Sports brands and clubs want match content live within the hour. They also want 40 versions of it. Those two demands are quietly at war.   Match-day content is a unique post-production challenge. Fans want highlights while the emotion is still hot — minutes, not hours. But one match now generates dozens of deliverables: vertical, square, stories, the sponsor cut, the player-specific clips.   The teams getting this right split it. AI tooling handles the volume layer — the cut-downs, the format variants, the captioning — in near-real-time. A human holds the hero edit, the emotional one.   Speed and volume stop fighting when you stop running them through the same pipeline.   Sports content teams — is your match-day pipeline built for speed, volume, or both?   #SportsContent #PostProduction #UKSports #FranceSports #EnglandSports #MediaProduction #SportsEditing #VideoEditing #UKVideographers #CommercialVideo #SportsMedia #SportsMarketing #Videographers #Photographers #UKSports #MarketingManagers

Every film needs a clear marketing plan before release. While distributors and sales agents can help, you know your movie best. Specificity in marketing is key. Instead of broadly stating a film is 'all genres,' identifying a core audience, like 'people who enjoy surfing,' allows for targeted and effective promotion. Having a defined marketing idea upfront, even if it evolves later, puts you in a stronger position than simply releasing a film without a plan. #FilmMarketing #Filmmaking #Distribution #ContentStrategy #EntertainmentIndustry

This looks like premium motorsport broadcast footage. It was generated from nothing. Watch the clip and ask yourself what production it would normally require: trackside broadcast access, a driver, a team, telephoto rigs, cockpit cameras, and the rights to film an actual race weekend. The answer used to be "a budget most brands and creators will never have." This footage required none of it. The grid tension, the cockpit POV, the five red lights reflected in the visor — all of it was created on LooksCraft. For anyone working in sports marketing, brand content, or media production, this is the shift worth noticing: Cinematic, broadcast-grade sports content has been one of the most expensive, access-gated categories in all of media. Generating it convincingly — with the emotional micro-detail that makes you feel the tension — changes who gets to tell these stories. A challenger sports brand, a small media outlet, an independent creator can now produce a spot that reads like a championship broadcast. The category that was hardest to fake well is now open. That's a meaningful competitive reset for everyone outside the few who could previously afford it. In sports and brand media — what changes when broadcast-grade footage no longer requires broadcast-grade access? #SportsMarketing #BrandContent #MediaProduction #Cinematic #AIMarketing #ContentStrategy #Motorsport

I listened carefully to Lewis Wiltshire from IMG on stage at the SVG Europe Digital Content event. First, the IMG Digital Trends report is absolutely brilliant. If you want to improve your content factory and challenge your assumptions with actual data, it's worth a read for everyone in the industry. Link in the comments. Second, I really liked the idea of "Main Character Energy." It's the idea that fans increasingly connect with people more than institutions. They're following athletes, creators, presenters, and trusted individuals rather than just clubs, leagues, or brands. Nothing new. But in practice, it means sports organizations should think deeply about their athletes as voices to engage audiences. It's right at the top of the engagement funnel, but also the first massive layer of democratization in your content strategy. I immediately thought about Stéphanie Giardina and her ambition to keep pushing boundaries at Volleyball World. But it also strongly resonates with a great use case we, at ScorePlay, have with FIS - The International Ski and Snowboard Federation, led by the brilliant Benjamin Stoll. When you're able to explain to broadcasters that exclusivity on almost nothing is often worth... nothing. When you're able to explain that carving out and sharing the right amount of content, quickly, to the right audience through the most captivating channel, athletes themselves, creates value. That's when people start to care about your sport and your product. Absolute masterclass. See below. #SVGDigitalcontent #IMGDIGITALTRENDS2026 #Athletedistribution #mediarights George Bevir Bert Grant Jonas Verest Lukas Yves Brawand Joackim Le Goff

#OlympicDay has got us reminiscing about some of our favourite Olympic projects over the years. Paris 2024 saw us partner with Federation Equestre Internationale (FEI) to create a very special campaign… A Bond Like No Other. 🐴🌟 This campaign is a strong example of what we believe in at Redtorch: using emotional connection, cultural understanding and sport-specific insight to create ideas that genuinely differentiate brands on the world stage. In the build-up to, during and after Paris 2024, the campaign highlighted what makes equestrian sport meaningfully different (the unique relationship between horse and rider) and used the Games to drive attention and audience growth. 📈 Find out more about the campaign that won 'Best Specialist Campaign' bronze at International Content Marketing Awards. 👇 https://lnkd.in/evDT9G7b #YouCanDoThis #sportsmarketing

A nation where ancient traditions, breathtaking landscapes, and unforgettable football moments come together. A project fot the vibrant souks of Marrakesh to the roar of the Atlas Lions, Morocco continues to inspire millions on the road to the FIFA World Cup 2026. 🎬 AI Filmmaking ⚽ Sports Storytelling 🎨 Motion Design 🌍 Cinematic Brand Content Let's connect and explore how AI can elevate your sports brand and engage fans in a whole new way. If you're building the future of sports content, I'd love to be part of your journey. #Morocco #AtlasLions #FIFAWorldCup2026 #WorldCup2026 #MoroccoFootball #MoroccoVsCanada #QuarterFinal #SportsMarketing #SportsMedia #FootballContent #AIContent #AICreator #SportsDesign #VideoEditing #CreativeStudio #VisualStorytelling #SportsBranding #LinkedInNetworking #DigitalMarketing #Football #ContentCreation

Had a lot of fun filming this latest episode of The Partnership Game with Kenny Annan-Jonathan, Sport Director at Cannes Lions International Festival of Creativity In this episode of The Partnership Game, I sit down with Kenny – the first creative director in the Premier League, founder of a talent management and creative agency, and now Sport Director at Cannes Lions, where he's building out LIONS Sport: a new initiative designed to bring brands, agencies, rights holders and marketeers into one room and fix how the industry talks about sport. We trace his career path that starts in graphic design, moves through fashion, and finds its way into sport via a chance customer relationship with Wilfried Zaha. He makes the case for why the best sports marketing speaks to communities rather than at them, why creativity in sport has to be a long play, and why the Ronaldinho crossbar ad remains the campaign he wishes he'd made. 📺 Watch the full video here via The Subthread - https://lnkd.in/eGYBnPHU

C'mon the lads! After a 28 year absence, Scotland kick off their World Cup tournament today against Haiti in Boston. The ‘Tartan Army’ and the whole of Scotland expect great things. When I think of Scottish advertising, there’s one film that stands out above even the brilliant Irn-Bru campaign. Johnnie Walker’s ‘The Man Who Walked Around The World’ is a captivating historical monologue that chronicles how a 14-year-old Scottish grocer's son transformed a small-town shop into a global whisky empire. The six minute film features actor Robert Carlyle walking the hills of Loch Doyne in Scotland in a script built around the brand's long-running "Keep Walking" slogan. Written by BBH's Justin Moore and directed by Jamie Rafn, it was filmed in one continuous shot - it was the longest single-take continuous tracking shot in advertising history. There was no CGI or cheeky digital cuts. The cinematographer, George Richmond, was pulled on a specially built rickshaw holding a Steadicam as Carlyle walked towards camera in a carefully timed and choreographed sequence, and whilst being constantly attacked by swarms of midges (you couldn’t get more Scottish!). It took them 40 takes over two days to get it right. The ad was released in August 2009 on YouTube and other digital channels to coincide with the brand's 190th anniversary, and was a massive success, contributing to the broader "Keep Walking" campaign that drove significant sales growth for the brand. And remember that back in 2009, YouTube was still primarily used for short, low-quality clips. This  six-minute film changed all that - it was one of the first high-budget, cinematic ‘viral videos’, racking up millions of views at a time when marketers believed digital consumers had the attention span of a goldfish and everything needed to be said in the first 5 seconds. It won a Cannes Gold Lion of course, along with top honours at the British Television Advertising Awards and the Clio Awards. #advertising #FIFAWorldCup #WorldCup2026

At Sport Beach in Cannes, Sarah Barasch (SVP of Strategy & Client Growth at The People Platform, part of The Marketing Cloud) sat down with Jennifer Friedlander (SVP of Insights and Measurement at Screenvision Media) and Fotoulla Damaskos (Chief Brand Officer at NRG). They dismantled the myth that Gen Z and Gen Alpha only care about Instagram Reels, TikTok, and other short-form content. Instead, younger cohorts are fueling a major cinema revival by treating moviegoing as an intentional, phone-free social event. This demographic is actively bridging the gap between Hollywood and the creator economy, turning digital fandoms into real-world, shared experiences. For brands, this shift offers a rare oasis of undivided consumer attention. Because these audiences love to "eventize" their theater trips, the cinema pre-show delivers unmatched ad recall and cultural engagement. That opens an opportunity for smart marketers to tap into an enthusiastic fan engine that drives buzz long after the lights come up. #sportbeach2026 #sportbeach #canneslions https://lnkd.in/eZFj-VgW