What the Murrays’ YouTube launch signals for sports rights holders

Andy and Jamie Murray have launched a joint YouTube channel called The Set, produced by Prodigy Studios — the team behind Gary Neville's The Overlap and The Switch — in partnership with IMG Tennis, a division of WME Sports. The channel will use archive footage from ATP Media, the All-England Lawn Tennis Club, and the Lawn Tennis Association to revisit iconic tennis moments, with the Murrays also gaining access to players and stories at tournaments including Wimbledon. Industry analyst Gabriel Kennedy of Brave Bison argues the venture, backed by major tennis rights holders, serves as a model for how federations and sports organisations can approach athlete-fronted digital media properties.