Winter sports federations are centralizing media rights, partnering with agencies (Infront), public broadcasters (EBU), and streaming platforms (Warner Bros. Discovery) to enhance global visibility. FIS, ISU, IIHF, and WCF have agreements with Infront; IBU with EBU and Eurovision Sport; IBSF and FIL with Warner Bros. Discovery. This strategy aims to broaden reach and offer on-demand content.

The phygital sports movement is gaining momentum, with the Games of the Future 2025 set to take place in Abu Dhabi, attracting thousands of athletes. This format, combining digital and physical competition, was conceptualized by Rene Fasel and is governed by Phygital International (PI). The World Phygital Community (WPC) oversees regional tournaments. The inaugural Games of the Future took place in 2024. The 2025 edition will be in Abu Dhabi, with Astana, Kazakhstan hosting in 2026. This comes as the IOC and Saudi Arabia mutually agreed to terminate the contract for the Olympic Esports Games. The WPC aims to reach 180 members by 2030, with a focus on integrating disciplines into schools and universities.