The sports rights market now extends far beyond traditional broadcast partnerships. Streaming platforms, social media services, FAST channels and creator-led ecosystems (including podcast providers) are creating new routes to market for live and non-live sports content. These opportunities bring new questions around exclusivity, discoverability, piracy, audience data and long-term rights value. This session explores how sports organisations are structuring distribution strategies across an increasingly fragmented market while protecting the value of premium live content.