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Gen Z’s New Creator Sports Obsession—in 2 Stats

Brands, take note: creators are a key part of how Gen Z discovers, watches, and engages with sports…

Written and Edited by the YPulse Editorial Team

Aug 10 2026
North America

KEY TAKEAWAYS

Creators, as partners and players, are the key to keeping sports fresh
Gen Z wants influencers in the game and like when sports leagues involve them
Creator sports challenges are a draw as Gen Z will tune in especially when creators are the ones playing

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...