The sports broadcasting landscape is changing with TikTok emerging as a sports viewing hub emerging and the main reason for many going on social media. There is no doubt TV behaviours have changed and are continuing to change and arguably it’s social media that could pose both the greatest threat, and the greatest opportunity, for sports broadcasters and rightsholders alike. However, for the foreseeable future, the role of social media is to complement rather than compete. This session will explore how broadcasters can work better with social media giants to seize the opportunities in the digital sphere as they arise.