On 25 September 2017, the EBU hosted an interactive media lunchtime talk dedicated entirely to sport. Discussions highlighted the changing market trends around sport broadcasting, the launch of the very first European Championships in 2018 and the role of the European Commission in promoting physical activity and the European Week of Sport.

The event was attended by key stakeholders, including representatives from the Association of European Radios, the Sports Rights Owners Coalition, national broadcasters, and Member of the European Parliament Bogdan Bruno Wenta (Poland, EPP). Nicola Frank, the EBU’s Head of Public Affairs opened the debate and reflected on how the experience of watching sports has changed for European citizens over recent years with the emergence of digital TV and social media. She underscored that sport continues to be an important aspect of public service media programming.

Ingolfur Hannesson, Head of Winter Sports at the EBU, clarified how the market for sports broadcasts is changing at a significant pace and has become a competitive and highly commercial environment. Hannesson noted that, even though linear TV is still the primary medium for people to watch sports, its dominance is declining and citizens are increasingly watching sports on their digital devices and via social media. The expectations of rights owners are adjusting to this trend, and Hannesson expects that, in a few years, sports rights may be directly sold to individuals by federations rather than to broadcasters.

The EBU’s mission is to secure public access to major sporting events. “Everyone should be able to watch their national football team without having to pay”, in Hannesson’s view. He believes that the first-ever European Championships, taking place in Berlin and Glasgow in 2018, gives broadcasters in Europe an opportunity to respond to the changing landscape. Jean Gracia, Vice President of the European Athletics Federation, indicated that the European Championships are indeed aimed at putting European sports in the spotlight.

This major new multi-sport event, which will be held every four years, brings together the existing pan-European championships in athletics, aquatics, cycling, gymnastics, rowing, triathlon. It also includes a new European golf championship. It adds to the sports' calendar a competition with an 'Olympic feel', which will elevate European champions, and inspire and unite Europeans.  According to Gracia, “This exciting event will be the ultimate platform to promote sports in Europe”.

The European Commission is also taking on an increasingly active role in promoting physical activity. According to Yves Le Lostecque, head of the European Commission’s unit of youth and sports, this is because the Commission has value to add against the backdrop of the declining engagement of citizens in sporting activities. Le Lostecque highlighted the various ways in which the Commission is involved which includes the European Week of Sport as well as support for projects that use sports as a tool for integration and social inclusion; the #BeInclusive EU Sports Awards and the promotion of good governance, sports diplomacy, and gender equality.