The Evolution of Digital Media and Sports PR
The emergence of dynamic podcasts, engaging online newsrooms and team-owned broadcasts transforms how sports fans engage in real time in 2025
As an aspiring Asian American public relations professional dedicated to amplifying underrepresented stories in sports, I see the shift in digital sports media as a strategic movement rather than just a passing trend.
"Sports PR (Public Relations) is the practice of promoting and managing the image of sports teams, athletes and organizations through various media channels," according to PR News.
Modern platforms like social media, podcasts and streaming services have democratized mass media, fundamentally changing how we connect with sports narratives.
It's remarkable to think that newspapers and radio broadcasts were the primary sources of sports news not too long ago. While traditional media still plays an important role, the surge of modern digital platforms has captured the majority of sports media consumers. Nowadays, many of us receive information on the go on mobile devices while commuting to work, attending family gatherings or traveling.
Today, sports fans are no longer just passive viewers. The emergence of dynamic podcasts, engaging online press rooms and in-house broadcasting transforms how fans engage in real-time. This is an exciting era where your voice matters more than ever in sports.
Podcasts are the new powerhouse in strategic sports media and PR
Why wait for a talk show appearance when creating a personal platform is possible? Podcasts have become a cornerstone of the sports’ digital revolution, offering fans a closer connection to the action. Through a blend of audio and video content, sports executives, staff and players can showcase their personalities and engage directly with audiences. The more involved a community, the better sports PR can thrive through connection with their audiences.
Sports Network Podcasts
Major sports networks like ESPN and Fox Sports have embraced this trend, launching a variety of podcast series that cater to diverse fan interests. Some notable ESPN and Fox Sports podcasts include:
MLB Podcasts
Sports leagues have increasingly embraced podcasting, providing fans with detailed insights into their favorite sports. For instance, some popular Major League Baseball (MLB) podcasts are:
MLB Pipeline: This podcast delves into the world of baseball prospects, offering game recaps and player interviews. It's a go-to source for fans interested in the future stars of Major League Baseball.
MLB Morning Lineup: Similar in content, Morning Lineup provides daily updates, ensuring fans stay informed about the latest happenings in the MLB under 10 minutes.
NBA Dallas Mavericks' Mavericks Podcasts
The NBA’s Dallas Mavericks has an in-house podcast production called "Mavs Studio 41" that features a variety of talk shows including:
Round Ball Talk: Focuses on game recaps, player interviews and team strategies, this podcast is perfect for fans wanting a comprehensive look at the Dallas Mavericks.
Take Dat Wit Chu: Combines humorous banter with behind-the-scenes insights and fan interactions, this podcast offers a lighter, more entertaining take on the Mavericks.
Poor Spacing: Provides in-depth analysis of game tactics and player performances.
Somos Mavs: Caters to Spanish-speaking fans. Covers team news, player profiles and the cultural aspects of the Mavericks, making it a unique addition to the podcast lineup.
Professional Athlete Podcasts
Many current and former professional athletes have embraced this platform as well. A prime example is the podcast hosted by NFL stars and brothers Jason and Travis Kelce.
New Heights Show: Provides fans with an inside look at life in the NFL, featuring candid conversations, humorous banter, and fun guests. The Kelce Brothers' platform is one of many venues that showcase how athletes can effectively use podcasts to build their brands and touch their fanbase on a deeper level.
“While television once dominated video entertainment, U.S. audiences, especially younger generations, are now engaging more evenly with subscription video-on-demand (SVOD) companies, social platforms, gaming, and audio entertainment like music and podcasts,” according to 2025 Digital Media Trends by Deloitte Insights.
Internal, online sports newsrooms steer the narrative
In the fast-paced world of sports, quick and effective communication is key.
Sports teams and organizations are increasingly recognizing the value of enhancing their online press rooms. Online newsrooms serve as a resource hub of all media-related content including press releases, company announcements, multimedia galleries and downloadable press kits.
By managing centralized online newsrooms, sports organizations can spotlight positive stories, address issues head-on and ensure that the shared information aligns with their brand values and objectives. In an era where misinformation can spread rapidly, having a reliable source helps to reinforce positive proactive public relations.
NFL’s Los Angeles Chargers Newsroom
Consistency in communication is crucial. The NFL’s Los Angeles Chargers’ strategic media relations and audience engagement initiatives showcase how a unified front online platform can benefit a sports team.
The Chargers excel at highlighting the journey and accomplishments of key players. Consistently sharing players news and achievements, the organization crafts an inspiring narrative that resonates with fans. Additionally, regular features like "5 Takeaways" and “Bolts Buzz” on their newsroom provide fans with critical insights and updates, ensuring they are well-informed and engaged with the team.
On top of positive storytelling, the Chargers also demonstrate a proactive approach to crisis management. They openly communicate about changes and challenges. Since 2021, the team has made several significant coaching changes, including hiring Jim Harbaugh as Head Coach following a disappointing season. By being transparent about these changes, the Chargers mitigate potential concerns and reinforce their commitment to maintaining a strong, positive narrative.
In-house newsrooms are not just informative, these platforms effectively ensure sports team’s stories are conveyed accurately and positively, thus enhancing their overall public relations efforts.
Game-changing views: team-owned broadcasts
In recent years, the landscape of sports broadcasting has been transformed by the emergence of digital streaming platforms. Many sports leagues and teams are moving towards direct-to-consumer (DTC) models, offering fans live streaming of games and exclusive content on their own terms. This shift is reshaping how fans engage with their favorite teams and sports.
The NFL Dallas Cowboys is a prime example of an organization leveraging team-owned broadcasting. Operating from their headquarters at The Star in Frisco, Texas, Cowboys TV produces live game broadcasts, interviews and behind-the-scenes features. By establishing in-house broadcasting stations, the Cowboys deliver localized content that strengthens the bond with their fanbase while ensuring high production standards.
Teams in the NBA have also embraced this approach to generate considerable revenue while delivering content that resonates with local fans. Meanwhile, MLB teams like the Houston Astros, which co-own Space City Home Network with the Houston Rockets, illustrate how teams are prioritizing fan engagement through dedicated media channels.
The rise of team-owned broadcasting signifies a major shift in sports media, prioritizing fan engagement and individualized experiences. As teams continue to explore these innovative models, we can expect an even more dynamic and interactive future for sports fans. The ability to connect directly with teams and access tailored content not only enhances the viewing experience but also strengthens public perception and trust.
All roads lead back to strategic communications and PR
The landscape of sports broadcasting is constantly evolving, with mergers and acquisitions shaping the industry behind the scenes. The value of streaming sports media rights has nearly doubled from $14.6 billion in 2015 to almost $30 billion in 2024, showcasing the significant growth in this sector.
Podcasts and newsroom media have emerged as vital sources for fans seeking content without watching live games. This evolution has made sports media more interactive, personalized and accessible.
The intersection of digital media and sports PR has transformed the scope of what PR professionals can use to communicate to the public meaningfully and directly. The immediacy of digital media can be utilized to swiftly address issues, maintain transparency and build trust with fans, media and stakeholders.
It's not just about new technologies; it's about using these tools strategically to enhance connections and reputations in an ever-changing space.
