In this engaging DLD Sports conversation, prominent German journalist and TV presenter Esther Sedlaczek (Sportschau) and Christian Teichmann (Hubert Burda Media) discuss the changing relationship between sports, media and fans.
In the face of growing competition, broadcasters must adapt to younger audiences accustomed to short-form video, Sedlaczek says. And while “the shorter, the better” often attracts more views, she personally considers the trend unhealthy and values the shared, long-form experience of major tournaments, such as the Olympic Games.
Recalling the 2026 Fifa World Cup, Sedlaczek praises the concept of “second-screen” venues in the United States, which recreate the atmosphere of being at a match for fans unable to afford stadium tickets. “You were in that sports bar and you were sitting in front of a huge screen”, she says. “And it was really like, I have the feeling I’m on the pitch with the players.”
Looking ahead, she supports more access to conversations and events normally hidden from viewers, including football halftime discussions. Clubs and sports must remain close to their fans, Sedlaczek argues, especially in times of rising salaries, ticket prices and commercial pressures.
Watch the video to explore the conversation in detail.
