Unveiling Showbiz Trends Shaping the Future
The convergence of sports and entertainment has never been more vibrant, and Variety’s Sports and Entertainment Breakfast 2025, held on July 17 in Los Angeles, served as a pivotal platform to explore this dynamic intersection. Presented by City National Bank, this annual event brought together industry titans, athletes, and visionaries to discuss the trends and innovations reshaping showbiz. From athlete-driven media ventures to the meteoric rise of women’s sports, the breakfast offered a deep dive into how these industries are evolving to captivate audiences worldwide. In this blog post, we’ll unpack the key takeaways from the event, explore emerging trends, and provide insights into what’s next for sports and entertainment in 2025 and beyond.
The Evolution of Sports and Entertainment
Sports and entertainment have long been intertwined, from the early days of 1920s newsreels showcasing Babe Ruth’s charisma to today’s multifaceted media landscape. As Randie Brooks, SVP and team leader with Entertainment & Sports Banking at City National Bank, noted during the event, “Media production offers athletes another revenue stream and can extend the longevity of their careers and ability to build long-term wealth.” This sentiment underscores a pivotal trend: athletes are no longer just competitors; they are storytellers, entrepreneurs, and brand builders.
The Variety Breakfast highlighted how athletes leverage media to amplify their platforms, monetize their stories, and create lasting career paths beyond the field. Whether through partnerships with established brands or launching their own companies, athletes are seizing opportunities to shape their narratives and connect with fans in new ways.
Key Highlights from the 2025 Breakfast
Alex Morgan and the Power of Athlete-Driven Media
A standout moment was the Fireside Chat featuring soccer superstar and Olympic gold medalist Alex Morgan alongside her manager, Dan Levy, EVP of the Collective & Olympics at Wasserman. Moderated by Variety co-editor-in-chief Cynthia Littleton, the conversation explored Morgan’s journey in building her media company, Togethxr, alongside fellow athletes Sue Bird, Simone Manuel, and Chloe Kim. Togethxr focuses on telling the stories of female athletes, filling a gap Morgan identified in women’s sports media.
Levy emphasized Morgan’s hands-on approach, stating, “Alex saw the opportunity — and the fact that it wasn’t happening in women’s sports — and leaned in. It’s hard, hard work. Alex couldn’t hire a team to do a lot of this stuff for her, she had to do the work alongside her very small team.” This dedication highlights a broader trend: athletes are increasingly taking control of their narratives, using media to empower others and build sustainable brands.
The Rise of Women’s Sports
The “Women’s Sports in the Zeitgeist” panel was a focal point, addressing the skyrocketing popularity of female-led leagues. Panelists, including Jennifer Cohen (USC athletic director), Jessica Hammond-Graf (president, Women’s Elite Rugby), Liz Gray (co-head, CAA brand consulting), Susie Piotrkowski (VP, women’s sports programming & head of espnW), and Ilona Aman (CMO, Athleta), discussed how women’s sports are capturing unprecedented attention.
Recent data supports this surge. For instance, the 2024 NCAA Women’s Final Four outdrew the men’s championship in TV ratings, driven by stars like Caitlin Clark and Angel Reese. This panel explored how brands and media companies are capitalizing on this momentum, creating new opportunities for sponsorships, storytelling, and fan engagement. The discussion also addressed challenges, such as achieving parity with men’s sports, and the need for continued investment to sustain this growth.
Sports Programming Visionaries
Another key session, the “Sports Programming Visionaries” panel, delved into strategies for creating compelling content that breaks through the clutter. Panelists, including Colin Campbell (head of development, Omaha Productions), emphasized the importance of storytelling that uplifts and unifies. Campbell noted, “When Peyton [Manning] founded Omaha, he wanted to create content that uplifts and unifies. That remains our guiding principle today.”
This panel highlighted how sports content is evolving beyond traditional broadcasts. From documentaries like ESPN’s “The Last Dance” to innovative formats like podcasts and video games, companies are finding new ways to engage both casual and hardcore fans. The rise of streaming platforms like Peacock and Amazon Prime Video, which are investing heavily in live sports, further amplifies these opportunities.
Diplo and the Entertainment Angle
Grammy Award-winning DJ and entrepreneur Diplo, joined by his management team, brought a unique perspective to the breakfast. As the founder of Diplo’s Run Club, he discussed how entertainment and sports intersect in non-traditional ways, such as through fitness and lifestyle brands. This conversation underscored the expanding definition of sports entertainment, where music, culture, and athletics converge to create immersive fan experiences.
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Emerging Trends for 2025
The Variety Sports and Entertainment Breakfast illuminated several trends that will shape the industry in 2025:
- Athlete as Media Mogul: Athletes are increasingly launching their own production companies, podcasts, and digital platforms to tell their stories. This trend empowers athletes to control their narratives and build wealth beyond their playing careers.
- Women’s Sports Boom: The surge in popularity of women’s sports, particularly basketball, soccer, and rugby, is driving new investment and media coverage. Brands are recognizing the value of aligning with female athletes and leagues to reach diverse audiences.
- Streaming and Live Sports: Streaming services are becoming go-to destinations for live sports, with platforms like Peacock and Amazon Prime Video leading the charge. This shift is expanding access and creating new revenue streams through subscriptions and advertising.
- Immersive Storytelling: From documentaries to interactive experiences, sports content is evolving to engage fans on multiple platforms. Companies are leveraging AI and generative AI to enhance production and personalize fan experiences, though ROI remains a key consideration.
- Nostalgia and Innovation: The breakfast also touched on broader entertainment trends, such as the resurgence of nostalgic flavors in beverages (e.g., brown sugar coffee and pickle margaritas), which reflects a broader cultural appetite for blending familiarity with innovation.
Why This Matters for Businesses and Fans
For businesses, the convergence of sports and entertainment offers unprecedented opportunities for brand partnerships, sponsorships, and content creation. As JaHan Wang, EVP and head of Entertainment & Sports Banking at City National Bank, stated, “We are dedicated to serving the financial needs of athletes, entertainers, and the organizations that support them.” This focus on financial empowerment is crucial as athletes and entertainers navigate new revenue streams.
For fans, these trends mean richer, more accessible content. Whether it’s watching live sports on streaming platforms, engaging with athlete-driven documentaries, or participating in immersive experiences like Diplo’s Run Club, fans are at the heart of this evolution.
Variety’s Sports and Entertainment Breakfast 2025 was a testament to the transformative power of sports and entertainment working in tandem. From Alex Morgan’s trailblazing media ventures to the explosive growth of women’s sports and the rise of streaming platforms, the event showcased a future where athletes, creators, and brands collaborate to captivate audiences. As we move into 2025, these trends will continue to redefine how we consume and engage with sports and entertainment, promising exciting opportunities for innovation and connection.
Stay tuned to Variety and other industry leaders for updates on how these trends unfold, and consider how your brand or fandom can tap into this dynamic landscape. Whether you’re an athlete, a marketer, or a fan, the future of sports and entertainment is bright—and it’s happening now.
