ESPN Makes A Formal Push For Creators With The Launch Of The ESPN Creator Network
Source: ESPN
ESPN is making a formal push for creators with the launch of the ESPN Creator Network, a new creator-focused program, to support company initiatives.
The program will consist of 10 creators, with ESPN talent and House Of Highlights founder Omar Raja as the lead ambassador.
Starting in October, these creators will create and share content focusing on TikTok over the course of a four-month period in exchange for travel, tickets, access, equipment, learning opportunities, and more. Creators will have freedom in curating their channels and content, but the company will determine how to elevate their work. The sports industry has been slower to embrace social media creators than traditional brands, instead relying on more established talent and media channels to reach audiences.
However, this has changed in the past two years due to the impact of the pandemic, the growing influence of creators and social media platforms in everyday life, and the need to reach Gen Z. Only 50% of Gen Z consider themselves sports fans, compared to 63% of adults (according to studies by Morning Consult).
ESPN can capitalize on these trends and address them through its creator program. As ESPN invests more formally in creators, it can align itself with digital-first talent with engaged and niche audiences that it cannot reach through its own channels, particularly the younger generation.
People have traditionally relied on sports channels like ESPN for live sports, highlights, and commentary, but younger generations are increasingly using social media platforms like Instagram, YouTube, and TikTok for their education and entertainment needs, including sports, as well. With these platforms, viewers are able to consume sports in a more authentic, engaging, and snackable way through the compelling and dynamic voices of creators. In contrast to watching sports shows on television, audiences can interact with creators through comments, allowing for a deeper, two-way relationship.
In addition to better appealing to Gen Z, the ESPN Creator Network can serve as a talent development program for recruitment. ESPN could use this as an opportunity to build and work with creators over months and then hire them in a full-time capacity. It has already seen success with hiring internet native talents like Raja.
It's not too far-fetched to think that some of ESPN's biggest media personalities in the future are your favorite TikTokers and YouTubers. From sharing sponsored social content to serving as on-air personalities to hosting alternative live game streams, more sports companies will rely on creators to connect with Gen Z and stay relevant.
