Your Audience Is Already Broadcasting. You're Just Not Invited.

Every weekend, millions of young people create, edit, and distribute sports content that never touches your platform, your hashtag, or your campaign.

They're not waiting to consume what brands produce. They're producing their own. And the stuff they're making, raw clips, group chat highlights, 1v1 humiliations - travels further in their world than anything with a media budget behind it.

Veo has captured over 4 million grassroots matches globally. Top Baller has built a global 1v1 format that's attracted Messi, IShowSpeed, and the Bundesliga. Neither of us started as media companies. We became media companies because that's what the audience demanded.

What we've learned challenges the assumptions most youth marketing still operates on:

• They don't want to watch sports. They want to be visible in it.
• A 12-second clip has more status than a 90-minute broadcast.
• "Getting better" is identity. Winning is secondary.
• They'll build a community around a Tuesday night 1v1 faster than a Champions League final.

Top Baller went from a London cage to events with Messi in two years. Players from their tournaments have signed for Preston, Wolves, and PSG. The pathway doesn't look like it used to.

This session is for anyone trying to reach young audiences through sport, and wondering why the old playbook isn't working.