ESPN Launches The Second Iteration of Its Creator Network with All-Female Roster
ESPN launched the second iteration of its Creator Network. This year's class is composed entirely of female creators and covers sports like football, F1, gymnastics, soccer, and more through commentary, interviews, comedy, and more. Participating creators are:
Throughout the program, creators will receive support and attend courses led by industry leaders and ESPN executives. They will also cover events such as the Women's Final Four, NFL Draft, NBA Finals, and The ESPYs. A new addition from last year is long-term collaborator Adidas, joining as a sponsor.
Why It Matters: ESPN's launch of the Creator Network last year aimed to engage with a younger audience online, and it paid off, generating 18 million incremental impressions for ESPN and making it the most-followed brand on TikTok in 2023.
This time around, ESPN aims to build on last year’s success while also supporting diversity and inclusivity through an all-female team. By promoting female representation in sports and featuring creators producing content outside of some of the company’s core verticals, it can reach and connect with audiences it is missing through its own channels or other creator partnerships.
For creators, participating in the program offers a chance to learn from a leading sports media company, create content around major sporting events, and grow their following through collaboration with ESPN and Adidas. It’s unclear whether creators will be compensated financially for participating, though. This wasn’t the case last year, which led to mixed reactions about the program. With Adidas as a sponsor and a focus on amplifying female voices in sports, investing in creators financially alongside the other perks would be the best way to do that.
For the past year and change, brands have been investing in their own creator programs and networks, recognizing the value of creator content. These include retailers like Walmart, entertainment companies like Cirque du Soleil, media companies like Paramount, and much more.
According to a recent study by IAB and TalkShoppe, 44% of advertisers plan to increase their spending on creator content in 2024 due to its ability to help them reach niche audiences and, most importantly, ROI. Because of this, expect more brands to roll out their own creator programs and networks to partner with creators on content to support their marketing and business goals, along with business-as-usual studio content.
