For decades, the sports media ecosystem operated within a relatively stable structure. Leagues sold media rights, broadcasters controlled distribution, and fans consumed content through a limited number of channels. That model created enormous value for the industry, but the foundations supporting it are beginning to shift. Across global sport, broadcasters
Why distribution alone is no longer enough — and what comes next Many sports federations and leagues have made significant progress in recent years by embracing digital (live) distribution. Platforms like YouTube have enabled organizations to reach global audiences at scale, often for the first time. Matches are streamed consistently, highlights
Case studies
The Northern Ireland Football League delivered four live matches on 2025 Boxing Day using Motto's streaming platform, achieving global reach with zero upfront costs. Overview All matches were delivered reliably and without incident, demonstrating that league-operated OTT and live streaming can be implemented quickly and safely, even under