Football ‘has eaten almost every sport’ due to digital dominance, says podcast chief

Guardian Sport

by Paul MacInnes

February 25, 2026

AI-Generated Deep Dive Summary

Tony Pastor, CEO of Goalhanger—a leading podcast production company behind shows like *Rest is Football*—has claimed that football has dominated TV and digital markets to the point where it has "eaten almost every sport worldwide." He argued that this dominance has led to struggles for broadcasters to secure value for sports rights, particularly in leagues like Serie A, which he described as having "disappeared" due to its inability to adapt. Pastor emphasized the importance of "embracing fragmentation," urging competitions to meet audiences where they are by creating content tailored to specific platforms and preferences. The rise of football's digital presence has reshaped the sports landscape, with its global appeal and widespread media coverage making it a dominant force in both traditional and modern entertainment. Football's ability to generate massive viewership on TV and across social media platforms has left other sports struggling to compete for attention. According to Pastor, this shift has forced broadcasters and sports organizations to rethink their strategies, focusing on niche audiences and fragmented markets rather than relying on broad, generalized appeals. Pastor's comments highlight the growing challenges faced by traditional sports leagues in a rapidly evolving digital landscape. The decline of Serie A, once a powerhouse of football, serves as a cautionary tale for other competitions. He suggests that the key to survival lies in adaptability—embracing new technologies

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Originally published on Guardian Sport on 2/25/2026