Key takeaways:
– Major tournaments can accelerate growth by reducing access barriers and designing experiences that welcome casual fans alongside traditional, core audiences.
– Content now functions as the primary discovery layer, using platform-native storytelling to spark interest and cultural relevance before demanding fan commitment.
– AI-powered personalization enables rights holders to deliver tailored content at scale, meeting rising fan expectations without adding operational complexity or cost.
In recent weeks, as part of our “2026 and Beyond: Sports Industry Leaders on What’s Next” series, we've shared insights from across the ecosystem on themes that will define the future of sports media. As the Africa Cup of Nations (AFCON) in Morocco approaches its final stages, it's a good time to examine how some of these themes shape major events, and what other organizations can learn from them.
1. Targeting casual fans
A recent US consumer insights survey conducted by S&P Global revealed that about a third (36%) of Americans consider themselves avid sports fans. The rest identify as casual fans (43%) or as non-fans (21%). According to industry leaders, sports content is disproportionately skewed toward avid fans, which means casual fans and potential fans – who represent significant growth opportunities – are typically underserved.
“As sports options continue to grow and media rights continue to increase, rights holders are going to have to cast a wider net to grow the ecosystem and generate a return on their investment,” said Jordan Levin, formerly chief content officer at the NFL and currently professor of practice at the University of Texas. “In a world where sports represent the final piece of monoculture, it’s a group that actually wants this stuff more than ever.”
Recognizing this, the Confédération Africaine de Football (CAF) has made a concerted effort to target underserved fans. It started with making it easy for fans to get involved. Before the tournament, CAF launched a diaspora tour, sending a message that AFCON belongs to Africans everywhere. During the tournament, fan zones in host cities ensure that AFCON is woven into daily life, with live screenings, music, and digital experiences tied to content creation.
Another tactic that helps attract casual fans is accessibility. In December, CAF accepted a bid from British free-to-air television Channel 4, marking the first time the tournament was available to watch for free in the UK. Other markets where AFCON is shown on free-to-air TV include South Africa, Nigeria, Cameroon, Côte d'Ivoire (Ivory Coast), Greece, and Norway.
2. Content as a discovery tool
Accessibility and experiential fan zones can only go so far without discovery. And in a world where social media is rapidly becoming the engine of brand discovery, argue industry leaders, sports organizations need to focus on creating platform-ready content that's geared more toward generating interest and engagement than driving revenue.
“While content can drive purchases, its most important role is to serve as the discovery layer, to expose sports to as many people as possible,” said Débora Llamas, who manages the TV channel of ACB, the Spanish basketball league. “Submitting it to drive sales is useful, but content is your best tool to reach more fans.”
AFCON 25 is a good example of this. Whether through video podcasts or brand campaigns that involve pan-African influencers, the lead-up to the tournament was marked by the creation of creative content that celebrates the joy, passion, and defining moments of AFCON across all fan touchpoints.
3. The personalization imperative
The evidence is mounting: personalization is no longer just the cultural zeitgeist – it's a make-or-break feature. WSC Sports' 2025/26 Fan Engagement Study found that more than half of fans have canceled or switched streaming services due to poor personalization. In addition, 62% of Millennials are likely to purchase merchandise or tickets through links on personalized highlights, proving that tailored content can directly impact organizations' bottom line.
“Explicit personalization is the defining competitive edge,” said John Barbarotta, senior director of digital video content at ESPN. “Fans expect platforms to know which teams, players, and moments they care about most and to surface that content instantly and intelligently. Those who can put that notion at the forefront of their content strategy will win.”
That strategy is on full display at AFCON 2025. Through a partnership with smartphone manufacturer TECNO, one of the tournament's sponsors, CAF provides fans with a personalized recap engine that compiles decisive moments from each match. The engine, called Ella Match Highlight, automatically creates recaps based on each fanʼs preferences, giving users direct control over what they wish to watch.
A blueprint in motion
AFCON 2025 offers a real-world example of how modern sports organizations are evolving. By lowering barriers to entry, using content to spark discovery, and treating personalization as a baseline expectation, the tournament has not only laid the groundwork to reach audiences beyond its traditional fan base, but also set a clear benchmark for event-led fan engagement. For sports organizations navigating what comes next, Morocco provides a compelling blueprint.
Actionable insights:
– Design content specifically for casual and first-time fans, prioritizing clarity, emotion, and context over stats-heavy narratives meant for hardcore audiences.
– Treat short-form video as a discovery engine, optimizing formats, hooks, and distribution for social platforms rather than pushing direct conversion.
– Use AI-driven tools to automate personalized moments and highlights, allowing small teams to deliver tailored experiences consistently and at scale.
