Beyond the highlights: Why long-form video content is the future of sports storytelling
By Philippe Petitpont, CEO and co-founder of Moments Lab.
In a world dominated by decreasing attention spans, and with social media feeds fuelled by reels, shorts, and clips, the sports industry has learned to prioritise short-form content. Fans eagerly consume highlights, viral moments, and quick updates about their favourite athletes and teams. And while these snippets satisfy immediate cravings, they can leave audiences yearning for something more substantial.
Long-form video content, on the other hand, taps into the deeper, more emotional connections that sports can create. The cultural impact of series like The Last Dance and All or Nothing shows that long-form storytelling has the power to captivate not just die-hard fans, but also those who wouldn’t typically engage with sports. These productions intrigue us by showing the human side of athletes, unveiling the behind-the-scenes drama of organisations, and weaving narratives that resonate on a universal level. They’re not just about the game; they’re about the people, their journeys, and the stories that unfold off the field.
The long-form advantage
Short-form content excels at grabbing attention, but it often lacks the depth needed to retain the audience. Long-form content, on the other hand, offers a richer, more immersive experience, often compelling us to return for more. Take Netflix’s Drive to Survive, for example. The series didn’t just showcase Formula 1 races; it delved into the rivalries, strategies, and personal journeys of drivers and teams. The show transformed F1 from a niche sport into a global phenomenon, attracting a billion-strong fan group and recording 77% of new viewers in the desired 16-35 age bracket.
Similarly, Tour de France: Unchained used the backdrop of the iconic cycling event to explore themes like teamwork, sacrifice, and resilience. Even for those unfamiliar with cycling, the series was captivating because it focused on the human stories behind the sport. It’s a reminder that long-form content isn’t just about the competition; it’s about the narratives that make sports relatable and inspiring.
The importance of archives in crafting stories
Archives have a crucial role to play in crafting compelling long-form content. Sports organisations and athletes are sitting on a goldmine of thrilling material — decades of footage, interviews, and behind-the-scenes moments that can be repurposed into stories. The challenge, however, is navigating these vast archives to uncover the moments that matter.
This is where the role of AI-powered video indexing becomes crucial. By analysing video, audio, and text data, AI can help organisations index their archives more effectively, making it easier to discover hidden gems and spark creative ideas. For instance, combined with rich quality metadata, AI can identify key moments in a match, recognise specific players, and propose customisable insights on what the videos contain. Imagine a documentary that juxtaposes a rookie athlete’s early struggles with his or her rise to stardom, using archival footage to highlight the journey. Or a series that explores the evolution of a team’s strategy over the years, blending historical clips with contemporary interviews. The possibilities are endless, but they start with a well-indexed and easily searchable archive.
Capturing the live element
Live moments — whether it’s a game-winning goal, a dramatic comeback, or an emotional celebration — are the heart of sports storytelling. To ensure these moments can be repurposed into long-form content, organisations need to think strategically about how they capture and manage live footage.
By integrating AI-powered tools into their workflows, teams can tag and categorise live footage in real time, making it easier to find specific moments later. For example, a broadcaster covering a major tournament might use AI to automatically tag key plays, player reactions, or crowd interactions as they happen. This not only enhances reactivity but also ensures that the most impactful moments are preserved and easily searchable for future storytelling.
Engaging with new fans and delivering ROI
One of the most compelling arguments for long-form content is its ability to attract new audiences. Shows like Icarus — an Oscar-winning documentary that started as an exploration of doping in sports and evolved into a full-blown investigation of Russian corruption — demonstrate how sports stories can transcend the field, entering mainstream conversations and even political debates. Similarly, Full Swing and Break Point have brought golf and tennis, respectively, to audiences who might not otherwise engage with these sports. A majority of Full Swing viewers – 63% – reportedly tuned in to the PGA Tour in the two months following the series debut.
The impact of Drive to Survive is multifaceted, driving ticket sales for races across Europe, boosting interest in the sport among women, and spurring major brand partnerships, including an unprecedented 10-year deal with the LVMH Group, reportedly worth $150 million per season.
Prepare for the future of sports storytelling
As spectators continue to crave intriguing long-form content, sports organisations and media companies have an opportunity to redefine how they connect with audiences. With easily searchable archives, they can create content that not only entertains but also elevates their brand perception and value. Take the series Welcome to Wrexham, which helped propel a tiny Welsh football club into a company worth £100 million and revitalised local tourism, with revenue up almost 50% since 2018.
Without the celebrity takeover of the football club and TV series, “Wrexham’s growth would be happening, but it might only be 1/50th of what it is now”, Ian Bancroft, chief executive of Wrexham County Borough Council, told AP.
In a world saturated with short-form content, long-form storytelling offers a chance to diversify, dig deeper, and weave lasting impressions that can unlock new opportunities for revenue growth. The key to tapping into this potential lies in the ability to discover, organise, and repurpose the moments that matter. With the right tools and strategies, sports organisations can transform their archives into a virtual treasure trove of stories, ensuring that the rich history of sports continues to inspire future generations.