Creators in Sport: The New Mainstream

How sport creators are shaping the media – and what it means for brands

The final whistle is only the start of the conversation.

Fans move between live coverage, YouTube reactions, podcasts and social feeds, following the personalities they trust along the way. Creators are part of mainstream sport media, broadcasters are thinking like creators, and the same voices can shape the debate across both.

For brands, that opens up a huge opportunity. But getting it right takes more than a familiar face and a sponsored post. What makes a partnership worth fans’ attention – and what makes them scroll straight past?

Join sports creators and broadcasters Rory Jennings and Ade Oladipo, in conversation with Charlie Skillen, Head of Sport at Boldspace, for a candid discussion on sport, media and the creator landscape in 2026.

What we’ll be discussing:

• One connected media landscape: How creators and mainstream media work together – and why brands need to think across both.
• Personality, loyalty and influence: What keeps fans coming back to particular voices, and why that relationship matters more than follower numbers alone.
• Finding the right fit: How brands can identify creators who make sense for their audience, ambitions and place in sport.
• Beyond the sponsored post: Turning creator partnerships into compelling content, sponsorship activations and stories that travel.
• Letting creators create: How to balance a brand’s message with the opinion, humour and independence fans came for.
• Making it count: What a successful partnership looks like for brands, creators and the audience – and the mistakes to avoid.

RSVP
To join us for breakfast, email events@boldspace.com to secure your spot.