YouTube Report Highlights Sports Creators’ Brand Power
YouTube Report Highlights Sports Creators’ Brand Power
As excitement builds around the FIFA World Cup 2026, YouTube for Business has published a report examining the rising influence of sports creators on the platform and how these influencers can benefit brand partnership campaigns. The latest Creator Pulse overview spotlights top-performing sports creators while offering marketers guidance on building effective partnerships.
Gen Z’s Viewing Habits Drive Opportunity
According to the report, a majority of Gen Z sports fans turn to YouTube to watch related content both before and after live games, reinforcing the platform’s role as a central hub for fan engagement around major sporting events. This behavior underscores why brands are increasingly looking to align themselves with athletes who have built strong followings on the platform.
Norwegian soccer star Erling Haaland was highlighted as a prime example, given his substantial following and consistent engagement with fans through regular content updates. Alongside him, sports commentator and former college basketball player Rachel DeMita was cited as an example of an athlete successfully building her own media presence on YouTube.
Advertising Options for Brand Partnerships
The report points to YouTube’s advertising tools, including Takeovers, which let brands sponsor custom messages from creators, and YouTube Select Line-ups, which place ads alongside top-performing sports content. These options give marketers multiple ways to tap into the sports creator ecosystem.
YouTube expanded its Select line-up with additional sports categories back in October. With sports continuing to serve as a unifying force for audiences worldwide, the report suggests that the marketing potential tied to sports creators remains substantial — particularly as major tournaments like the World Cup keep fan engagement at a peak.
For brands seeking authentic connections with sports audiences, partnering with established creators may offer a more organic path to visibility than traditional advertising alone.