OFFF Festival 2025: The merging of sports and entertainment

On the second day of OFFF Festival in Barcelona, Sibling Rivalry’s Lauren Hartstone explained how her agency is operating at the forefront of a sector undergoing transformation.

Brand studio Sibling Rivalry is used to crafting identities for intriguing entertainment brands. Its reimagining of Turner Classic Movies, BET and Philo are just a few examples from recent years. But, as its partner and executive creative director Lauren Hartstone informs the crowd watching at OFFF Festival’s Root Stage, “The world of entertainment has massively changed.”

Part of this change, she argues, has come in the sports sector, which no longer operates alongside the entertainment industry, but has become a part of it. With entertainment now more distanced from traditional broadcasting channels due to the rise of online streaming, Hartstone says the only thing people really watch in real time anymore are live events now – particularly sports.

The potential to capitalise on this trend was there, but Hartstone had always been afraid to dip her toes into the world of sports. The reason for this, she says, is because of her disdain for gaudy sports graphics commonly seen on legacy media TV channels, which essentially coloured her view of the industry and its creative potential – or lack of it. When relaying this scepticism to a potential client in the sports sector, Hartstone was encouraged by the response: “Lauren, that’s the point. It’s time to rethink sports.”

Sibling Rivalry has since gone on to work with numerous high-profile broadcasters, including those in baseball and soccer. When working with these clients, the aim is to avoid well-worn sports clichés, which often leads to casting a spotlight on the supporters. “Sports is about the fandom,” Hartstone says, “it’s as much about bringing people together as the final score.”

It’s not just broadcasters that are changing tack, Hartstone clarifies, it’s the leagues too. “They were always seen solely as businesses aiming to drive ticket sales and sponsorship, but they’ve started to evolve into lifestyle brands,” she says.

The two main reasons for this, Hartstone argues, are changes to the (now younger) audience and the fact that athletes are becoming brands in their own right.

She adds, “Athletes are no longer a part of the culture, they’re shaping it. They’re claiming space in many categories and have become cultural icons that transcend the sports world.“They’re now powerful brands and voices. Their personal values drive international conversation and set standards for future generations.”

If anyone doubts this, then look no further than the likes of Serena Williams, LeBron James or Megan Rapinoe. The leagues are picking up on this and therefore utilising design just as lifestyle brands might. Hartstone thinks the potential for leagues to go much further is undoubtedly there.

A third area of interest to Hartstone is the realm of storytelling, as demonstrated by the meteoric rise of TV series that show off athletes’ humanity (Welcome to Wrexham, Formula 1: Drive to Survive, etc.). These are pivotal reasons why sport has become much more popular, she argues.

"There’s no end to the amount of storytelling we can do through the lens of sports,” Hartstone explains. “But it must be authentic and continue to look for ways to innovate and have impact.”

Sport, Hartstone believes, is a universal language that transcends linguistic barriers. That’s why this industry is now so important to her, and why it’s crucial designers look beyond the uninspiring work of yesteryear to engage new people.