“In 2025, I’d expect to see an evolution that nails the balance between the two and provides a long-term investment opportunity with real cultural cut through.” stated Adam Butters – Head of Strategy, Octagon UK & FRUKT…

On the one hand, there are new ‘true sport’ formats like padel and Hyrox that are creating hyper-engaged participation-based communities. On the other are the more cultural or technology-led platforms, such as Baller League or TGL, that are focused on driving traditional content consumption metrics, albeit with audiences that sit outside of the legacy sport’s core. We have been seeing a ‘shift’ in the emergence of alternative, niche or fringe sport leagues over the last 7 years.

“Me and Gronk gonna put together NBA vs NFL.” Are Shaq’s tongue in cheek words from the Logan Paul vs Mike Tyson exhibition a precursor of what’s to come?
As sport strives to engage new audiences, we seem to be in a
dual age of innovation.

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Forget the polished perfection of mainstream sports. A new wave of "trash sports" is captivating audiences with their unconventional rules, chaotic gameplay, and unapologetic embrace of the absurd. From the gravity-defying acrobatics of parkour to the unpredictable carnage of demolition derbies, these sports celebrate the unconventional.

Extreme ironing, for example, involves ironing clothes in the most challenging and dangerous locations imaginable, pushing the boundaries of both domesticity and daredevilry.The appeal lies in their raw energy and unpredictable nature. Unlike traditional sports, trash sports often lack strict rules and embrace improvisation. This creates a unique and exhilarating experience for both participants and spectators.While some may dismiss these sports as frivolous, they offer a refreshing alternative to the highly commercialized world of mainstream athletics. They celebrate individuality, creativity, and the sheer joy of pushing limits, reminding us that sports can be anything we want them to be.

What do you think about this as a sport?