NAB Show 2026: Live Sports Streaming Growth Impacts All Sports, Including Esports

Live sports streaming isn’t just for the big leagues anymore—it’s making waves in niche markets and even esports. At a recent Streaming Summit session during the NAB Show 2026, experts discussed the growing trend of streaming sporting events from all corners of the sports world.

For example, the World Racing Group, which specializes in dirt track auto racing, started streaming races back in 2017 in an effort to raise awareness and, ultimately, sell more tickets to live events. According to Brian Dunlap, the director of broadcast and technology, streaming races not only engages fans but also makes it easier for them to follow the series closely.

On the other side of the spectrum, Steven “Claw” Jalicy from the ESL FACEIT Group, a prominent esports and video game entertainment company, highlighted the differences in monetization strategies between traditional sports and esports. In esports, the focus is on building a community and attracting more fans, rather than putting up paywalls or subscription fees. The goal is to keep fans engaged and involved in the gaming world.

Chris Buckley from Fastly, a sales engineer, emphasized the importance of providing options for content providers. Fastly works to support their clients in delivering content to users, whether through ad-supported models or subscription-based services. The goal is to give providers the tools they need to distribute their content the way they see fit.

Jalicy also discussed the role of social media influencers in spreading the word about esports. By partnering with influencers, esports organizations can reach a wider audience and potentially attract new fans. Influencers play a key role in expanding the reach of esports content and growing the overall community.

Overall, the landscape of live sports streaming is evolving rapidly, expanding to include a wide range of sports and events—from dirt track auto racing to esports. The goal remains the same: to engage fans, raise awareness, and ultimately drive more interest in live events. Whether through traditional sports or esports, streaming is changing the way we experience sports and engage with our favorite games.