Delving into Sports Entertainment Beyond the Stadium: 2025 NAB Show Highlights

Fans Aren't Just Interested in Scores - They Want the Whole StoryThat was the focus of "Beyond the Game: The Fascinating Stories That Draw Viewers Off the Field", a key part of the NAB Show's Sports Summit.

Moderator Hannah Taylor, communications strategist for The Lippin Group, gathered Lauren Fisher, vice president, creative director at Religion of Sports, Trevor Gill, vice president, sports development/executive producer at Vice TV, Sara Rea, head of unscripted at Hello Sunshine, and Whit Jackson, vice president of media and entertainment at Wasabi Technologies to discuss creative storytelling methods in sports broadcasting and what drives fans to delve deeper into their favorite athletes' lives.

Fisher stated, "Sports always come with high stakes - the thrill and the relatability. When athletes take off their gear, they're just like everyone else. That humanity is what makes them captivating."

Profiling Stars: It's More Than Just the GOATs

Limiting storytelling to only the greatest-of-all-time (GOAT) athletes isn't always the best approach, Fisher explained. "There's only so many GOATs, and once you've covered them, it's important to build a relationship and offer more than a one-time thing." Gill emphasized the significance of a personal approach when delving into the lives of these stars. "It's about time, trust, and relationships. There's no magic formula; it's all about the relationship you build with the athlete."

Undiscovered Talent and Niche Sports: Bringing Attention to the Unseen

Jackson highlighted the significance of focusing on lesser-known sports and athletes, stating, "There's a lot of undiscovered talent out there, and when you stumble upon these stories, they can be just as thrilling and inspiring." One of his favorite sports films, for instance, is "Free Solo", the story of Alex Honnold, a climber who impressively scaled El Capitan without ropes. It's the perfect blend of adventure and a captivating human story.

Crafting Stories for the Right Platform

Matched with the right platform, long-form documentaries, and even short TikTok snippets can both provide value in sports storytelling, Fisher stressed. "People crave depth and authenticity, striving to get closer to athletes and teams. While they might catch the highlights on social media, there's an insatiable longing for a more intimate connection."

Justifying Approach and Choices

Justify Your ChoiceBefore diving into a close-up exploration of athletes' lives, media producers must justify their approach and ensure their stories resonate with the audience. "Why does the world need this story now?", Rea asked, emphasizing the importance of current relevance, compelling characters, and timely access.

Evolution of Women's Sports Coverage

As more women enter professional sports, media coverage is also evolving. Fisher noted the shift in dialogue around women's sports. "The conversation used to be almost patronizing, which was infuriating. Now, we're focusing on amazing athletes and their accomplishments, letting the rest fall into place."

Insights from Enrichment Data:

Broadcasters employ innovative techniques to tell captivating stories, such as interactive content, immersive experiences using VR and AR, data analytics, and AI-driven insights to create a more personalized viewing experience. When choosing athletes for long-term profiles, factors like popularity, inspirational stories, off-field impact, and consistency in performance are considered. Technological innovations, including drones and AI-driven storytelling tools, are transforming sports broadcasting by providing unique aerial views and evolving storytelling through data analysis and insights.

Sports broadcasters, such as Vice TV and Religion of Sports, explore innovative methods like interactive content, virtual reality (VR), and data analytics to create more captivating stories for viewers.
PPearson pairing athletes with the right platform, whether it be long-form documentaries or short TikTok snippets, can provide value in sports storytelling, as people crave depth and authenticity.
In the realm of sports storytelling, focusing on lesser-known sports and athletes can uncover equally thrilling and inspiring stories, such as the film "Free Solo" about Alex Honnold's daring climb without ropes.
Before delving into close-up explorations of athletes' lives, media producers must justify their approach, ensuring their stories resonate with the audience by focusing on current relevance, compelling characters, and timely access.
With the increasing participation of women in professional sports, the dialogue around women's sports coverage is shifting, focusing on celebrating amazing athletes and their accomplishments rather than a patronizing tone.