Does the Sports Industry Need a Creator Economy?

But there has been a trade-off: Most professional sports organizations today are controlled by corporate ownership groups — largely nameless and faceless — that have effectively severed, or at least compromised, teams’ connections with their fans.

More and more, it seems sports are moving away from what should be their true mission: community building and elevating the fan experience. Rather than wrangling over how to squeeze another dime out of every concession soda sold or adding interactive screens to the back of every stadium seat, franchise leaders should focus on reaching not only established fans but building meaningful and lasting connections with those fans’ daughters and sons.

At the same time, there is little more dangerous than a 16-year-old with a TikTok account. Fan creators can be a franchise’s best friend or worst enemy. A famous and undeniably fantastic example of this phenomenon is in Wrexham, Wales, where actors Ryan Reynolds and Rob McElhenney purchased a storied soccer club that had fallen on hard times, earnestly worked to raise up the organization and its community and created a streaming series to chronicle the entire adventure.

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