Her role will include helping sports leagues and rights holders engage audiences in new ways
Sharon Fuller has joined OS Studios to spearhead the gaming/esports/Gen Z content specialist’s expansion into the sports industry.
Fuller joins from NBA, where she was a senior executive. She has also held senior roles at Red Bull, and BBC Sport and has decades of experience in global content strategy, audience growth, and innovation across major sports, including the Olympics, MotoGP, F1, soccer, and basketball.
Her career highlights include co-creating the UK’s most downloaded participation app, Couch to 5k; doubling NBA EME social media reach within 18 months; and pioneering live-over-IP broadcasting at the BBC.
At OS Studios, she will lead initiatives to develop what OS Studios calls a “fully connected sports ecosystem”, which integrates live events, digital platforms, social communities, and immersive fan experiences.
Her role will focus on helping sports leagues and rights holders engage audiences in new ways, from pre- and post-game content to creator-driven experiences and next-generation fan engagement strategies.
She will also work with rights-holders to create new IP.
“Sharon brings unmatched expertise in building global sports audiences and creating content that resonates with fans at every touchpoint,” said John Higgins, CEO of OS Studios. “Her vision aligns perfectly with our mission to redefine the future of sports content, connecting fans, creators, and communities around the live moment—the magic that can’t be replicated.”
“I’m thrilled to join OS Studios at a time when sports, technology, and culture are converging like never before,” adds Fuller. “Our goal is not just to improve broadcasts or digital offerings—it’s to create an ecosystem that amplifies the live moment, engages fans wherever they are, and turns every game into a cultural event.”
OS Studios looks after the broadcast of hundreds of live gaming, esports and sports shows, and has created more than 750,000 hours of original gaming culture content. It is part of Project Worldwide, which crafts fan engagement campaigns across sports, gaming and entertainment. With the recruitment of Fuller, OS Studios says it is “making a bold move into the world of sports, and we’re bringing in a powerhouse to lead the charge.”
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