Does cutting game time boost the bottom line?

The world of sport is being reshaped for the algorithm, with new formats emerging for quick, shareable moments online.

From influencers managing sport teams to bite‑sized versions of traditional games like 3-a-side football, more sports are fighting for the attention of younger fans. But is this paying off?

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(Photo: M7 FC in action against Wembley Rangers FC during Baller League UK at the Copper Box Arena, London, 24 March, 2025. Credit: Ben Whitley/PA)