YouTube has released a new "Creator Pulse for Marketers" report, spotlighting the sports creators reshaping how fans consume sports beyond traditional broadcast.

From high-stakes sports challenges and live watch parties to day-in-the-life vlogs of a professional athlete, the report highlights how creator content is rewriting the playbook on sports fandom, with 66% of surveyed Gen Z sports fans saying they enjoy watching related content on YouTube before and after live sports.

Featured creators:

• Erling Haaland (@erling, 3.29M+ subscribers, 156M+ views) – The global soccer icon brings fans behind the scenes of his life with game-day vlogs, training regimens and comedic fan encounters, offering an unfiltered look at a world-class athlete both on and off the pitch.
• Rachel DeMita (@rademita, 389K+ subscribers, 92M+ views) – A former D-I basketball player, digital sports host and commentator, DeMita bridges the gap between stadium and screen through exclusive courtside access, interactive watch parties and deep-dive commentary.
• Good Good (@GoodGood, 2.11M+ subscribers, 712M+ views) – The sports entertainment powerhouse and creator collective is evolving a new category of golf media, blending high-stakes challenges, trick shots and star-studded collaborations with professional athletes like Bryson DeChambeau.

YouTube is encouraging brands to connect with sports fans beyond the broadcast by aligning with top sports content through premium ad solutions like Takeovers and YouTube Select Lineups, to build lasting connections with the platform's most engaged fans.

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