Sports rights owners are embracing YouTube creators as their next media partners

From YouTube broadcasters to credentialed TikTokers, sports rights owners are embracing creators — and rethinking what a media partner looks like.

In recent weeks, Germany’s Bundesliga became the first top-tier league to award live match rights in the U.K. to YouTube personalities like Mark Goldbridge, whose “That’s Football” channel boasts millions of subscribers. In Brazil, YouTube’s recent broadcast of the Chiefs-Chargers NFL game featured creator Deestroying as a sideline host, effectively reimagining the play-by-play for a Gen Z audience.

And at this year’s U.S. Open, the U.S. Tennis Association (USTA) granted official credentials to more than 50 creators — from fashion influencers to food vloggers — allowing them to roam the grounds, create content courtside, and document the tournament in real time. The result? Over 2.3 billion digital impressions and a media footprint that extended far beyond match highlights.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.