An overflow of content won't solve the enshittification of sports marketing

"Yet rights holders are also meant to protect the value of their products-a value that's currently being chipped away by an endless stream of clips, highlights and post-game interviews. All this churn comes at the expense of creativity, social media talent - and, fundamentally, consumer engagement. The result is the enshittification of sports marketing. Let me explain. So much for creativity"

"Most of the content in this volume play is organic - and organic reach is falling so the rights holders have to keep producing more and more to get half as much reach. This is the nil-sum game. Not to mention, they're shouting into the same hurricane as TV, newspapers and other media, prioritizing speed over judgment and adding to the noise rather than cutting through it."

Rights holders and sports marketers are massively increasing content output to meet commercial and contractual demands, sometimes exceeding 10,000 pieces monthly. Most of that volume delivers little value: 70% of engagement derives from just 10% of the audience. Organic reach is falling, so more content yields diminishing returns, while speed and repetition drown out creativity and memorable storytelling. Endless clips, highlights and post-game interviews erode product value, strain social media talent, and fracture consumer engagement. The current approach creates a creative death spiral and risks degrading the overall effectiveness and cultural impact of sports marketing.

Read at The Drum