The Power of Live📺

This week, Alex Barrett, an AV Director at The Specialist Works, discusses how live sport continues to dominate screens, drive mass engagement, and unlock powerful media moments for Entrepreneurial Brands.

Live sport offers something rare - mass, real-time attention. In an age of fragmented viewing, sport still brings people together in emotional, tribal, and sticky moments. Whether it’s a penalty shoot-out or a knockout punch, these are what create shared experiences that Entrepreneurial Brands can tap into.

So… where have we seen sport’s influence playing out this summer?

🏆 The Lionesses lit up the summer: England’s dramatic UEFA Women’s EURO 2025 win over Spain became the most-watched TV moment of the year, with a peak live audience of 12.2 million across BBC platforms. The match was also simulcast on ITV, which recorded a peak of 4.2 million viewers across broadcast and streaming. In total, 16.2 million tuned in at the peak - surpassing the previous record of 14.4 million set during the 2023 FIFA Women’s World Cup final. A true cultural moment that united the nation - and underlined the pulling power of women’s sport.

📈 Big rights, big bets: Media giants are doubling down on sport. Recent deals across UFC, NFL, and WWE signal long-term confidence in sport’s ability to deliver reach and loyalty. Netflix’s $5bn WWE deal and its move into NFL games show that even streaming-first platforms are chasing the live-sport magic.

🚀 Sky Sports is redefining F1 for a new generation: With exclusive rights to 20 of 21 races, Sky Sports has transformed its F1 coverage into a multi-platform experience. From interactive screens via the red button and immersive graphics to behind-the-scenes access and storytelling-led campaigns, Sky is turning race weekends into destination viewing. With Netflix’s Drive To Survive as a launchpad - Sky’s creative approach - blending nostalgia, tech, and emotion - is helping F1 connect with younger, more diverse audiences.

📺 Streaming’s sports playbook is evolving: Netflix’s content strategy now includes live events like WrestleMania and NFL games, alongside originals and kids’ content like Ms. Rachel. It’s not just about reach - it’s about audience loyalty and platform stickiness. And with ad-supported tiers growing fast, sport is becoming a key driver of monetisation.

🎯 Why it matters for you: we’re deep into Q3, and if one thing’s clear - live sport isn’t just surviving; it’s thriving. From record-breaking viewership to billion-dollar rights deals, sport remains one of the few media formats that can still deliver simultaneous, emotional, and unmissable reach.

💡 The AV opportunity:

Live = lean-in. Sport viewers are engaged, emotionally invested, and ‘live’ often means unskippable commercial opportunities.

BVOD + sport = reach extenders. Thinkbox data shows BVOD excels at reaching audiences missed by linear.

Genre targeting. From football to fight nights, different sports attract different demographics - and smart AV planning can match your message to the right moment.

Our Specialist View? Live sport is your media superpower. It’s not just about eyeballs - it’s about impact. Entrepreneurial Brands that show up in these moments, with relevance and resonance, can turn fleeting attention into lasting connection.

Want to explore how sport can supercharge your AV strategy? Reach out to the team or your client director today.

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That’s it for this edition of The Specialist View. We’ll be back soon with more sharp thinking, fresh perspectives, and the kind of media intelligence that helps entrepreneurial marketers turn ambition into action – and impact. Because specialist work is what we do – and as a proudly independent media agency, we’re equally proud of the passionate specialists behind it. Their curiosity, craft and commitment drive everything we deliver, from smarter strategies to standout results. It’s this depth of expertise and energy that sets us apart – helping our clients move faster, think bigger, and demand more from their media.