ATHLETES WILL BECOME THEIR OWN BROADCASTERS; A RISE IN THE PRICE OF BROADCASTING RIGHTS IS NOT CERTAIN, SAYS MICHAEL PAYNE

9. 10. 2026 | 4 min read The value of sports broadcasting rights may not automatically rise in the future, and the traditional model of the sports business is set to undergo significant changes. This was stated by Michael Payne, former marketing director of the International Olympic Committee, at the Sport Alive conference. He identified the direct relationship between athletes and leagues and their fans, the growing influence of technology platforms, and the shift in sponsorship from intervention to community building as key trends.