Show Notes
With more than 2 billion daily users and 40 billion hours of sports content watched annually, YouTube has become a major destination for sports highlights, creator watchalongs and, increasingly, live sport.
In this episode, we revisit an interview from the SportsPro Media Summit in Madrid, where SportsPro head of editorial Sam Carp sits down with Jonny Keogh, YouTube's head of UK sports, to discuss how leagues, teams and rights holders are using the platform to expand their reach and monetise audiences.
Keogh outlines what a "good" YouTube strategy looks like today, how competitions like the Women's Super League have used the platform to build audiences and attract sponsors, and whether some properties should even use it as their primary distribution channel.
📩 Got questions for future episodes? Email us at: [email protected]
🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era.
OUR SOCIALS: Newsletter: https://www.sportspro.com/account/registration/ YouTube: http://youtube.com/@wearesportspro Instagram: https://instagram.com/sportspro.media LinkedIn: https://www.linkedin.com/company/sportspro-media TikTok: https://www.tiktok.com/@sportspromedia
More from SportsPro Podcast
Formula One has confirmed a long-awaited return to Africa, with a ten-year deal to stage a race in Rwanda from the early 2030s.
Few people know the business of event hosting quite like Esther Britten. As UK Sport's deputy director and head of major events and external affairs, Britten has overseen more than 100 major international sporting events and plays a key role in deciding which ones the country should bid for.
Since its launch in 2010, On has grown from a Swiss running startup into one of the world's fastest-growing sportswear brands. The company generates more than CHF 3 billion in revenue, has nearly 100 stores worldwide and recently announced a move into football with France and Real Madrid star Kylian Mbappé.
Kylian Mbappe stunned soccer last week by announcing that he was ending his 20-year partnership with Nike to become the face of Swiss sportswear brand On’s move into the sport. This week, Steve McCaskill dials in from New York to join Sam Carp to unpack why the France and Real Madrid star made the switch, how the reported equity component could benefit both sides and what this deal says about the trajectory of On and Nike. They also consider whether On, a premium brand whose growth story has been built around product innovation, can recreate the success it has seen in running in a sport that has long been dominated by Nike and Adidas. Meanwhile, with the new NHL season fast approaching, the pair also take a look at the growing business of the North American ice hockey league and preview some of the key media developments that are likely to dominate the headlines during the 2026/27 campaign.
What happens when a football league needs to broadcast its own live games?