IMG Unveils 2026 Digital Trends Report | News

As we step into a new era of sports and media, IMG’s Digital Trends Report 2026 arrives as a crucial guide. This cutting-edge report delves into the technological innovations and developments anticipated to transform the landscape for rightsholders over the coming year. Here’s a closer look at the major predictions shaping the future of sports in 2026.

A Shift Towards Quality and Consistency

One of the standout assertions from the report is that the age of quality over quantity is over. Sports brands can no longer afford to rely solely on polished, infrequent content; there’s a pressing need to produce high-quality, high-volume materials consistently across diverse platforms. The key to success now lies in authentic visibility and responsiveness. Companies that intelligently leverage AI to enhance workflows while also investing in creative talent will maintain a competitive edge. The takeaway? The brands that master the balance between production scale and originality will ultimately capture the most attention.

Amazon’s Pivotal Role

Amazon has firmly positioned itself at the confluence of sports, technology, and fan engagement. With its AWS-powered AI insights, live streaming capabilities, and integrated commerce features, the platform uniquely fosters connections among rights, data, and retail avenues. For rightsholders, adapting platform-specific strategies for Amazon is essential. This includes addressing issues like data governance and intellectual property ownership while designing content tailored to the platform’s commerce-driven ethos.

The Rise of AI in Sports Marketing

With AI assistants and intelligent search tools increasingly influencing fans’ decisions about what to view, purchase, and attend, businesses must adapt or risk being overlooked. As zero-click searches and AI summaries proliferate, the emerging discipline of Generative Engine Optimisation (GEO) will become paramount. Sports brands must focus on producing authoritative and structured content that AI can trust, helping to boost their visibility and reliability as sources of information.

Fans Follow Individual Voices

In a digital landscape that increasingly values individuality, fans are gravitating towards creators rather than corporations. Platforms are now prioritizing personal voices, meaning sports organizations need to cultivate talented on-camera figures and encourage two-way interactions with audiences. The path forward involves humanizing brand identities and collaborating with creator ecosystems to maintain relevance. Those sticking to traditional models risk fading into obscurity amidst changing dynamics.

The Need for Genuine Global Engagement

While real-time AI translation has made content universally accessible, the essence of cultural relatability remains elusive. Authentic localization hinges on human understanding of tone and humor. To connect with global audiences meaningfully, sports organizations must invest in quality control and lay the groundwork for region-specific narratives. Authenticity and cultural relevance are vital for achieving growth on a global scale.

The Short-Form Video Conundrum

In an era dominated by short-form video content, organizations must navigate a tricky landscape where virality does not necessarily equate to value. While platforms like TikTok and Instagram Reels are crucial for initial discovery, fostering long-lasting fan relationships requires deeper engagement through more substantial formats. By balancing short snippets with long-form content such as podcasts and documentaries, sports brands can cultivate stronger emotional connections with their audience.

Navigating the Chinese Digital Space

For global sports brands, gaining traction in China’s unique digital ecosystem—particularly on platforms like Xiaohongshu (RedNote)—is non-negotiable. This hybrid platform acts as a crucial discovery engine within the country. Brands need to foster trust through authentic, community-driven content, build collaborations with local creators, and optimize their approach for AI-driven discoverability. Genuine influence in this space hinges upon authenticity rather than conventional advertising strategies.

The Ranking of Media Platforms

This year’s iteration of the report ranks the top 12 influential media platforms for the global sports industry, with a focus on engaging international audiences. YouTube has retained its position as the leading platform for sports, known for its diverse media formats and robust audience analytics. Following YouTube are Instagram, TikTok, and Facebook, while Spotify makes its debut in the rankings. Douyin, China’s version of TikTok, still reigns supreme in that market.

Insights from Industry Leaders

Lewis Wiltshire, IMG’s Senior Vice President and Managing Director of Digital, emphasizes the global perspective this year’s report brings. With insights drawn from over 200 digital experts across five continents, this report captures the ever-evolving digital landscape. A notable aspect is how deeply intertwined AI is within their predictions, underscoring that while technology paves the way for many changes in the near future, the importance of human creativity and local insights remains paramount as we look toward 2026.