Key Takeaways
–New sports leagues are competing with TikTok, YouTube, and every scrollable second of content. Their edge? Fast, fan-first formats designed for today’s fragmented attention spans
–Leagues like Kings League, Grand Slam Track, and TGL are innovating from the ground up with creator involvement, tech-driven experiences, and built-in interactivity — setting a new standard for what “sports content” looks like
–Incremental changes won’t cut it. Traditional leagues must embrace AI-powered content creation to deliver highlights, moments, and stories at the speed and scale digital platforms demand, or risk losing the next generation of fans
It’s not often that an interview captures the zeitgeist of an industry.
But that’s exactly what happened when NBA commissioner Adam Silver came on The Dan Patrick Show in late January. Silver addressed a range of interesting topics, from whether teams are shooting too many threes to the rise of streaming, but perhaps the most profound moment was when he talked about how the league is positioning itself for the future.
“Our job has become that much harder because we are competing against so many different forms of entertainment,” said Silver. “It’s podcasts, and social media, and unlimited numbers of channels and programming. So, we have to up our game to make sure that we are finding ways to engage viewers.”
Engaging viewers in an era of unlimited programming – that’s the mission facing sports leagues today. The key word here is “programming,” a term reserved for content that was broadcast exclusively on TV or radio in the not-so-distant past. Nowadays, however, almost every platform offers some type of programming, including social networks. TikTok, for example, doesn’t even want to be called a social network; the company refers to itself as an entertainment platform.
The New Game: Sports Leagues Built for the TikTok Generation
While TikTok’s definition is debatable, one thing is clear: the video-sharing app is the most engaging platform in the world, with users spending an average of 58 minutes per day on it. In that sense, TikTok embodies where the world is moving to — short-form, entertainment-focused content. And the sports industry is following suit.
Over the last couple of years, new leagues have popped up like mushrooms. Designed to address changing consumption habits, especially among younger generations, these leagues prioritize speed, innovation, and interactive experiences, offering a fresh take on their respective sport. Prominent examples include:
Football: Kings League
Launched: 2022
Founded by: Gerard Piqué
How it works: 7-a-side football with unique rules, former players/influencer team owners, and interactive elements
Reach: the 2025 Kings World Cup Nations drew 100 million viewers and generated 1.5 billion impressions on social media
Innovation: prioritizes entertainment, fan involvement, and a digital experience, produced in a video game-like way
Athletics: Grand Slam Track
Launched: 2025
Founded by: Olympic legend Michael Johnson
How it works: four “Slams” per year, each featuring top-ranked track athletes. Points are earned at each event toward season titles and prize money
Capital raised: $30 million
Innovation: instead of one-off meets, focuses on recurring star matchups and season-long storylines
Golf: TGL (Tomorrow’s Golf League)
Launched: 2025
Founded by: Tiger Woods, Rory McIlroy, and Mike McCarley (TMRW Sports)
How it works: six teams of PGA Tour pros compete in fast-paced, tech-enhanced, two-hour matches in a custom-built arena
Capital Raised: $500 million
Innovation: short-form golf played on a tech-infused green and a giant, bespoke simulator, providing a richer fan experience
A HUGE thank you to all of our fans, it's been a blast.
— TGL (@TGL) March 26, 2025
We'll see you next season.pic.twitter.com/A4zlIMqUDf
Tennis: INTENNSE
Launched: 2025
How it works: team-based, fast-paced tennis league with simplified scoring, time-boxed matches, and immersive fan experiences
Capital raised: $4 million
Innovation: fan-first, high-energy format with live coaching, team substitutions, and drastically reduced downtime
Basketball: BIG3
Launched: 2017
Founded by: Ice Cube
How it works: 3-on-3 half-court games with a 4-point shot and a mix of ex-pros and global talent
Capital raised: over $80 million
Innovation: a player-centric league focused on entertainment, mixing nostalgia and fast-paced action
The Attention Economy: Winning with Bite-Sized Entertainment
These emerging competitions may not match the competitive pedigree or global footprint of traditional sports institutions, but they’re not trying to. Their battleground is attention, and they’re attracting younger fans by delivering snackable, high-frequency entertainment. Fast, fan-centric, and driven by creators and athletes alike, they’ve tapped into the cultural expectation that content should be brief, bold, and everywhere at once.
Actionable Insights
–Break-up long-form content into short, platform-native clips optimized for mobile-first viewing.
–Build formats that put fans in the driver’s seat. Add interactive elements like voting, live chat, or behind-the-scenes access to deepen engagement.
-Use AI to scale storytelling. Automate highlight creation and content distribution to meet fan demand across every channel — instantly.
To keep pace, established leagues must do more than tweak formats or add camera angles. They need to build ecosystems of engaging, bite-sized content that aligns with shifting consumption habits. That’s where AI-powered content creation technology becomes essential: it enables leagues to scale stories, highlights, and moments that fit the cadence of digital life.
Because in today’s landscape, the right programming isn’t a nice-to-have – it’s the whole game.