Game Changers: How Sports Marketing is Being Rebuilt Around Creators

Sports is one of the fastest-growing categories in the creator economy today. Athletes are building creator businesses of their own. Teams and leagues are treating creator fandom as a marketing channel in its own right. And brands are activating creators for the speed and cultural fluency that traditional sports marketing can't match. Leaders from the LA Rams, Align Technology (Invisalign parent company), Blue Hour, and creator and former professional soccer player Brittany Isenhour break down what's actually changing—from the team perspective, the brand perspective, and the fandom itself—and where sports marketing is headed next.