# YouTube Highlights Brand Partnerships with Sports Creators Sports creators offer new opportunities for brands on YouTube. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-16 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/a5a8ac8a-1ef6-4fb8-ac2e-4c12a9977fdd ## The Rise of Sports Creators YouTube's latest report examines the growing influence of sports creators and how brands can connect with them. 66% of Gen Z viewers consume sports-related content on YouTube before and after live events, making these creators valuable partners for brands. ## Successful Examples YouTube highlights creators like footballer Erling Haaland and former basketball player Rachel DeMita. Haaland has 3.29 million subscribers and regularly shares content. Such creators offer brands access to a large and engaged audience. ## Opportunities for Brand Partnerships YouTube offers various ad options for brands to collaborate with sports creators. Features like 'Takeovers' and 'YouTube Select Line-ups' make it easier for brands to reach their target audience effectively. ## The Power of Sports Content Sports content is a powerful tool that brings billions of people together. YouTube emphasizes the opportunities it offers for brands to connect with sports fans and develop creative campaigns. ## Gen Z's Preferences Gen Z's interest in sports content presents a significant opportunity for brands. YouTube provides guidance to help brands understand and reach this demographic effectively. ## Conclusion and Recommendations YouTube's report shows that sports creators are a valuable opportunity for brands. Collaborating with these creators allows brands to reach a broad and engaged audience. Sports content offers an ideal platform for increasing brand awareness. ## Sources covering this story - https://www.marketingdive.com/news/youtube-highlights-brand-partnerships-with-sports-creators/825428/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._