How DFL and LaSource see the evolution of leagues and the future of sports media - Sport Definition 2025

Written By David Goncalves

At Sport Definition 2025, hosted by BPI France, our Chief Strategy Officer, Jean-Baptiste Alliot, joined DFL’s Dominik Scholler to explore what it really takes for leagues to evolve in today’s hyper-competitive attention economy.

As fan behaviours shift and media consumption becomes more fragmented, rights holders are under pressure to do more, produce engaging, personalised content, adapt to new platforms, and rethink how value is created from their assets.

Dominik shared how the Bundesliga took this challenge head-on with tools like Greenfly, allowing clubs to easily distribute exclusive behind-the-scenes content across the ecosystem — a perfect example of how tech, when well-integrated, can empower rights holders instead of overwhelming them.

For JB, the message was clear: Leagues are not tech companies - they are legacy businesses that need partners or “translators” to evolve with time. Translators who understand both sides of the coin, the sports tech landscape and the legacy business models of rightsholders, and who can turn bold ideas into workable strategies.

Watch the full video from Sport Definition 2025 below

And if you’re looking for a translator for your organisation, you know where to find us

LaSource is a sports consulting agency working closely with startups, tech innovators, and major sports organisations to accelerate growth, shape strategy, and unlock new commercial pathways

David Goncalves
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