ATHLOS Case Study

On September 26th at Icahn Stadium in NYC, ATHLOS made history as Alexis Ohanian Sr. and SevenSevenSix's groundbreaking women's track league debut. The event featured six elite competitions (100m hurdles, 100m, 200m, 400m, 800m, and 1500m), setting new standards with its unprecedented $663,000 prize pool - including a $60,000 winner's purse and custom Tiffany & Co. tiara. The competition was broadcast live across ESPN, YouTube, X, and DAZN, showcasing innovation at every level, from walk-out songs to women-specific competition bibs.

Clearing digital hurdles: the ATHLOS strategy

As a groundbreaking women's track event, ATHLOS aimed to maximize its reach by delivering real-time content across multiple digital platforms. This required complex media management that went beyond traditional track meets, and required coordinating content flowing from staff photographers, videographers, social producers, partners such as Getty Images, the broadcast team, and even influencers - all the while maintaining real-time distribution across various platforms.

ATHLOS required a unified solution that could serve three critical functions:

1. Centralize content: The event needed a single source of truth for all media assets that could handle everything from broadcast footage to social media content while remaining intuitive enough for both Olympic athletes and production teams to use seamlessly.

2. Process content instantaneously: With live broadcasts across ESPN, YouTube, X, and DAZN, the solution needed to process and distribute content in real-time, ensuring fans could engage with every moment of the competition across all platforms.

3. Distribute content across stakeholders: The platform needed to serve diverse stakeholder needs: athletes requiring instant access to their performance content, media outlets needing immediate highlights, and partners requiring branded content - all while maintaining the event's momentum across platforms.

To meet these ambitious requirements, ATHLOS turned to ScorePlay’s end-to-end media platform to reshape how content would be managed and distributed during the event.

“Launching ATHLOS, we knew our media strategy had to be as innovative as the event itself. We needed a solution that could handle the complexity of live sports while delivering content at the speed of social media demands. ScorePlay didn't just meet these requirements - it transformed how we think about sports media management.” Kayla Green, Chief Marketing Officer @ ATHLOS

Ready. Set. ScorePlay.

“From day one, the ATHLOS team knew the value of the media they would produce. They positioned ScorePlay to maximize every inch of content and generate a massive ROI on their media efforts.” Josh Krakowsky, Head of Customer Success, North America @ ScorePlay

The collaboration between ScorePlay and ATHLOS was meticulously planned to ensure flawless execution. To provide the athletes perspective, we sat down with Olympic medalist and ATHLOS’ champion, Brittany Brown, to hear how media made an impact with the athletes throughout the competition.

Here’s a timeline of how the strategy played out:

[August 26th] - Stay ahead of the game.

A month before the event, ScorePlay began the groundwork with the platform set-up, configuring live broadcast ingest capabilities and establishing distribution systems. This early implementation allowed for thorough testing and process refinement.

[Wednesday, September 25th] - Media day.

Pre-event preparations centered on familiarizing athletes - natural ambassadors with established followings - with the ScorePlay Athlete App, a crucial step for the media-intensive event ahead. Olympic medalist Brittany Brown praised ScorePlay’s direct approach to athlete engagement: “The instructions were straightforward - this was the app I needed. I appreciated that ScorePlay communicated with me directly, since I’m the actual user, not my agent.”

[September 26th] - Go time.

The ScorePlay platform’s true value became evident during the competition. Brittany highlighted how ScorePlay streamlined the content sharing process: “ScorePlay dramatically improved my posting timeline. Instead of scrambling to DM people for photos, I can obtain and share content instantly. This is crucial during meets when my social engagement peaks.”

[September 27th] - The aftermath.

The impact of ScorePlay’s solution was reflected in ATHLOS’s remarkable metrics:

• Over 900,000 minutes of video processes

• Thousands of photos distributed in real time

• Outstanding social media performance across 40+ organic posts with 5.74% engagement rate, 412,000+ impressions, and 660,0000+ reach

"ScorePlay was incredible and powered everything on the back end of ATHLOS. All of the media you will see on social, ESPN, X and YouTube is courtesy of ScorePlay. As someone who's invested in numerous sports ventures, I know that modern sports leagues live and die by their ability to capture and distribute content effectively. ScorePlay helped establish ATHLOS as a next-generation sports property from day one.” Alexis Ohanian Sr., Founder and General Partner @ Seven Seven Six

The platform's benefits extended far beyond the track. Brittany shared how the content enhanced her post-event opportunities: “I leveraged the photos and videos from ATHLOS during my speaking engagements. In our visual-first world, having this content readily available makes a real difference - it's hard to convey your experience without the visuals to back it up.'”

"ATHLOS represents everything we envisioned when creating ScorePlay - a forward-thinking sports organization leveraging technology to deliver exceptional content experiences. Modern media management can enhance athlete engagement, fan experience, and brand value simultaneously, and ATHLOS is a blueprint for the future of sports media." Victorien Tixier, Cofounder and CEO @ ScorePlay

About ScorePlay

ScorePlay is the AI-powered media infrastructure built for sports. Designed to streamline content workflows, it automates the centralization, tagging, and distribution of media content, from photos and videos to live broadcasts. By transforming how sports organizations manage their content, ScorePlay accelerates content delivery to athletes, broadcasters, and sponsors, unlocking brand growth and new revenue opportunities. Backed by $20M in funding from 20VC, Seven Seven Six, and top athletes like Alex Morgan, Giannis Antetokounmpo, and Nico Rosberg, ScorePlay is defining the future of sports storytelling - from capture to fan engagement.  For more information, visit scoreplay.com.

Credits
Photo credit: ATHLOS

*Social Value is the cumulative valuation of how much each impression, video view, and engagement is worth in dollars on a post.