A New Way to Be in the Game: IN SPORT Soft Launches Immersive Sports Media Platform

Sports media has never been more accessible — and yet, many fans feel further away from the action than ever before. Highlights are shorter, commentary louder, and access to athletes more controlled than at any point in recent history.

IN SPORT is attempting to change that.

This week marks the soft launch of a new immersive sports media platform designed to bring fans closer to the game through long-form storytelling, behind-the-scenes access, and selective use of immersive technology. Rather than competing with traditional broadcasters or social platforms, the platform positions itself as a complementary layer — one that prioritises context, proximity, and authenticity.

The platform’s focus is not on volume or virality. Instead, it centres on curated content experiences that place viewers closer to the athletes, teams, and moments that shape sport from the inside out. That includes athlete-led conversations, industry podcasts, documentary-style features, and immersive viewing formats designed to feel grounded rather than gimmicky.

The decision to soft launch was deliberate. Rather than releasing at full scale, the team has chosen to open the platform in a controlled environment to gather feedback, refine content formats, and ensure the experience aligns with the expectations of both athletes and audiences.

“We didn’t want to launch loudly and fix quietly,” the team said. “This phase is about listening, testing, and building the right foundations.”

As sport continues to evolve into a multi-platform, creator-driven ecosystem, platforms like IN SPORT reflect a broader shift — away from purely transactional viewing and toward relationship-based engagement. For fans, that means less polish and more presence. For athletes, it means greater control over how their stories are told.

The soft launch marks the beginning of that experiment.