"The influencers and creators have played a very important role in keeping fans engaged in season and also during the off season,"
"[Creators] have been great for us, especially as we reach more casual fans and younger fans."
"[Creators] bring live sports to the masses,"
Mega-creator MrBeast appeared during the Super Bowl and promised to make one viewer a millionaire. The NFL brought over 160 creators to Levi's Stadium for Super Bowl LX as part of a record collaboration. The NFL appointed Dhar Mann as Chief Kindness Officer tied to the Be Kind to Your Rival social campaign. Sports organizations and broadcasters are increasingly partnering with YouTube and TikTok stars to reach younger and more casual fans. NBCUniversal recruited 21 creator channels for the 2026 Milano Cortina Winter Olympics Creator Collective, slightly fewer than for the 2024 Paris Olympics. The U.S. Olympic and Paralympic Committee runs a 21-channel creator program.
Read at TheWrap
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