Creatorverse: NFL Is Doubling Down on Creators as the US Open Struggles
Creators are increasingly becoming vital to sports leagues, but not everyone is benefiting from the trend The post Creatorverse: NFL Is Doubling Down on Creators as the US Open Struggles appeared first on TheWrap .
The NFL is doubling down on creator partnerships as part of its strategy to expand its audience, particularly among younger demographics and international markets. The league is bringing back the NFL and YouTube's Creator of the Week program for the third year in a row and has collaborated with top creators like Deestroying, Zach King, Gabriela Moura, and Dhar Mann.
This year, the NFL has nine international games, including matches in Australia and Brazil, and is partnering with creators in those countries to provide a local perspective on the league. The NFL's strategy has been successful, increasing younger audiences, with 45% of fans under 35 getting most or all of their non-live sports content from social media.
However, the approach taken by the U.S. Open for its tennis tournament is causing controversy, with nearly 100 creators being accredited, leading to breaches in courtside etiquette and distraction during matches. This is in contrast to the Olympics, where creator coverage has been incorporated respectfully. The issue lies in the U.S. Open chasing creators without providing clear guidelines, resulting in backlash from fans.
Despite the controversy, live streaming is up 7.6% compared to the second quarter of 2025, with YouTube Live maintaining its leadership in watch time.
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