How content creators became sports power players
In an era where a viral TikTok can rival a stadium roar, content creators are increasingly shaping the sports world. Not with wins, goals or contracts, but with cameras, charisma, and content. These digital voices are helping redefine traditional roles, from marketing partners to unofficial league ambassadors, showing that you don’t need to score goals to influence the game.
Take Noah Beck, the TikTok sensation with more than 33 million followers. Once a Division I soccer player at the University of Portland, he shifted focus to content creation during the pandemic. In 2022, Major League Soccer invited him to collaborate as its first “Social Playmaker,” mentoring younger players and amplifying the league's vibe through reels and stories, without playing professionally.
Sport creators have really taken off in the U.S., where much of the innovation in this space starts, and what works there often spreads quickly across Europe.
This creator-to-courtside pipeline is expanding rapidly, driven by the sports industry’s growing need to reach Gen Z audiences. Influencer marketing in sports has experienced significant growth in recent years, reportedly increasing from under $2 billion in 2016 to over $20 billion globally by 2024, as leagues turn to creators for authentic fan engagement.
Tristan Jass is a great example of how social media fame can cross over into real sports credibility. He started out posting creative basketball layups and trick shots on YouTube and Instagram, and his videos blew up millions of followers, crazy views, and collaborations with NBA players. That online attention turned into real opportunities: he’s now working with pro athletes, running training camps, and has built a full career around basketball. His story shows that if you’ve got skill and personality, social media can be more than just a platform, it can be a launchpad into the sports world.
How creators made golf cool again
The PGA Creator Classic is a perfect example of how social media stars are crossing over into real sports arenas. What started as a fun idea, getting YouTube golf creators to compete on tour-level courses, has turned into a legitimate event backed by the PGA Tour. These creators trade their content platforms and creativity for a chance to tee it up on tour courses, bringing massive audiences with them, fans who might not have watched golf otherwise. The result is a new kind of bridge between the digital world and traditional sport, where influence and visibility can open doors to becoming part of the game itself.
Podcasting, too, is emerging as a bridge into the industry. The sports podcast sector has seen steady year-over-year growth, with thousands of shows now attracting advertisers at CPMs often ranging between $18 and $50. Even niche creators, such as those behind Art But Make It Sports, known for blending fine art with game highlights, have turned hobby projects into full-time creative roles within the sports media ecosystem. Similarly, football analyst Edmund Oris launched the Football Creators Academy to teach aspiring influencers how to monetize analysis and commentary online, turning fandom into a formalized business.
Brands and teams are taking note. Studies suggest that roughly half of sports fans now consume sports content on Meta and YouTube, prompting properties to work with creators for greater reach and authenticity. From MLS’s influencer partnerships to the NBA’s creator-led fan zones, these collaborations spark experimentation, think AR breakdowns or viral challenges, that complement, rather than replace, traditional media.
As sports evolve, creators are no longer just spectators; they’re contributors.
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