This panel explores ways to grow sports TV audiences, engage them more deeply and monetise them more effectively. We review the expansion of sports coverage, whether in lower leagues or across brand new tournaments, clips and shoulder content. How is this helping to grow fanbases? We want to know how to attract younger viewers, from using influencers as talent or YouTube creators as distribution partners. There is a focus on UX innovations that keep viewers in front of TV screens, like real-time data overlays, and whether these can be monetised. We want to know how federations and leagues expand their D2C businesses, how we make it easier to build these services, and whether FAST is a viable alternative. This panel concludes with views on how to distribute sports content more efficiently at lower cost.