The relationship between sports organisations and their audiences is changing. Leagues, federations and clubs are investing in their own streaming platforms, content teams and digital channels to build direct relationships with fans and create new revenue opportunities beyond traditional rights deals. Alongside live coverage, many are expanding into original programming, social publishing, athlete-led content and year-round fan engagement strategies. This session explores how sports organisations and rights holders are developing in-house media capabilities, what this means for broadcasters and platform partners, and how direct audience ownership is reshaping sports media models.