There’s a layer of social media sports engagement brands can’t afford to sit out anymore—but one you may not be paying attention to yet. Sports leagues that really want to get more young people invested need to bring content creators into the mix sooner rather than later. YPulse has been saying for years how social media changed the way young people discover, follow, and engage with sports. YPulse’s Sports and Athletes data shows nearly half of 13-24-year-olds (48%) agree, “Watching sports highlights on social media is better than watching the whole game.” But while highlights might get Gen Z caught up on the game, influencers have been getting Gen Z invested in the fandom. Take creators like Freddy, who became known for his U.S. food tour during the 2026 FIFA World Cup. He gave young viewers a way to experience the tournament outside of watching the matches, and following along with his food adventures became part of their World Cup experience, too. And social media behind-the-scenes content from athletes...
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