The growth in organizations (clubs, leagues, rightsholders and sponsors, etc.) moving to create their own content has been rapid, allowing them to deliver the message they want conveyed, when and how they want it, to an audience they feel they can influence most effectively, using social media as the key/sole distribution channel. The challenge is with more and more organizations instilling this content production methodology, can the social media landscape get over saturated with sponsored content to the point where fans and users will react?”

— David Meltzer, Chief Executive Officer, Sports 1 Marketing