The Attention Shift

Join Ed and Andy as they unpack the biggest shifts in sports media. They cover DAZN's acquisition of EverPass Media and the launch of DAZN for Business, Red Bull's Max vs 100 event at Silverstone on 16 September, the Lloyds Tour of Britain Women 5x-ing its YouTube audience, the BBC's first live boxing watchalong for Itauma vs Hrgović, and Bundesliga awarding Jamie Vardy's YouTube channel seven live Friday-night matches for the 2026-27 season.To listen to every episode of The Attention Shift, head to dizplai.com. Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro00:32 DAZN acquires EverPass and launches DAZN for Business07:29 Red Bull's Max vs 100 at Silverstone on Disney+13:29 The Lloyds Tour of Britain Women 5x's its YouTube audience19:44 The BBC's live boxing watchalong for Itauma vs Hrgović26:23 Bundesliga hands Jamie Vardy seven live matches on YouTube33:53 WrapSHOWNOTESThe Sports Pundit Newsletter Sports Pundit Social Club Andy Marston LinkedIn Ed Abis LinkedIn

Ed and Andy are back from the summer break to unpack the latest news in sports and media. They cover Gary Neville's Overlap and the new Stick to United show with Wayne Rooney and Mark Goldbridge, YouTube's major update to view counting, the NBA and WNBA's multi-year TikTok partnership, World 1's launch of 30-second Micro-Sports backed by ten Olympic medalists, and Kick founders launching Club, a Patreon rival built inside their own creator platform.To listen to every episode of The Attention Shift, head to dizplai.com. Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro and welcome back from summer break00:44 Disney+ signs the Overlap and launches Stick to United07:47 YouTube changes what counts as a view14:52 The NBA and WNBA make TikTok their monetisation layer20:57 World 1 launches sports designed to finish in 30 seconds30:10 Kick's founders build their own Patreon rival35:40 WrapSHOW NOTESThe Sports Pundit Newsletter Sports Pundit Social Club Andy Marston LinkedIn Ed Abis LinkedIn

Neil Percival is the COO and co-founder of UK Padel. His organisation runs the largest padel competition ecosystem in the country, plus a growing network of clubs. In June 2026 the LTA announced a strategic partnership around the Padel County Cup. Neil joins Ed on The Attention Shift to break down how UK Padel became the country's largest padel tournament operator, why community engagement beats participation as a growth strategy, why 10,000 people watched a county championships live stream, and why the gap between grassroots and the professional game might be the sport's biggest challenge. To listen to every episode of The Attention Shift, head to ⁠dizplai.com⁠. Got a question for us, or want to join us as a guest? Email ⁠hello@attentionshift.media⁠. CHAPTERS00:00 Intro and UK Padel's dual model (clubs plus competitions) 04:44 The LTA partnership around the Padel County Cup 07:20 1 million played, 9 million want to 11:32 Building community through content, not vanity metrics 13:43 PUSH IT and the on-court experience 19:30 The grassroots-to-pro gap and the paywall problem 24:40 Nothing But Padel and what comes next

Yannick Amram is Head of Digital Partnerships at the IOC. His team of three or four people leads the Olympic movement's relationships with every major digital platform, from social to entertainment to search. Milano Cortina 2026 was his first Games as Head, and the numbers just landed: 12.7 billion social engagements, four times what Beijing delivered.Yannick joins Ed on The Attention Shift to break down how the IOC built the digital engine behind Milano, why the Olympic Creator Programme delivered 1.3 billion engagements on its own, how athletes generated 4.9 billion more from their own handles, and what the IOC is building for LA28, the biggest digital Games ever.To listen to every episode of The Attention Shift, head to dizplai.com.Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro and Yannick's career at the IOC03:08 Taking over as Head of Digital Partnerships11:22 How Olympic digital partnerships evolved from Tokyo 202019:37 Milano's 12.7 billion engagements and the Creator Programme30:12 How athletes became the IOC's real creators40:55 Search, AI, and the shift in platform partnerships52:26 Building LA28 as the biggest digital Games everSHOWNOTESMilano Cortina Results ReportYannick Amram LinkedInEd Abis LinkedIn

NBC just handed YouTube the keys to American live sport. Google's $11 billion quarter proves YouTube can win a World Cup without owning a single right. And the PGA Tour just took the commentators out of its broadcast entirely. Ed and Andy unpack what's actually happening to the definition of a sports broadcaster this week.They cover the NBCUniversal and YouTube global partnership, the ESPN and YouTube TV integration, Alphabet's Q2 earnings pinning $11 billion to the World Cup, the Premier League's Coast to Coast US activation fronted by Ed Sheeran, Juventus becoming the first European club to broadcast a match inside a video game via EA Sports FC Mobile, and the PGA Tour's announcer-free stream trialled at the Rocket Classic.To listen to every episode of The Attention Shift, head to dizplai.com.Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro00:35 NBC and Disney hand YouTube the keys to American live sport06:40 Google's $11 billion quarter and YouTube's World Cup win14:51 Premier League's Coast to Coast US play with Ed Sheeran21:29 Juventus becomes the first European club to broadcast in a video game26:59 PGA Tour cuts commentary at the Rocket Classic35:16 Wrap

YouTube just told brands the real fan attention isn't the game itself. It's what happens for hours before and after. This week Ed is joined by Andy Marston to unpack the shift from event to surround sound across sports, media and the creator economy.They cover YouTube's Creator Pulse report and its 66% Gen Z stat, Unrivaled's sold-out Coffee Club in Chicago, Caleb Hammer's move to build a second front door around YouTube's 30% membership cut, TikTok Shop's ban on AI voices in live shopping, and Netflix's course-correction on the Home Run Derby after a rough first MLB broadcast.To listen to every episode of The Attention Shift, head to dizplai.com. Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro00:10 YouTube's Creator Pulse and the surround sound of the game06:12 Unrivaled's Coffee Club sells out in an hour11:30 Why Caleb Hammer built a second front door19:08 TikTok bans AI voices in live shopping22:20 Netflix fixes its MLB broadcast30:00 Wrap-upSHOW NOTESThe Sports Pundit Newsletter Sports Pundit Social Club Andy Marston LinkedIn Ed Abis LinkedIn

This week Ed and Andy break down FIFA and YouTube's first-ever Creator Cup at Central Park with iShowSpeed (6.2M live viewers), why Netflix is trying to become Instagram with a new video-licensing deal, how Como 1907 is opening its match data to Google DeepMind for a two-day AI hackathon, why MLB just signed Indian cricket star Suryakumar Yadav to crack India, and Chelsea becoming the first Premier League club to launch an official Strava presence with a run club playbook copied straight from PSG.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.Chapters00:00 Intro & Dagenham Event Recap01:11 Como's AI Hackathon With Google DeepMind06:14 Breaking Down FIFA and YouTube's Creator Cup13:36 How MLB Can Crack India via Cricket17:59 Is Netflix Trying to Become Instagram?22:15 Chelsea Copies PSG's Run Club Playbook27:00 Wrap-UpShownotesThe Sports Pundit Newsletter Sports Pundit Social Club Andy Marston LinkedIn Ed Abis LinkedIn

This week, Ed sits down with Sam Houlding, MD of B2B at Spotlight Sports Group. They unpack Spotlight Sports Group's "The Horse Racing Audience Opportunity" report, and horse racing's 200 million untapped fan opportunity. They get into why the sport has a product problem that isn't really about the product, the F1 playbook the sport could follow, what Melbourne Cup and Smart View are getting right, why fandom needs to come before betting, and the shared conviction that racing needs to unlock its next era.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.CHAPTERS00:00 Intro & Sam Houlding on the Horse Racing Audience Opportunity03:00 Inside Racing's 200 Million Fan Pyramid08:00 The Product Problem That Isn't About the Product17:00 The F1 Playbook: Where Racing Could Follow26:00 What Melbourne Cup and France Galop Get Right34:00 Smart View, Betting, and the Case for Accessibility40:00 The Shared Conviction Racing Needs NextSHOW NOTESThe Horse Racing Audience Opportunity report: Spotlight Sports Group: Racing PostSam Houlding LinkedIn