In this special episode recorded at SportsInnovation 2026, SportsPro's George Breare returns to the hosting seat for a conversation with Steffen Merkel, chief executive of German soccer's DFL.

Shortly after signing a contract extension until 2029, Merkel discusses what's driving the Bundesliga's record €6.33bn revenues and outlines the league's media rights strategy both at home and abroad.

There’s also a deep dive into how the DFL is approaching AI and emerging technologies, the impact of Harry Kane and other international stars, and why maintaining authenticity remains a key priority for the Bundesliga as the game evolves.

We'd love to hear what you think. 📩 Got questions for future episodes?Email us at: editor@sportspromedia.com🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era.OUR SOCIALS:Newsletter: https://www.sportspro.com/account/registration/Spotify: https://open.spotify.com/show/4vDHloCVsAdKJusUtVRnCd?si=TX8jJO6dR7qyzALZfQv2bQInstagram: https://instagram.com/sportspro.mediaLinkedIn: https://www.linkedin.com/company/sportspro-media/TikTok: https://www.tiktok.com/@sportspromediaStreamTime Sports: @SportsProNick #SportsPro #Podcast #Bundesliga #DFL

With more than 2 billion daily users and 40 billion hours of sports content watched annually, YouTube has become a major destination for sports highlights, creator watchalongs and, increasingly, live sport.

In this episode, we revisit an interview from the SportsPro Media Summit in Madrid, where SportsPro head of editorial Sam Carp sits down with Jonny Keogh, YouTube's head of UK sports, to discuss how leagues, teams and rights holders are using the platform to expand their reach and monetise audiences.

Keogh outlines what a "good" YouTube strategy looks like today, how competitions like the Women's Super League have used the platform to build audiences and attract sponsors, and whether some properties should even use it as their primary distribution channel.

📩 Got questions for future episodes?

Email us at: editor@sportspromedia.com

🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era.

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Recorded live during our recent Global SportsTech Report 2026 launch event held at Meta’s London HQ, this special episode hosted by SportsPro's Steve McCaskill brings together experts from Sportradar, the DP World Tour and Meta to explore how sports technology is moving from hype to measurable impact.

Where is AI genuinely creating value? How are rights holders using data to drive fan engagement? Is immersive tech finally reaching its tipping point? And what does the next phase of transformation look like?

From computer vision and predictive modelling to second-screen battles, generative AI and the rise of agentic systems, this conversation explores what’s working today and what still needs to prove itself.

Access the full report: https://www.sportspro.com/projects/global-sportstech-report/