As we kick off 2025, the sports industry finds itself at the heart of a digital revolution. The ways people consume, interact with, and experience sport are evolving rapidly, driven by new, emerging technologies and the ever-expanding opportunities of digital media.

Here at Run, we’re privileged to work at the intersection of sport, community, and purpose-driven storytelling. This unique vantage point offers us insights into how brands, clubs, and athletes are navigating this dynamic landscape.

Here's what Ben Moore, Run's Head of Digital Content thinks are some of the key digital trends set to shape the sports industry in 2025 — and how we can embrace them to stay ahead.

1. Athletes as Media Powerhouses

We’ve seen this one coming for a while now. Athletes are no longer just players; they’re influencers, creators, and storytellers. From personal YouTube channels to co-branded campaigns with sponsors, the athlete’s voice is more authentic and direct than ever. In 2025, expect to see even more athletes leveraging digital platforms to amplify their personal brands.

👉 Idea: Work collaboratively with athletes to co-create content that aligns with your brand’s values while amplifying their stories.

2. Hyper-Personalised Content

With AI tools becoming more accessible, fans expect content tailored to their preferences — whether that’s real-time updates on their favourite player, localised coverage, or bespoke highlights tailored to their viewing habits. This trend is redefining how teams and brands engage with their target audiences, especially on platforms like TikTok and Instagram, where bite-sized content rules.

👉 Idea: Leverage analytics to segment your audience and deliver hyper-personalised content across platforms.

3. Social Purpose Storytelling

Audiences — especially younger ones — want brands to stand for something. Sports organisations that highlight their role in driving social change, whether through sustainability initiatives, diversity campaigns, or community outreach, will resonate more deeply with fans. But – it has to be authentic. Audiences these days can see through flimsy, tokenistic gestures, so CSR campaigns need to be genuine to leave an impact.

👉 Idea: Embed purpose authentically into your campaigns. Use storytelling to showcase how your work impacts the wider community.

4. Short-Form Video

This one is kind of obvious, but short-form video isn’t going anywhere. With the likes of TikTok, YouTube Shorts, and Instagram Reels dominating social media consumption, creating high-impact, snackable content remains crucial. In the sports world, this could mean everything from behind-the-scenes glimpses to dramatic in-game moments or fan reactions.

👉 Idea: Prioritise a mobile-first approach, ensuring your content is optimised for vertical formats and quick consumption.

5. Globalising the Local Game

Sports are more interconnected than ever, with fans from every corner of the globe tuning into leagues and teams they might never see live. By leveraging digital platforms, every team, sport or brand can connect with global audiences, expanding their fan base exponentially.

👉 Idea: Get to know your audience and invest in culturally relevant content that taps into international markets.

6. The Use of AI

Artificial intelligence will play an even bigger role in 2025, from automating highlight reels to powering conversational AI bots that interact with your audience 24/7. These tools allow sports organisations to scale their digital presence while maintaining a personal touch.

👉 Idea: Explore AI tools that complement your content strategy, without compromising authenticity.

So, what do we think about all of this...?

In 2025, the focus has to remain on the fans — delivering authentic, engaging, and purposeful content that strengthens their connection to the teams, athletes, and brands they love.

For those of us fortunate enough to be in this space, this is the year to embrace innovation and lean into change. At Run, we can’t wait to see which of these trends takes off – or maybe it will be something totally different to take the world by storm? Who knows!

What trends are you most excited about in 2025? 👇