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Seven League predicts rise in D2C engagement in Digital Trends in Sport 2021 report 

Specialist digital agency Seven League has released its third annual Digital Trends in Sport report, predicting a rise in innovative viewing practices, a diversification in the ways broadcasts are offered, and an increase in rights-holders’ direct-to-consumer engagement efforts over the course of the coming year.

Lewis Wiltshire, chief executive of the Mailman Group-owned Seven League, writes in the report that the Covid-19 pandemic has resulted in “several years of digital transformation squashed into just a few months”, and notes that while the sports sector turned towards digital platforms to reach its audience during global lockdowns, those platforms in turn rushed to provide new and innovative features to help organisations reach their fans. 

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