring Warner Brothers characters and Nickelodeon streaming a SpongeBob-centric Super Bowl broadcast, it's clear that sports marketers and media companies are actively courting the younger generation. A panel of industry experts, including Heidi Browning Pearson from the NHL, WWE Hall of Famer Paul Heyman, and Anmol Malhotra from Snap Inc., discussed their strategies for engaging Gen Z sports fans. The NHL's youth advisory board, the NHL Power Players, serves as a valuable resource for understanding the preferences and behaviors of this demographic, allowing the league to tailor its content and marketing efforts to reach this crucial audience.

Empowering the Next Generation of Athletes

UConn basketball star Paige Bueckers has quickly risen to become one of the biggest stars in the world of sports, and her success is a testament to the power of authentic storytelling and the importance of strong support systems. In a keynote conversation with Variety co-editor-in-chief Cynthia Littleton, Bueckers emphasized the role of her teammates in celebrating each other's successes and the influence of WNBA athletes who paved the way for her. Her agent, Lindsay Kagawa Colas, highlighted Bueckers' genuine commitment to purpose and impact, which has been central to her approach to building her brand and NIL opportunities.

Navigating the Rookie Experience in the NFL

The Sports and Entertainment Summit also featured a conversation with three members of the Los Angeles Rams' 2023 rookie class: defensive tackle Kobie Turner, wide receiver Puka Nacua, and offensive lineman Steve Avila. These young athletes discussed the challenges and joys of transitioning to the NFL, from building strong connections with their teammates to navigating the newfound fame and recognition that comes with playing in the league.

Redefining the Live Sports Viewing Experience

As the sports and entertainment landscape continues to evolve, industry leaders are exploring innovative ways to engage audiences and enhance the live viewing experience. Executives from networks like TNT Sports, Prime Video, ESPN, YouTube, Peacock, and Roku Media discussed the delicate balance of appealing to both the "avid" fans who never miss a game and the "casual" fans who represent the true growth potential for leagues and their media partners. The panelists highlighted the momentum in women's sports, the seamless transition of college stars to the professional ranks, and the technological advancements that are empowering fans to curate their viewing experiences, such as Peacock's AI-powered Olympic highlights narrated by the legendary Al Michaels.

Empowering Women's Sports to Reach New Heights

The Sports and Entertainment Summit also featured a roundtable discussion on the rising momentum of women's sports, with panelists including SMAC Entertainment's Constance Schwartz-Morini, Mexican flag football quarterback and sports analyst Diana Flores, NWSL's VP of Marketing Michelle Haines, NCAA champion Ashlyn Watkins, Peacock CMO Shannon Willett, and five-time Olympic medalist Nastia Liukin. The panelists emphasized the power of storytelling in driving awareness and engagement, highlighting the impact of landmark broadcast deals and the opportunities presented by the recent name, image, and likeness (NIL) rule changes for college athletes.

Unlocking the Athlete Entrepreneur Mindset

The final panel of the Sports and Entertainment Summit brought together a diverse group of athletes-turned-entrepreneurs, including Klutch Sports Group's Chris Koras, race car driver and team owner Samantha Tan, NFL running back Austin Ekeler, Paralympic athlete and Angel City Sports co-founder Ezra Frech, and UCLA quarterback Chase Griffin. These individuals shared their insights on how the skills and mindset developed through their athletic careers have equipped them for success in the business world. They emphasized the importance of defining success on their own terms, leveraging their credibility and influence to create value beyond the playing field, and embracing the adaptability and resilience required to navigate the ups and downs of entrepreneurship.