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World1 Rolls Out Microsports
Courtesy of World1
A new social-first sports entertainment company called World1 is reinventing sports for the vertical-video era.
Why It Hits: The popularity of vertical-video feeds is creating a new way to interact with sports, entertainment, and talk shows. Just as microdramas are reinventing soap operas for younger audiences, World1 wants to “make the highlight the sport.” The big question is whether people will get hooked on the drama, competition, and personalities of a sporting event that lasts no longer than a typical TikTok.
Behind The Competitions: World1 CEO Brett Morris describes the company’s “microsports” as “entirely original sports where world titles are won or lost in 30 seconds.”
World1 is hosting competitions built around simple feats of speed and strength, such as a 10-yard sprint and bench press.
The events will be held in a movable arena that is a “purpose-built, entertainment-first modular stage that can drop into any large-scale indoor venue in any major city worldwide.”
The first event will be announced in the coming weeks and feature a mix of current Olympic athletes and “emerging phenoms worldwide.”
The company plans to make money the old-fashioned social media way: ad dollars, sponsorships, and media licensing.
Last Lap: Morris told THR that “We’re building a new sports industry for the phone. Not by adapting legacy sports, but by creating entirely new ones engineered for the feed.” The hope is that World1’s events have built-in virality thanks to their super-fast, high-drama format.
People are already buying that pitch. World1 has assembled a strong roster of investors, including Mark Cuban, private equity veteran Dan McClory, and Abu Dhabi holding company Palms Sports. It also has the backing of 10 Olympic medalists in its “founders pool,” including swimmer Janet Evans, track and field champion Jackie Joyner-Kersee, and weightlifter CJ Cummings.
Prediction: It’s only a matter of time before a brand turns a whole competition into its next ad spot.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.