The Athens Huddle brought together broadcasters, leagues, federations, and digital publishers for a candid look at how sports rights holders are adapting to meet the demands of modern fans. For anyone responsible for digital strategy, content distribution, or rights monetization, this event offered real-world examples of how to scale operations, innovate with automation, and deliver content that fans want—instantly and everywhere.
Key Takeaways
-Publishers and sports organizations of all kinds are evolving into full-scale content engines—leaning on automation to meet fan expectations for speed, personalization, and cross-platform delivery
-Owning your ecosystem is mission-critical. Whether you’re a global league or a local publisher, the winning play is to bring fans back to your owned environment for deeper engagement and monetization
-Short-form, digital-first content isn’t just a trend and must be prioritized to reinforce brand reach and relevance. From FIBA 3×3 to Ligue 1, sports organizations are unlocking their brands by prioritizing storytelling that fits modern formats and fan behaviors
At the iconic Olympic Museum, the WSC Sports Athens Huddle featured speaking panels, one-on-one interviews, case studies, and countless side conversations. From media brands evolving into content powerhouses to new leagues pioneering digital-first storytelling, the day’s sessions showcased how the lines between rights holders, platforms, and creators are increasingly overlapping—and why that’s good news for fans.
A View Inside the Huddle: The Highlights
The day started with WSC Sports, VP of Revenue, Shaka Arnon who laid out the company’s vision in the months and years ahead. Everything from proven solutions like In-App Stories, designed to turn rights holders’ mobile apps into rich content hubs filled with tappable stories and reels, to the latest breakthroughs in gen-AI technology, Arnon set the table for later discussions by showcasing the fragmented journey of today’s sports fans, and how AI technologies are poised to deliver new, entertaining experiences that also create value for rights holders.
A New Arena for Sports Media:
The first panel of the day featured two voices from Europe’s publishing and digital scene, including Alan Záruba of Livesport and Eirini Panzari of EMSA Media. The conversation examined how today’s publishers are moving beyond traditional editorial to become real-time content engines—using automation and smart workflows to personalize, scale, and monetize their output across platforms.
Ligue 1: A New Era of Content Production:
Attendees got a behind-the-scenes look at how LFP’s International Media Project Manager, Cyprien Castanedo, and his team are reshaping Ligue 1’s brand identity and distribution strategy. With new tools, a fresh visual identity, and automation in place powered by WSC Sports, Ligue 1 is evolving from a broadcast product into a globally distributed media brand.
Redefining Sports for Modern Fans:
As a new sport, how do you build a loyal, young digital fanbase from the ground up? FIBA 3×3’s Senior Manager of Digital Content, Esteban Gonzalez, spoke about the league’s story, starting with its “from the streets to the Olympics” narrative, and how 3×3 has leaned fully into digital-first production, social storytelling, and creator collabs.
Actionable Insights
Here are three things you can start doing today to up your content strategy:
-Build for speed, not perfection. Automate wherever possible so you can meet fans in the moment, not hours later
-Think beyond game time. Warmups, interviews, behind-the-scenes, fan moments—these are the clips that travel, connect, and build your brand. It’s all part of the narrative
-Localize with intent. Serve broadcasters, fans, and partners with customized content—by language, by player, and by region—to increase relevance and reach, and empower the entire ecosystem
Looking Ahead at the Region
Whether you’re operating in Greece, France, or anywhere in between, the expectations of fans are converging and so are the tools to serve them. Rights holders are increasingly being defined by how fast and creatively they can bring what fans want to life.
Thanks to everyone who joined us in Athens. We’ll see you at the next Huddle! And if you’d like to hear more about what was discussed—or explore how to upgrade your own content workflows—don’t hesitate to reach out.