What US sports get right that we don’t
Sporting codes like rugby and cricket run the risk of losing younger fans to other sports if they continue with their strict copyright policy that prevents the sharing or third-party analysis of their content — as was widely criticised during this year’s Rugby World Cup.
It is narrow-minded in the extreme to place the immediate perceived financial loss as a higher priority than allowing fans to engage with content on social media. Young fans turn into older fans that eventually fund sporting organisations by purchasing streaming subscriptions, match tickets and merchandise.
Sports fans would be hardpressed these days to scroll their social media feeds and not come across a clip from one of the major American sporting codes. There is a seemingly endless stream of video content that emerges daily from the likes of the NBA or NFL.
It might come from official channels, or more often, clips are posted online by social media users for the consumption of their followers and social media at large.
The clips not only provide viewing opportunities for sports that may not be available on television in most countries but create discussion and a chance for moments to go viral, amassing millions of views and launching players into stardom.
By contrast, World Rugby and international cricket boards, in an attempt to preserve the lucrative broadcast rights deals signed for major tournaments, swiftly flag content for copyright infringement on social media platforms like X or YouTube.
American sports understand the value of having their content shared across social media. Gen Z live their lives on social media, whether the older generations believe that to be positive or negative, that is the reality. Younger fans often do not have the finance to pay for what are increasingly more expensive streaming platforms, so their consumption comes via social media.
Rugby and cricket may find rethinking their copyright procedures would be of greater longterm benefit to their sport, or risk driving younger viewers to other codes before they have a chance to become devoted fully fledged fans.