The Creator Era of Fandom
Sports fandom is being rewritten in real time by influencers, streamers, and Gen Z’s demand for authenticity.
Gen Z doesn’t conform to norms.
That’s why influencers are becoming the media empires of the future.
Let me explain.
Authenticity goes a long way. Every like, comment, share, or bookmark is fueled by content that feels real and entertaining. That’s why today’s creators keep redefining what digital dominance looks like.
Influencers are no longer just content creators—they’re reshaping the next generation’s digital sporting experience.
Ask a Gen Z sports fan, and they’ll probably have a story to tell.
I personally think of the multiple times IShowSpeed has crashed CBS’s UEFA Champions League Show with Thierry Henry, Jamie Carragher, Micah Richards, and Kate Scott. The youthful energy is contagious with the immaturity the former footballers bring despite their consistent analysis.
These kinds of shows have always existed.
But creators are forcing networks to rewrite the playbook. The NBA on TNT has long been the blueprint—and that blueprint is evolving fast.
Think about how they’ve brought in Omar Raja from House of Highlights and Kenny Beecham’s crew. It’s a direct nod to the creator generation.
Networks don’t have a choice anymore. Creators are here to stay.
Creators are also shaping the sports world beyond the pitch, court, or ice.
Sports-adjacent creators are redefining what it means to cover athletes. Katie Feeney is one of the best examples—her work on social channels and with the Commanders eventually led her to ESPN. She leveraged her platform by simply noticing what fans wanted and what traditional media wasn’t covering.
SloaneKnows is another strong example. Her short-form content grabs young viewers by asking NBA stars the most human, offbeat questions. The simplicity makes superstars feel approachable, not untouchable.
These creators are examples of drawing in audiences that teams often miss: younger, mobile-first, lifestyle-driven fans.
Creators like Katie Feeney and SloaneKnows could eventually replace traditional beat reporters, turning creator-driven coverage into the new standard.
These creators embody Gen Z while delivering the stories that Gen Z actually cares about.
Streamers are also pivotal, especially in reaching young male audiences. Clips are in endless demand and the supply never feels like enough.
IShowSpeed, Ibai Llanos, Faze Clan, among others will command fans of the future.
Despite different streaming niches, these creators have overlapping audiences, giving them a unique opportunity to steer fandom at scale.
With that reach, creators can expand into adjacent verticals.
Betting is a clear example. Gambling companies are pouring money into creator sponsorships, and nearly every viral clip now has a Stake or Rainbet logo stamped on it.
Sportsbooks see it clearly: creators control the future of fandom, and youthful audiences are the prize.
If creators already have the keys to gambling partnerships, it’s only a matter of time before they have the keys to the leagues themselves.
Gen Z grew up with creators like no generation before—and they’re not turning away anytime soon.
The bottom line: the future of sports belongs to whoever’s holding the camera.