Sport is more than just games

Consider the example of community-driven coverage of local football clubs. A small neighbourhood team may never feature on global networks, but through digital platforms, stories about their struggles, triumphs, and role in shaping identity can inspire pride and unity. A match that draws only a few hundred spectators on the ground can, through thoughtful storytelling and amplification, reach thousands online, giving communities visibility and a sense of belonging. This demonstrates how sports media can transcend mere reporting and instead become a cultural connector, a bridge between grassroots and mainstream recognition.

In recent years, sports media has also opened new doors for groups that were historically sidelined. Coverage of women’s sports, for instance, has grown significantly, although still not equal to men’s. Where once women athletes struggled for visibility, today we see dedicated columns, podcasts, social channels, and even streaming deals shining a light on their achievements. This representation not only empowers athletes but also inspires young girls to participate in sports and dream bigger. Similarly, coverage of para-sports has expanded, showing audiences that sporting excellence is not confined to physical ability.

The digital era has redefined how fans engage with sports, shifting the experience from passive viewing to active participation. Social media platforms, live-streaming, and interactive apps have changed the rhythm of fan culture. These digital environments keep sports alive all year round, transforming fans into communities that live, breathe, and grow together.

The role of sports media goes beyond entertainment; it has clear economic and social impact. Sponsorships, advertisements, and event partnerships are major revenue streams for media houses, but they also benefit communities indirectly. When a local tournament is broadcast online, it attracts sponsors who may invest in grassroots development, facilities, or talent scouting. Beyond money, sports coverage has a social responsibility. Campaigns around health, education, or anti-discrimination often gain traction when tied to sports. A well-crafted documentary on youth football, for example, can highlight the role of sport in keeping young people away from crime, drugs, or early dropouts, demonstrating how coverage can serve as a tool for awareness and change.

Despite this promise, sports media faces pressing challenges. One is the risk of over-commercialisation, where the focus shifts entirely to sponsorship deals, flashy campaigns, and celebrity branding rather than authentic storytelling. Another is accessibility. Many communities, particularly in developing countries, still lack affordable subscriptions, reliable internet, or exposure to platforms where they can share their stories. These gaps limit participation and create inequalities in who gets seen and celebrated. The challenge for media houses lies in balancing profitability with inclusivity. Outlets that manage to monetise effectively while keeping content authentic, accessible, and community-oriented will ultimately build stronger, more sustainable followings.

Sports and media are intertwined in ways that extend far beyond the scores on a scoreboard. They create spaces where communities gather, identities are shaped, and voices are amplified. By embracing inclusivity, leveraging digital tools, and prioritising authentic storytelling, media outlets can ensure that sports remain not only spectacles to watch but also foundations for building stronger, more connected societies. Every match covered, every story told, and every fan engaged is part of something greater — a community built through the enduring power of sports and the lens of media.

Angel Navuri is Head of Advertising, Partnerships and Events at Mwananchi Communications Limited. [email protected]