Digital agency Mailman/Seven League has launched a new manifesto, entitled the ‘3rd Age of Sport’, which it says is a ‘rallying cry’ for the industry to adapt to a changing world.

The manifesto emphasises how the coronavirus pandemic has ‘accelerated the sports industry’s transition into a new age’, one in which digital disruption has a ‘fundamental impact on every area of the landscape’.

According to the agency, sport is moving into third age, the first being when sport was a recreational pastime, the second when it was transformed into businesses. The third – and new – age, will see sport ‘packaged, distributed and consumed differently.’