The Real MVPs: why Fan Creators will Define the Summer of Sport on Social

What Do Sports Fans Want from Content?

Sports fans want content that is genuine, fast, and participatory. More than anything, they value relatability, real-time engagement, and the ability to co-create and share moments with their community.

Why Relatability Drives Engagement

• Raw, emotional moments will always outperform polished edits – without fail
• Fans love connecting with shared experiences, whether it’s a connection with fellow fans or with relatable aspects of their sports idols

From Consumption to Co-Creation

• Memes, edits, and reactions are the new currency of online interactions, and they’re almost always fan-made. ‘Fan-led’ storytelling is the new source of life for online sports communities.
• Group chats amplify moments instantly, giving anyone the platform to give an opinion, share emotions, or share their content directly with their world

Real-Time Content Wins

• Online sports communities want to discuss important moments as soon as they’ve happened. The result is that speed always beats production value when it comes to sports content.
• Big moments lead to immediate online reactions, which are an invaluable flashpoint of activity and intensity that both fans and brands can’t afford to miss

Why Are Fan Creators So Effective in Sports?

Fan creators are the masters of impactful sports content creation because they understand the culture, speak the audience’s language, and react in real time. They are their own audience.

As a result, their content is always authentic and trustworthy by default, making it far more interesting and engaging than traditional brand messaging.

Cultural Fluency

Fan creators have the deepest knowledge of niche fan communities, because they’re in them.

They understand the humor, context, and timing that define their specific communities, along with inside jokes, running feuds, and cultural nuances that outsiders often miss. 

Relatability and Trust

Is this the end of sport influencers? No – but they’re not the only tool in the toolbox anymore.

While Ronaldo is an exceptional ambassador for broad-spectrum appeal and global brand awareness, he is so aspirational that he feels essentially untouchable – almost abstract. 

Sports influencers – specifically fan creators – bridge this gap because they’re seen as “one of us”. Rather than being blatantly commercial, their presence and association with relevant brands feel logical and relatable.

Built for Algorithms

Fan creators don’t just speak the language and earn trust easily – they’re literally native to the platforms you’re leveraging them on.

Rather than bringing TV personalities or sports stars onto the vertical screen, these influencers grew out of obscurity and into creators using social algorithms and content.

The result is that their content is naturally primed for engagement and shareability, meaning you don’t need to do a thing to ensure your social campaigns hit the back of the net.

Where Does Sports Fandom Live Online Today?

Sports content is moving online – to such an extent that broadcasters are actually giving content rights to creators.

“It’s a smart move,” said Tom Cornish, the Global VP of Group Solutions at The Goat Agency, in a recent feature on Digiday. “It will either allow them to be in a better negotiating position on their rights deals with major broadcasters, or it will enable them to embrace a broader network.”

Key Platforms Driving Sports Fandom

TikTok: The unbeatable place for discovery and virality

YouTube: Excels at in-depth analysis, reactions, and long-form fandom

Instagram: A place for event highlights, spectator experiences, and affirming identity

Group chats: Private, high-engagement spaces for real-time, energetic community interaction

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Piet Dayney, Senior Manager of Social Content Strategy, Goat

“Sports used to live on the field; now they live on TikTok, in group chats, and in memes. Gen Z has made sports less ‘dad’s hobby’ and more culture-core.”

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How Fans Consume Sports Content

Mobile-first, always-on

Research from our recent NIL influencers report finds that 67% of Gen Z prefer consuming sports content on their phones while on the go.

For marketers, this shift means that sports is no longer a passive media channel, but a dynamic, 24/7 cultural stage.

Multi-platform behavior

Sports fans don’t pick platforms like they pick teams; every consumer will turn to different platforms for different purposes, mixing and matching to build their own personal ecosystem of content and points of engagement.

Second-screening during live games

43% of Gen Z fans use social media while watching live sports, actively posting, commenting, and sharing in real time.

This is ‘active’ consumption, bringing fans in as participants and drivers of sporting discourse.

How Fandom Connects to Commerce and Identity

We’ve explored how sports fandom is changing, but what does that mean for brands looking to integrate themselves into a sports identity and sell products?

In the age of digital fandom, products have become another vehicle for self-expression. This can look like:

• Personalized merch and event-specific drops
• Hype culture driving viral purchases
• Self-expression through products aligned with teams and players

Sports influencers – name, image, and likeness (NIL) influencers in particular – are the new engine of sports commerce and merchandising. Our NIL Influencers Report dives into the formula behind their success, including essential 2026 strategies and a look at the future of creator-ambassadors in this space.

Find out more

 IShowSpeed – A Fan-Led Content Blueprint

Darren Watkins Jr., better known as IShowSpeed, sets a clear blueprint for how raw fandom can outpace traditional celebrity endorsement. 

Speed’s no elite athlete or polished pundit, but simply a deeply passionate, somewhat unhinged mega-supporter of Cristiano Ronaldo. His audience flocks to him for high-energy commentary and meme-heavy live reactions, and his chaotic approach is a refreshing contrast to the restrained, media-trained landscape of professional sports reports.

Audiences live for the fan-athlete relationship that Speed has, including being asked by Ronaldo to lead the Al-Nassr Ultras’ drumming on the pitch – the real-life manifestation of every fan’s dream.

IShowSpeed has reversed the traditional creator-brand relationship. His preference for wearing Monté Sportswear (a streetwear and lifestyle label established by Cristiano Ronaldo Jr) is longstanding and completely personal. It was the brand that picked up on it and respondedonline, leveraging the real, natural passion of a fan.

IShowSpeed’s success shows that fan-driven content resonates because it is immediate, emotional, and deeply rooted in community culture.

Brand Collaborations That Tap Into Fan Culture

Asahi Boots on Boots Off

Asahi Super Dry partnered with Goat to amplify its Women’s Rugby World Cup sponsorship through a clear objective: to drive awareness, deepen cultural relevance, and bring meaningful associations with rugby using credible talent. Our IBEX data recognised that audiences engage more with players’ personalities than match content, leading to the “Boots On, Boots Off” concept – pairing England players with culturally relevant creators to showcase both their on-pitch and off-pitch passions.

Delivered through a phased content approach across social, the campaign blended high-production athlete storytelling with relatable, community-driven creator content, seamlessly integrating the brand without overshadowing talent. This extended into live match coverage and fan experiences, further reinforcing inclusivity and shared moments. As a result, the campaign significantly outperformed expectations across impressions and engagement, demonstrating that combining sport with broader culture and creator partnerships is highly effective in building meaningful, long-term brand affinity.

Red Bull & Angry Ginge

For their ‘Wings for Life’ race, where runners are trying to outrun a ‘catcher car’ that slowly speeds up behind them and ends their race as it overtakes, Red Bull turned to online legend The Angry Ginge.

His unique flavor of tongue-in-cheek humor was a perfect fit, more like being roasted and egged on by a mate than hearing pre-scripted motivational snippets.

Pepsi & the NFL

Pepsi took traditional advertising off the field and handed campaign control to the fans. Whether it was the fan-voted NFL Rookie of the Year award, or asking fans for their UEFA Champions League score predictions, this was all about turning passive viewers into the heart of the content.

It’s time for brands to become fans.

Sports creators are the new fan favorites. They’re shaping the community, propelling conversation, and inspiring fans of every stripe to engage with brands who truly support the scene.

If you’re looking to get on the pitch and build your team of superfan influencers for the next campaign, get in touch. 

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