As the traditional broadcast model comes under pressure and younger fans shift their attention to digital and social platforms, the sports industry faces a defining challenge: how do you future-proof a brand built in one era for success in the next?
While digital-native disruptors are rewriting the rules of fan engagement, monetisation, and storytelling, legacy sports brands still possess unmatched cultural capital. But to stay relevant—and profitable—they must move beyond linear models and build digital ecosystems where fans don’t just watch, but interact, share, and spend.
At MAD Sports, Michael Sutherland, former Chief Transformation Officer at Real Madrid and now COO of next-gen sports brand STRIKR, spoke with Gregg Oldfield, CEO at Engage Digital Partners, for a candid fireside chat on building scalable sports brands in the digital age. They explore:
How to diversify revenue streams beyond broadcast, sponsorship and ticketing
Why digital and social channels are now the frontline of brand and commercial growth
What legacy sports organisations can learn from disruptive, fan-first models
Behind-the-scenes lessons from transforming Real Madrid—and what STRIKR is doing differently
How to merge scale, heritage and trust with startup agility and innovation
Whether you're reinventing a legacy brand or scaling a digital disruptor, this session is your playbook for future fan engagement.
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