28th March 2017

Hamlins’ Sports Partner Matthew Pryke quoted in Sports Business on the evolution of short formats in sport

By Matthew Pryke

In recent years, many sports have created new short format versions of their games, including Rugby, Tennis, Basketball and Cricket. The twist on the traditional game into an innovative short format is popular for many reasons, from generating interest amongst fans to appealing to TV and sponsors.

Hamlins’ Sports Partner Matthew Pryke has extensive experience in this field. As Tournament Director of Tie Break Tens, Matthew was key to launching tennis’ exciting new fast format in 2015.

Matthew’s experience, knowledge and unique understanding of how to launch, develop and grow a short format sport series places him in a respected position in this field. Sports Business included his valuable insight in their recent article; ‘The Big Short – The Evolution of short formats in sport’ (subscription only) published on 10 March 2017.

Pryke explains that innovation is critical to the future of sport;

Audiences and broadcasters are driving change and sports governing bodies need to respond to that. Appealing to the next generation of fans is absolutely essential to the long-term health of the sport, even if it raises questions about how existing stakeholders will fit into the new model.”

The challenge within sport moving forward is balancing the new short formats with the traditional disciplines. The industry will need to work on ensuring that both formats remain popular and complementary to each other, whilst continuing to excite fans and remaining relevant to sponsors.

Pryke says;

“My view is that formats like T20 and Rugby Sevens can complement traditional versions of the game – and in some cases provide the impetus for improvements. But even if the primary impact is to open up the sport to women, younger audiences and new markets then that is a clear benefit to the sport as a whole. The key challenge for all sports is to ensure that individual rivalries don’t stop them from moving forward, so they need to take stakeholders with them by pointing to the positives.”

Further insight from Matthew Pryke on this topic is included in the full Sports Business article, as part of a wider discussion on a variety of short formats sports.

The full article can be found here. (subscription needed).

For further information please contact the Sport team at Hamlins.

Have a question? Contact Matthew


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