And the audience has moved out of the 90-minute broadcast and into creators, clips, watch parties and culture. The brands winning in sport aren't the ones with the biggest logo on a shirt. They're the ones showing up where fans actually are.
MARRIOTT
Cash App
PepsiCo
Baller League
Premier League
OPPO
RALPH LAUREN
Reebok
The FA
Footasylum
Gymshark
GILLETTE
New generations of fans follow athletes over teams, discover sport in the feed, and trust creators over commentators. Their attention hasn't disappeared. It's moved. That's the opportunity.
The badge on the shirt. The board by the pitch. It buys visibility, then leaves the real opportunity on the table: the conversation happening around the sport, every day, in the feed.
NG Sport exists to maximize the opportunity: social-first, culture and creator activations that turn sporting rights into attention, and attention into results.
Campaigns built from the culture around sport: fashion, food, music and fandom, so brands show up as part of the moment, not an interruption to it.
Platform-native content and production designed for TikTok, Instagram, YouTube and Twitch first, engineered to travel, not just to air.
The right creators, embedded in the heart of the action, from paddocks to press boxes, turning sponsorship rights into content fans choose to watch.
The next generation of fans didn't stop loving sport. They changed where they watch it, who they trust and how they take part. Our thought piece unpacks the shift, and what it means for every brand with skin in the game.
Read our latest thinkingSourcing, contracting and directing the creators new fans already trust.
Platform-native films, series and always-on content built to travel.
Twitch, YouTube and NewGen Live technology around the biggest sporting moments.
Turning sponsorship rights into culture-led campaigns fans choose to engage with.
From in-dealership tournaments to owned activations at live events.
Audience insight, reactive strategy and results reporting on every activation.