New York, NY - OS Studios, the leading creator of interactive and immersive content for Gen Z and young millennial audiences, announced today that Sharon Fuller will join the company to spearhead its expansion into the sports industry. Fuller, a former senior executive at the NBA, Red Bull, and BBC Sport, brings decades of experience in global content strategy, audience growth, and innovation across major sports, including the Olympics, MotoGP, F1, soccer, and basketball.
At OS Studios, Fuller will lead initiatives to develop a fully connected sports ecosystem that 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 loops to creator-driven experiences and next-generation fan engagement strategies. She will 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.”
Fuller is widely recognized for her innovative work in sports media and technology, including 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. Based in Madrid, she is also an advocate for women in sports, mentoring the next generation of female executives through the SportsPro New Era program.
“I’m thrilled to join OS Studios at a time when sports, technology, and culture are converging like never before,” said 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.”
For more information visit https://osstudios.gg/.
About OS Studios
OS Studios is a culture-driven agency founded in 2018 by John Higgins and Ian Packard, built by gamers, fans, and creators who understand audiences from the inside out. Originally focused on gaming and esports, OS Studios is expanding into sports and entertainment, turning moments into movements, fans into communities, and brands into cultural mainstays. Leveraging their expertise in content creation, live and virtual events, brand strategy, and fan engagement, the agency helps develop new IP, commercial platforms for athletes and brands, and growth strategies for sports entities. Now part of the Project Worldwide network, OS Studios offers a unique, forward-looking model for the sports and entertainment industries that goes beyond transactional relationships to build lasting cultural impact.
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