Are Sports Documentaries Creating New Fans?
We all remember the first glimpse of sports content we witnessed: a victory of our national team’s squad at a FIFA World Cup, a gold medal at the Olympics, or the beautiful sunset backdrop of a Roland Garros night session. Evidently, the traditional way of watching sports has been two-fold: live in a stadium or on television. However, as time has passed, the way we consume sports content has evolved, and we, as consumers of this content, have had our expectations evolve as a result.
Sports documentaries have experienced significant growth and popularity in recent years, providing a compelling alternative to the unpredictable nature of live events, where the athletes alone control the outcome. While live sports unfold spontaneously, documentaries add their own magic by offering deeper insights, often revealing untold stories and unseen moments. Their aim isn’t just to entertain but to inform, educate, and bring fresh perspectives to real-life events.
However, this genre has not been without its critiques. Some sports docu-dramas have faced backlash for being overly dramatised or biased, failing to meet purist fans' expectations. Despite these occasional missteps, the genre continues to thrive, captivating audiences with its ability to contextualise pivotal moments, share personal journeys, and provide a richer understanding of the sport beyond the game itself.
In this article, we will explore the evolution of this genre over the past century and, more importantly, assess how these documentaries impact the sports business (rights holders and fans). From fan engagement to revenue generation, and in recent cases, to over-saturation, how are sports organisations achieving commercial growth successfully (if at all)? Are docu-dramas worth the investment?
Read on to find out!
Evolution of Documentaries:
Athletes and sports teams make history, and documentaries serve as the medium to preserve these stories. However, the objectives behind these documentaries vary widely, and the creation process has evolved significantly over time. Today, many productions focus on creating "drama," a crucial element that keeps audiences engaged and eager for more. Yet, as mentioned earlier, this isn't the primary purpose of a documentary, which is supposed to inform and educate.
The origins of sports documentaries can be traced back to 1924 when John Baptiste Lucius Noel documented the Mallory and Irvine Mount Everest expeditions. From those early days to now, with modern series like ‘Drive to Survive’ and ‘All or Nothing’, sports documentaries' production quality, content, and storytelling fundamentals have evolved dramatically.
They have also become invaluable assets for broadcasters and OTT platforms, who leverage them to expand their audience base. ESPN pioneered in this regard, launching its acclaimed 30 for 30 series in 2009. This ambitious project aimed to produce thirty sports-related documentaries, a concept that was bold at the time but has since proven highly successful. Today, many media companies attempt to replicate ESPN’s strategy with their branded series, such as Prime Video’s All or Nothing and Netflix’s Box-to-Box-style shows, with only a few achieving the success of the Formula 1 show.
Even though sports documentaries in the OTT age have existed briefly, there have been plenty of hits and misses. One thing is for sure - a successful sport does not guarantee a successful documentary drama. For example. "Break Point" struggled to retain viewers after its key protagonists were eliminated. Similarly, "Under Pressure," which followed the U.S. women's football team at the World Cup, lost momentum when its featured squad was knocked out early. In contrast, events where all participants complete the competition—such as Formula 1, the Tour de France, or a round of golf—are more effective for storytelling. History suggests that these formats naturally provide a clear beginning, middle, and end, making them more engaging for viewers.
Impact on Fan Engagement:
There’s no drama quite like sports. It's one of the few live events unfolding without a script, leaving athletes and spectators equally uncertain about what will happen next. Fans who watch live sports are usually well-versed in the rules, history, and competition and familiar with the athletes on the field. But for those less familiar with the intricacies of a particular sport, the experience can feel distant and more challenging to relate to, making them less likely to tune in. That’s where sports documentaries step in, bridging the gap by bringing these stories to life in a more accessible way.
The growing focus on individual players rather than teams is helping sports attract new audiences. Although star power doesn’t always guarantee success (as evidenced by Saudi Arabia’s football league, despite signing Cristiano Ronaldo, that has yet to capture global attention), fans are increasingly drawn to following individual athletes.
One of the objectives behind a Sports documentary is to dramatise the sport and attract audiences who might not typically watch live events. By providing behind-the-scenes access and personal interviews with athletes, coaches, and staff, these shows reveal the emotions, struggles, and pressures often missed in live broadcasts. For instance, Drive to Survive helped Formula 1 gain a new following in America, as evidenced by the FIA doubling its media rights value in the next cycle.
However, while some documentaries succeed, creating them requires a thoughtful approach. As mentioned earlier, audiences prefer narratives where all participants complete their competition. Despite highlighting personal stories, the knockout format of tennis—where key athletes are eliminated early—seemed to disconnect with viewers, contributing to the show's unpopularity.
Sometimes, a rights holder aims to expand its fan base in a specific region. For instance, in the U.S., viewership significantly increased by 71%, reaching an average of 934,000 in 2021 after the debut season of Drive to Survive. With relevant facts, how can rights holders use sports documentaries as fan engagement tools? How can they deviate from a ‘herd mentality’ approach to carve their dramatic niche?
The COVID-19 Coincidence:
"Drive to Survive" is often highlighted as the prime example of how sports documentaries can boost fan engagement. However, much of its growth coincided with the period when live sports were largely unavailable due to the COVID-19 pandemic. In the absence of live events, sports fans turned to content that could offer the closest experience to live action. Similarly, Michael Jordan’s "The Last Dance" premiered at the start of the pandemic, and with new episodes dropping every Sunday, the series averaged 5.6 million viewers—many of whom were in lockdown.
Accessibility of Content:
While many factors contribute to the growth of a sports organisation's fan base, the accessibility brought about by the Internet age is particularly significant. Streaming platforms and OTT services have revolutionised how we consume content, often posing challenges for traditional sports broadcasters. These platforms, which typically don’t own the rights to live sports, have found an alternative way to engage audiences: sports documentaries. Without the need to bid for expensive sports rights, producing these documentaries has become an attractive and cost-effective option.
Once these platforms gain access to individuals with compelling stories, the production process is relatively straightforward and much less costly compared to live sports broadcasts. Yet, despite the lower production costs, these documentaries attract audiences similar in size and demographics to those of live sports events. This success has led to more series being developed, each covering various sports and shining a light on previously untold stories.
Documentaries satisfy existing fans and help bring new ones into the fold by making sports more accessible and relatable. As more stories are uncovered, fans gain a deeper understanding of the athletes, their challenges, and their sports' intricacies. This approach broadens the appeal of sports content, reaching audiences who may have yet to be drawn to live games but are captivated by the personal journeys and the behind-the-scenes drama these documentaries offer. The result is a growing library of content that enhances the visibility of various sports and continues to build a broader, more engaged fan base.
What impact do these docu-series have essentially? Well, F1’s social media channels have certainly benefited. Social analytics tool Tagger suggests that Instagram alone has seen a 440% follower growth since Series 1 in 2019 (from 6.1 million to 26.7 million). According to F1, their social channels ranked second among all major sports leagues for follower growth rate in Q2 2023 — bettered only by the Spanish football division La Liga.
At the same time, Data released by Netflix showed that “Break Point” amassed a “mere” 30.5 million viewing hours in the first half of 2023 compared to 90.2 million by DtS season 5 -- 121st on a list of over 18,000 titles.
Creating a Narrative:
Storytelling is the backbone of any piece of content. A well-crafted narrative can captivate audiences, keeping them engaged with the sport and its personalities even during the off-season. By focusing on the personal journeys, challenges, and triumphs of athletes and teams, sports documentaries harness the power of storytelling to maintain and even deepen fan interest when live events are unavailable.
These narratives do more than just fill gaps in the sports calendar; they significantly enhance the effectiveness of marketing campaigns by fostering a stronger emotional connection between fans and the sport. When fans connect with the human side of sports, their emotional investment grows, strengthening their loyalty and keeping them engaged with the sport and its stars year-round. This approach sustains and amplifies fan engagement, making storytelling an essential tool in creating impactful sports documentaries.
Impact on Sports Organisations and Athletes:
Can Innovative means to engage fans backfire? What’s at stake for sports organisations when they dive into the world of documentaries? Should you really start filming those behind-the-scenes moments, banking on a successful season? And let’s be honest—what happens if things don’t go as planned? Just ask Sunderland or Arsenal, whose documentaries ("Sunderland 'Til I Die" and "All or Nothing") captured a little more heartache than glory. It begs the question: what’s the winning strategy for producing these inside looks? Do the risks outweigh the rewards, or is it just part of the game?
Brand Visibility for Organisations:
By offering a deep dive into its history, culture, and values, documentaries play a vital role in strengthening a sports organisation’s brand. They tell intriguing stories that humanise the organisation, making it more relatable and appealing to fans. Teams like Manchester City and the Dallas Cowboys have successfully enhanced their global appeal through Amazon’s “All or Nothing” series by providing unprecedented behind-the-scenes access. Moreover, documentaries help extend a brand’s reach beyond its immediate market, attracting new fans from diverse demographics and regions and boosting its global image.
A prime example is Wrexham AFC. When Ryan Reynolds and Rob McElhenney bought the club in 2021, it had limited exposure and income, languishing in the 5th tier of English football. However, the visibility gained from their documentary allowed them to secure sponsorship deals with brands like TikTok, Expedia, and Aviation American Gin. This increased revenue helped the team achieve back-to-back promotions and embark on a high-profile pre-season tour in the United States, solidifying their relationship with a growing fan base across the Atlantic—a crucial step toward addressing their $6.4 million net loss.
While the success of Wrexham AFC's documentary is well-established, another intriguing project is set for 2025: “Le Club”, produced by Canal+, will follow the rise of third-tier French football club FC Versailles. Located in the same town as the famous Château de Versailles, two entrepreneurs aim to make the club a Gen Z favourite while building a financially sustainable structure—which is no small feat. With French football facing financial struggles, this documentary will attract interest from fans and industry professionals alike. The club’s owners have already built a narrative around FC Versailles on LinkedIn, positioning it as international, youth-oriented, and transparent. Le Club will continue this storytelling, offering a rare look inside a world that often lacks transparency.
With this documentary, Canal+ is taking a new approach. Although they’ve stepped away from LFP media rights, they’ve invested heavily in UEFA competitions. Aligning with a rising football club like FC Versailles may mirror the success of Welcome to Wrexham, where Disney and Wrexham became naturally associated. The question remains: will the final product deliver both authenticity and entertainment? We’ll find out in 2025.
Athletes Enhancing Team Visibility:
By sharing their personal stories, struggles, and triumphs, athletes can build solid and relatable brands that resonate with fans and attract sponsors. “The Last Dance” focused on Michael Jordan, reinforced his legendary status and elevated the Chicago Bulls and NBA brands. By showcasing their lives off the field, these documentaries allow athletes to connect with their audience on a deeper, more human level, which can lead to increased endorsements and business opportunities.
However, these documentaries are not without criticism. Some accuse them of being more about propaganda than an honest portrayal of athletes, often shaping narratives to fit a specific agenda. Players who initially participated in Netflix’s infamous series ‘BreakPoint’, like Iga Świątek, later opted out after realising their stories were heavily edited to create controversy, leading to misleading impressions. Moreover, the show’s focus on attracting a casual audience means it doesn’t offer the genuine behind-the-scenes content that dedicated fans crave—something even informal vlogs could probably do as well.
Since the debut of the Last Dance in 2020, athletes and coaches have created documentaries and podcasts to share their version of the truth. It is a curveball to the notion of journalism, narrative building, and image rehabilitation and something we can only expect more of in the future. In the end, while sports documentaries can draw in new audiences, they often do so by leaning into reality TV dramas rather than delivering high-quality, journalistic content.
LaSource’s Insights:
Sports documentaries have come a long way, from raw footage capturing historical moments to the drama-infused productions we see today. Once focused on informing and educating, they’ve evolved into powerful tools for engaging audiences through compelling storytelling. This transformation has made them invaluable assets for broadcasters, streaming platforms, and sports organisations, deepening fan connections and reaching new demographics.
However, the genre now faces challenges. Oversaturation is a significant concern—an abundance of new content makes it harder for documentaries to stand out, risking their impact and blurring the lines between them. Yet, this also presents an opportunity for creators and IPs to differentiate themselves and strengthen their positioning.
Another challenge is maintaining authenticity. As documentaries increasingly prioritise drama and entertainment, they risk straying from their original purpose: to inform and present a truthful account of events. Striking a balance between storytelling and authenticity is crucial, especially for engaging new generations of sports fans who value genuine content. It will be interesting to see how upcoming releases like LaLiga: All Access and World Endurance Championship: Meet The Legends navigate this balance while trying to stand out and boost fan engagement.
We may also see a clearer distinction between “docu-shows” and traditional documentaries, even on the same platform. For instance, Netflix’s Box to Box productions contrast sharply with its Untold: Breaking Point series. Like other film genres that have split into subgenres, sports documentaries seem poised to segment into distinct categories.
Ultimately, the future success of sports documentaries will depend on their ability to balance audience engagement with the core values of documentary filmmaking. By resisting the urge to overly dramatise and instead focusing on honest, insightful narratives, the genre can continue to be a trusted and compelling medium for fans, sports organisations, and athletes alike.
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