OS Studios Expands into Sports, Taps Industry Veteran Sharon Fuller to Lead the Way

OS Studios is making a bold move into the world of sports, and we’re bringing in a powerhouse to lead the charge. We are thrilled to announce that Sharon Fuller has joined the team to spearhead our expansion into the sports industry. As a former senior executive at major organizations like the NBA, Red Bull, and BBC Sport, Sharon brings decades of experience in creating global content strategies and growing audiences for some of the biggest names in sports, including the Olympics, F1, and basketball.

A Team Built for DISRUPTION

Sharon will be working alongside an experienced team of sports industry disrupters: Paul Guest (Head of Strategy) and Ollie Gilpin (Senior Strategist). Together, this trio will form the core of our sports practice, leveraging their combined expertise to help sports leagues and rights holders engage audiences in new, meaningful ways.

At OS Studios, this team will focus on developing a fully connected sports ecosystem. This isn’t just about better broadcasts; it’s about connecting live events, digital platforms, and social communities to create truly immersive fan experiences. This includes everything from creating pre- and post-game content loops that keep fans engaged 24/7 to developing creator-driven experiences and next-generation fan engagement strategies. The team will also work directly with rights holders to create entirely new intellectual property (IP) that resonates with modern sports fans.

“Sharon brings unmatched expertise in building global sports audiences and creating content that resonates with fans at every touchpoint,” said OS Studios CEO, John Higgins. “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.”

A Champion of Innovation and Community

Sharon is a recognized innovator in the sports media world. She co-created the UK’s most downloaded participation app, Couch to 5k, and was instrumental in doubling the NBA’s social media reach across Europe, the Middle East, and Africa (EME). Her work also includes pioneering live-over-IP broadcasting at the BBC, demonstrating her knack for blending technology with compelling content.

Currently based in Madrid, Sharon is also a passionate advocate for women in sports and actively mentors 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,” Fuller said. “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.”

This strategic hire and team formation underscore OS Studios’ commitment to expanding its expertise from the gaming and esports world into traditional sports and entertainment. As a part of the Project Worldwide network, we’re ready to help sports entities build lasting cultural impact and turn fans into thriving communities.