Beyond the Game: How Live Video is Transforming Sports Brand Engagement

By Ophir Zardok

In the age of hyper-connectivity, live video has become a critical tool for sports organisations looking to deepen fan engagement, strengthen brand identity, and expand their reach beyond traditional audiences. No longer just a way to broadcast the game itself, live video is now the core of a broader content strategy that meets fans where they are – on their preferred platforms, in their preferred formats, and speaking their language.

This shift is especially crucial for younger viewers, who demand more than passive consumption. For Gen Z and Millennial audiences, personalisation and authenticity foster engagement and interaction. The question for sports rights holders is no longer just about how to deliver content, but how to shape experiences that keep fans immersed in their ecosystem.

The Rise of Live Video as a Brand Builder

PSG exemplifies how a sports brand can use live video to deepen engagement by delivering the right content to the right audience in the right way. Through mobile-first live streaming, PSG ensures global fans gain real-time access to training sessions, player interviews, and exclusive behind-the-scenes moments – tailored to their language and region. A good example is the annual PSG Qatar Tour, where the club strategically localises live content, offering broadcasts in three languages and across multiple platforms. By aligning content delivery with audience demographics and geographic preferences, PSG transforms passive viewers into engaged participants, strengthening their connection to the club.

The Savannah Bananas, a team that has rewritten the playbook on fan engagement, have similarly embraced live video as a way to bring fans into the action. Their entertainment-first approach turns games into viral experiences, fuelled by raw, unscripted, and often outrageous live broadcasts that resonate with younger audiences who crave authenticity over polish.

In both cases, the success lies in treating live video not as a supplement to the game, but as a central pillar of brand identity. Whether it’s PSG’s global prestige or the Bananas’ unfiltered fun, live video reinforces what makes each brand unique and ensures that their audience experiences it firsthand.

The Shift to Multi-Platform, Personalised Content

Today's fans consume content across a fragmented media landscape, and sports organisations must adapt by tailoring their output to fit each platform. This means going beyond traditional horizontal broadcasts to include vertical video optimised for TikTok and Instagram, snackable highlights for YouTube, and interactive streams for Twitch.

The European League of Football (ELF) and Volleyball World’s Beach Pro Tour events provide prime examples of how live video can adapt to different audience preferences. With remote production solutions, these rights holders are able to deliver high-quality, professional live broadcasts with minimal investment – ensuring that content is optimised for mobile-first audiences and emerging digital platforms.

New Tech, New Possibilities

LiveU’s IP-video EcoSystem enables high-quality, reliable live video streaming from remote locations, expanding the reach and immediacy of sports content, which similar to other emerging technologies, is amplifying the accessibility and impact of live video. For example, AI-powered highlights automate the creation of tailored clips, ensuring fans see the moments that matter most to them, and augmented reality (AR) overlays and interactive graphics add new layers of information and engagement.

Personalisation is also driving change. Fans now expect content that speaks directly to them, whether it’s commentary in their native language, player stats tailored to their fantasy league picks, or interactive Q&As that let them engage with their favourite athletes in real-time.

The Future: More Than Just Watching

The evolution of live video in sports is about more than just delivering content – it’s about creating an interactive, two-way experience that keeps fans coming back. As younger generations continue to reshape expectations, the challenge for sports organisations is clear: those who fail to embrace live video as a storytelling and engagement tool risk being left behind.

For rights holders willing to innovate, the possibilities are vast. From behind-the-scenes access to AI-driven highlights and interactive viewing experiences, live video offers a direct path to deeper fan connections, greater brand loyalty, and an ever-expanding global audience. The game itself may only last for an hour or two, but with the right live video strategy, the engagement never has to stop.

Ophir Zardok is Head of Sports Strategy & Business Development, LiveU