WHY SPORTS ORGANISATIONS NEED TO EMBRACE CREATOR CULTURE
By Aidan P-C, Social Media Manager
Fan captures NFL, photo by Getty
Over 200 million people worldwide consider themselves content creators, but the reality is anyone who’s ever published on social media – from the LinkedIn marketer explaining what Jude Belligham’s last-minute equaliser can teach us about B2B sales, to the colleague letting everyone know they’re on holiday – can be considered, in some capacity, a content creator.
The rise of creator culture has challenged the status quo by unearthing a wealth of talent and an appetite for content beyond the capabilities of most traditional publishers. In a recent interview with content creators Colin and Samir, Instagram CEO Adam Mosseri highlighted this role reversal, suggesting that the “power will continue to shift from institutions to individuals”.
Nowhere is this more apparent than within the world of sports, with many players and athletes having more engaged followers than their respective clubs and leagues.
Why? Well…
“People want to see the world through the eyes of another individual that they relate to or that they look up to more than they want to consume content from a publisher that they feel is hyper processed and produced.” (Adam Mosseri on Colin and Samir, 2024)
So how can sports organisations stand out in a world full of creators?
Embrace creators
There will always be someone outside of your organisation that can produce more engaging content than you can… so let them, encourage them and help them to do it.
Taking a more progressive stance to digital media rights opens up a wealth of opportunities to unlock new audiences and increase your reach by sharing footage with select creators that can produce content that resonates with a wider pool of people outside of your existing network.
The NBA realised this opportunity back in 2016 when they teamed up with BroadbandTV (BBTV) to launch the first iteration of NBA Playmakers, a platform providing creators with the tools and footage to produce professional quality NBA social content. Top-performing content would be amplified through NBA and BBTV networks with successful creators receiving ad revenue, increased access to players and production tools.
In return, the NBA were able to “tap into the creativity of the league's fans and enable the creation of superior organic promotional material, all at a fraction of the cost an in-house ad campaign would require” (The Verge, 2016).
ESPN and the NFL later followed suit launching their own Creator Network (2022) and Access Pass Programme (2023) respectively, and whilst many established rights holders are tied up in restrictive media deals, there’s an open goal for smaller, challenger organisations that are new to market and able to capitalise on the creator revolution.
2. Become creators
Despite the power shift, organisations can still get cultural cut through. Sometimes they just have to stop thinking like an organisation – and start thinking like a creator.
For instance, I’d be surprised if anyone working within the world of sport or social media hasn’t seen what Boston Celtic have been doing recently. And whilst their slick, short-form video may seem to fit into the “hyper processed and produced” bracket of content Mosseri mentioned, the focus is often on the edit rather than the basketball, positioning Boston Celtic as an aspirational creator that people aspire to follow.
Even if you don’t have an industry-leading video editor in your team it doesn’t prevent you from taking a creator mindset to stand out from the crowd. Whether you’re an NFL team positioned as a meme page like the LA Chargers, or your off-the-wall mobile-shot content leaves casual fans scratching their heads like the Buffalo Bills, the key to social cut through is to build an identity that resonates with people.
3. Build creators
Individuals will always be more relatable than organisations but that’s not to say they’re in conflict. As a sports organisation, athletes are the greatest asset you have and they should be empowered to be creators, carrying your brand to new audiences.
Bukayo Saka shone on and off the pitch during the 2022 FIFA World Cup with his TikTok spelling school grabbing attention from all corners of the media. Whilst the content was housed on Saka’s channels, it proved an effective tool to show the unity within the England team, expanding their reach and engaging with new fans in a unique way that the England channels may not have been able to do.
Our client England Rugby did this brilliantly during their recent Summer Series tour of Japan and New Zealand, supporting their athletes to create first-person storytelling with the likes of Maro Itoje, Freddie Streward and Henry Slade.
Whilst athletes have the cultural caché to instantly attract new audiences, they’re not a necessity to building relatable creators. Increasingly we see media properties investing in more relatable personality-led content - such as GOAL’s Front Three, who now lead much of their social output. That may not have the overnight success of Arsenal’s starboy, but are able to authentically grow with the brand at a fraction of the cost.
So where does all of this leave sports organisations?
Well, by championing progressive media rights, crafting a distinct brand identity, and investing in engaging personalities, they can carve out a unique position in the media landscape. This combination empowers them to tell – and share – important stories, stand out from the crowd, and build a loyal audience through and alongside creators.