Introducing Oldfield’s remarks on LinkedIn, Engage said: “Gen Z isn’t switching off – they’re simply showing up somewhere new. And that place is YouTube, where sports fandom is thriving. From interactive livestreams to creator-led leagues, YouTube has become the new broadcast disruptor and the ultimate engagement engine for sports.” Oldfield highlights six steps to “building a sports brand on YouTube”, explaining why rights holders, federations and franchises can’t stay on the sidelines. They are:
Understand the shift: YouTube is the go-to channel for Gen Z sports fans. With over 70% preferring digital platforms, the message for rights holders and federations is clear, said Oldfield: “To reach tomorrow’s fans, meet them where they already are.”
Create native content: Create content made for YouTube, not adapted from broadcast. Think vlogs, behind the scenes and snackable highlights. “Ballers League and Farnham have found success with creator-led, community-first formats,” he said.
Leverage community: YouTube doesn’t just broadcast, it builds ecosystems, explained Oldfield. “Fans can chat in real-time during livestreams, creating two-way engagement mid-event. Utilise features like comments, polls and community to scale.”
Own your rights: YouTube gives rights holders the tools to own their content, he said. “With smart channel and rights managements, sports organisations can monetise directly, scale globally and engage in real-time – all without gatekeepers.”
Understand Gen Z: They are not anti-sport, observed Oldfield. “they’re anti-broadcast. Younger fans are digitally native, deeply social, and fiercely selective. Their attention spans demand the sharp, short, shareable content that YouTube delivers.”
Think living room, not just mobile: “With the rise of smart TVs and connected devices, fans are watching more content on YouTube via TV screens than ever before. Fans aren’t giving up the big screen. They’re choosing new platforms to watch from.”
