Industry veteran James Abraham (exec producer & audience strategist) joins host Lawrence Boyd to trace a decade of breakthroughs in digital sport. They go inside Red Bull Stratos, Channel 4’s game-changing Paralympics coverage, the birth of BT Sport’s social-first playbook, Rugby Tonight’s “clubhouse” tone, innovations at World Rugby (including data-led speed graphics and Japan 2019), and building FIFA+ - from commissioning Captains (with Netflix) to that Messi ending. They also unpack Brazil’s digital rights pivot with R9’s Twitch co-stream, the Goalhanger stakeholder model, and what AI, personalization, and XR mean for the next 10 years. Lawrence Hodgson returns for a rapid-fire round that spans George Smiley to Sleaford Mods—and a wild post-final Messi moment.
What to expect
The messy, magical reality behind “made-for-internet TV” moments
How tone of voice, access, and modular formats supercharge reach
Talent as stakeholders (not just endorsements) and why it works
Practical federation vs. broadcaster dynamics (and how to still innovate)
A clear-eyed take on highlights, VR, and athlete-owned IP futures
Episode Time Stamps
00:00 Red Bull Stratos: making a web-first spectacle
00:29 Why Captains was a “FIFA-only” story
00:56 Messi’s fairytale ending (S2)
01:25 Talent as stakeholders, not hires
02:03 Show intro + relay format
13:10 BT Sport’s social-first growth play
17:30 Rugby Tonight: clubhouse tone, clippable by design
25:10 World Rugby: new voice + simple data (speed graphics)
27:31 Japan 2019: producing a Japanese World Cup
31:53 FIFA+ launch; 33:22–34:48 Captains x Netflix access
36:42–38:36 Brazil digital rights + R9 Twitch co-stream
41:30–46:58 The next decade: highlights, AI, XR, athlete-owned IP
57:57 Wild moment: Messi on shoulders, trophy in hand
59:55 Pass-the-mic Q + report plug
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