How Sports Clubs Are Building 24/7 Content Revenue Streams
(And Why Most Leave Money on the Table)
By Bea Alonso, Marketing Lead, Projective
The numbers tell a compelling story: commercial revenue now accounts for nearly half of all income at elite football clubs, while streaming platforms invested $12.5 billion in sports rights in 2025 alone. Formula 1 doubled its U.S. viewership in five years, and Netflix’s Drive to Survive became the platform’s most-watched sports documentary with over 10 million views.
Yet these successes illuminate a harsh reality: most smaller sports clubs remain sidelined during this content revolution. The opportunity is enormous if technology leaders can overcome the operational and infrastructure hurdles that persist in the industry.
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The 9,990-Minute Problem
Twenty years ago, clubs delivered one thing: the match. Fans got 90 minutes of live action, then silence until the next fixture. That leaves 9,990 very quiet minutes per week! Today’s expectation is radically different. Fans demand a continuous relationship with their club across YouTube, TikTok, Instagram, OTT platforms, and in-stadium experiences, seven days a week.
Manchester City operates an 85-person content studio producing 900 pieces annually. Arsenal publishes over 30 posts daily across social channels, generating more than a billion video views per season. These clubs operate as 24/7 media businesses and leverage Strawberry to reach their audiences.
Yet most smaller clubs struggle to produce even basic highlight packages between matches. The gap is rarely talent or ambition. It is fundamentally an issue of efficient infrastructure.
Why Content Operations Break Down
Our new white paper, From Matchday to Media Business, identifies the structural problems keeping smaller clubs from monetizing their content:
- •The archive black hole. Decades of footage sit on LTO tapes and scattered storage, effectively offline. When staff need a historic clip for an anniversary campaign, retrieval is so slow they recreate content instead. Valuable IP remains unused.
- •Fragmented workflows. Footage lives across local drives, laptops, and consumer cloud services. Producers lose hours hunting for assets, relinking timelines, and cleaning up duplicates. The duplication problem alone can consume up to 60 percent of primary storage, unnecessarily draining technology budgets.
- •The remote collaboration tax. Modern clubs need hybrid teams of in-house staff, freelancers, and agencies. However, legacy file-transfer tools introduce latency, security risks, and endless upload cycles. Editors waste hours per week moving files around.
The cost is measured in wasted time and missed revenue. Research shows engaged fans spend six times more than casual fans. Clubs cannot build that engagement if they lack a scalable solution to produce persistent, high-quality content.
The Strawberry Difference: Scale Content Easily
As a high-performance Production Asset Management (PAM) solution, Strawberry was designed to solve exactly these problems for demanding media environments. The same principles transform sports content operations.
- •Project-centric organization means every match or campaign becomes a self-contained workspace with predictable structure. Editors open a project and everything is where it should be, eliminating “Media Offline” errors.
- •Contextual search makes archives navigable even without perfect metadata. Find player shots across seasons or locate historic B-roll through project context.
- •Intelligent deduplication frees up to 80 percent of primary storage by eliminating redundant copies of frequently used shots. Lower storage costs mean optimizing your tech spend for production and distribution.
Strawberry Skies: Remote Collaboration Without Compromise
Strawberry Skies extends this PAM framework into the cloud, letting technology leaders orchestrate distributed teams while maintaining uncompromised security.
Inside Strawberry Skies, each project gets mounted as a workspace, taking away guesswork about where assets could be on the shared storage. Freelancers and agencies work alongside in-house staff with role-based access control and Avid-style locking. Intelligent caching eliminates repetitive transfers, saving each editor hours weekly.
From Archive to Revenue
With project-level archiving and cloud access, heritage becomes a true product surface. The next wave of growth requires monetizing additional media content alongside full-match broadcasts.
By rehydrating entire seasons as live projects, clubs can systematically package highlight clips and tailored social media content, transforming archives into marketable digital assets. You can build recurring series and hand curated collections to OTT teams for innovative digital distribution.
The IAMT’s ChainTracker report confirms that federations are investing heavily across the full content stack. As our CEO, Derek Barilleaux, notes: “Even if the live event is the apex monetization event, the broader base of content below is hugely important for driving and maintaining fan engagement.” Past and present combine to fuel continuous stories that serve fans, sponsors, and data strategy simultaneously.
Understand the Full Framework
Smart technology empowers organizations to maximize every asset. This scalable approach helps clubs reach new audiences and drive incremental value across digital channels.
Want to understand how? Our full white paper walks you through:
- •The Hero-Highlights-Hygiene content pyramid used by leading clubs
- •How Arsenal and F1 built always-on engagement strategies
- •A four-phase implementation roadmap from audit to archive monetization
Download From Matchday to Media Business now to discover how smaller clubs can compete with elite properties by modernizing their technology stack.
Download From Matchday to Media Business now
Contact us to discuss how Projective can provide your club with the leading-edge tools to securely produce, manage, and monetize your content 24/7/365.
Published: 19 June 2026