The panel featured Damien Mennechet<\/a>, Head of Social Media at Paris Saint-Germain (PSG); Tal Sela<\/a>, Head of Video and Creative Works at Google; Antonio Wimmer<\/a>, Director General of WimmerFilms; and Dikla Bengio<\/a>, Partnerships Manager at Artlist.<\/p>\n\n\n\n Tal Sela from Google opened the discussion with an overview of shifting fan behaviors. \u201cOver 35 billion watch hours of sports content were consumed on YouTube last year \u2014 a 45% year-on-year growth,\u201d he shared. Tal emphasized the importance of adapting to these changes, particularly as younger audiences increasingly prefer short-form, interactive content over traditional television: \u201cGen Z-ers and Gen Alphas are swiping and streaming over three hours a day while only watching under 20 minutes of TV a day. Change is coming.\u201d<\/p>\n\n\n\n To address this shift, he discussed the concept of the \u2018fandom spectrum,\u2019 explaining how sports teams can engage different types of fans:<\/p>\n\n\n\n Engage non-fans with compelling, story-driven content like Drive to Survive<\/em>, the Netflix documentary on Formula 1 racing. It turned casual viewers into passionate fans by focusing on human stories and behind-the-scenes drama, elevating the sport into a global phenomenon.<\/p>\n\n\n\n Capture casual fans with highlights, short clips, and live match coverage tailored for quick, easy consumption. These formats keep them engaged, informed, and eager to share content.<\/p>\n\n\n\n Build loyalty among hardcore fans with exclusive, behind-the-scenes content like Juventus\u2019 Creator Lab, where creators deliver authentic, club-focused material that deepens their connection to the team.<\/p>\n\n\n\n Damien Mennechet shared how PSG manages an astounding 1,000 pieces of content weekly across all platforms. Tailoring short clips, game highlights, and behind-the-scenes moments for platforms like TikTok, YouTube Shorts, and Instagram Reels helps the club maximize reach. <\/p>\n\n\n\n \u201cWe\u2019re now in an era where we\u2019re shifting from a community approach to a discovery approach,\u201d he explained. \u201cHaving lots of followers is great, but you need to be surprising and entertaining to reach broader audiences. We\u2019re not just competing with other clubs \u2014 we\u2019re competing with creators across every niche, from chefs to beekeepers.\u201d<\/p>\n\n\n\n PSG\u2019s content strategy spans the entire club ecosystem. \u201cIf there\u2019s an upset, we don\u2019t go silent anymore,\u201d Mennechet said. The club creates compelling content across all its teams, from the men\u2019s and women\u2019s squads to the youth academy, through player profiles, behind-the-scenes moments, and team coverage. This comprehensive approach keeps fans deeply connected regardless of match results.<\/p>\n\n\n\n During the panel, Tal Sela highlighted Manchester City as a prime example of a club successfully building its global brand through a cohesive content strategy. \u201cFifteen years ago, people in Manchester \u2014 well, some people \u2014 liked Manchester City,\u201d he said, eliciting a laugh from the audience. \u201cToday, it\u2019s a global household name. How did they do it?\u201d<\/p>\n\n\n\n Tal outlined several strategies that contributed to Manchester City\u2019s rise as a global brand:<\/p>\n\n\n\n While City invested heavily in high-profile players to improve their on-field performance, they paired these efforts with an innovative approach to their off-field content strategy. \u201cThey had players in different continents and built strategies around them, giving fans access to these players in their local towns,\u201d Sela explained. This localized approach helped City build strong fan communities across multiple continents and significantly expand its international fanbase.<\/p>\n\n\n\n Beyond the matches themselves, Manchester City delivers pre-match shows, post-match analysis, press conferences, and more. This consistent flow of high-quality, engaging content creates a sense of community among fans worldwide.<\/p>\n\n\n\n The club invites creators to showcase their unique perspectives, using Manchester City\u2019s platform to reach a wider audience.<\/p>\n\n\n\n Through these efforts, Manchester City continues to successfully expand its reach, growing its fan base in markets like Latin America, Africa, and Asia.<\/p>\n\n\n\n The panel concluded with actionable insights for organizations looking to enhance their content strategies:<\/p>\n\n\n\n Let fans see your true colors. Genuine content builds trust and loyalty.<\/p>\n\n\n\n Each channel demands its own approach. Customize your content to maximize impact across different platforms.<\/p>\n\n\n\n High-quality visuals and sound make a lasting impression, essential for today\u2019s crowded landscape.<\/p>\n\n\n\n Partner with creators and engage with fans to expand your reach and create deeper connections.<\/p>\n\n\n\n There are no shortcuts. Success requires consistent, strategic efforts with a long-term vision.<\/p>\n\n\n\n Dikla Bengio spotlighted Artlist\u2019s pivotal role in supporting sports organizations with high-quality, ready-to-use creative assets. \u201cHaving access to a quality and comprehensive library of music, sound effects, and footage<\/a> is crucial for teams looking to engage their fans,\u201d she said. Artlist provides all these resources under a single, comprehensive license, enabling creators to focus on producing engaging content without worrying about copyright issues. This is why global sports icon Cristiano Ronaldo, plus top sports brands<\/a> like Real Madrid, FC Bayern, Liverpool FC, Juventus, Kansas City Chiefs, Florida Panthers, and more all trust Artlist for Sports<\/a> as the one-stop shop for their content needs.<\/p>\n\n\n\n Bengio also emphasized Artlist\u2019s commitment to authenticity. \u201cWe collaborate with local artists to ensure our assets genuinely reflect their cultures. For example, we worked with Brazilian musicians in the favelas to create authentic samba tracks<\/a>. Fans notice when your content is real.\u201d<\/p>\n\n\n\n Artlist\u2019s diverse catalog and intuitive tools make it the ideal solution for sports teams<\/a> and franchises. From royalty-free music<\/a> and sound effects<\/a> to video templates<\/a> and AI voiceovers<\/a>, Artlist offers everything you need to create standout content. As Dikla Bengio puts it: \u201cContent today isn\u2019t about creating more \u2014 it\u2019s about creating better. Artlist enables teams to deliver high-quality, emotionally resonant content at scale.<\/p>\n\n\n\n![\"Artlist](\"https:\/\/img.youtube.com\/vi\/R87dVpzFmnE\/maxresdefault.jpg\")
\n \n \n \n \n<\/div>\n\n\n\n\nThe changing landscape of sports content<\/h2>\n\n\n\n
Non-fans<\/h3>\n\n\n\n
Casual fans<\/h3>\n\n\n\n
Hardcore fans<\/h3>\n\n\n\n
Paris Saint-Germain\u2019s digital playbook<\/h2>\n\n\n\n
Manchester City\u2019s rise to global powerhouse<\/h2>\n\n\n\n
![\"Artlist](\"https:\/\/img.youtube.com\/vi\/sgeU8fVuAro\/maxresdefault.jpg\")
\n \n \n \n \n<\/div>\n\n\n\n\nStrategic player investments<\/h3>\n\n\n\n
Comprehensive live coverage<\/h3>\n\n\n\n
Partnering with creators<\/h3>\n\n\n\n
Takeaways for turning content into a growth engine<\/h2>\n\n\n\n
Success starts with authenticity<\/h3>\n\n\n\n
Adapt to platforms<\/h3>\n\n\n\n
Invest in quality<\/h3>\n\n\n\n
Embrace collaboration<\/h3>\n\n\n\n
Think long-term<\/h3>\n\n\n\n
Empowering sports businesses with world-class tools<\/h2>\n\n\n\n
Why Artlist is the perfect partner for sports content<\/h2>\n\n\n\n
![\"Artlist](\"https:\/\/img.youtube.com\/vi\/dRngh4An7co\/maxresdefault.jpg\")
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