Paramount has taken a bold step into the evolving world of sports media with the launch of Paramount Sports Entertainment, a new division designed to extend the company’s presence far beyond live broadcasting.
The unit will be led by Jesse Sisgold, former president and COO of Skydance Media and chairman of Skydance Sports. Under his leadership, Paramount Sports Entertainment will combine storytelling, technology, and interactive experiences to capture audiences across formats and platforms.
What the Division Will Do?
The newly formed group will:
- House Skydance Sports, known for hits like Air on Prime Video and America’s Team: The Gambler and His Cowboys on Netflix.
- Develop scripted and unscripted sports content, covering everything from docuseries to dramas with sport at their core.
- Build interactive games and experiences, expanding Paramount’s reach into digital engagement.
- Collaborate with athletes, leagues, creators, and brands, making athletes and IP central to content creation.
This new division is designed to complement CBS Sports, which continues to handle Paramount’s live rights portfolio, including the NFL, NCAA, and golf. Together, they will form a dual engine: one for live coverage, the other for storytelling and fan engagement.
Why It Matters?
Sports is no longer just about watching games—it’s about how fans experience culture around those games. Paramount’s move comes at a time when:
- The NFL has secured $111B in media rights, and the NBA $77B, proving the unmatched value of live sports.
- Sports-adjacent content (like Netflix’s Drive to Survive or ESPN’s The Last Dance) has become a global driver of fandom.
- Athlete-owned studios and production ventures are reshaping how stories get told, placing athletes at the center of entertainment.
- Interactive spaces remain underdeveloped: while Madden and NBA2K dominate, few sports brands have built broader gaming ecosystems. Paramount, with Skydance Games, sees an opening here.
Paramount’s Strategic Bet
David Ellison, CEO of Paramount, framed the division as part of a fan-first strategy:
“Blending cutting-edge technology, innovative entertainment, and the power of our media platforms, our goal is to deliver the very best in storytelling while reimagining how fans engage with the sports they love.”
In practice, this means Paramount will use scripted stories, behind-the-scenes access, and interactive experiences to engage fans year-round—going beyond the event calendar and into daily fandom.
365247 Consulting Insight
Paramount’s decision reflects a broader industry pivot: live rights still anchor sports media, but sports entertainment ecosystems now drive sustained engagement and revenue.
For leagues and teams, this carries three lessons:
- Expand the narrative: docuseries and scripted formats are no longer optional—they’re central to growing global audiences.
- Athletes as producers: partnering with players as storytellers builds authenticity and reach.
- Interactive layers: games, AR/VR, and gamified fan experiences are the next growth engine, especially for Gen Z.
The big picture: Paramount isn’t chasing ESPN or Sky on rights—it’s chasing Netflix, Amazon, and TikTok on engagement.
