How top sports networks are embracing the creator economy

WSC Sports, a sports content platform that partners with organizations including the NBA, Nascar and TelevisaUnivision, is recognizing the power of creators in turning clips into memorable content. 

The platform launched its Sports For Creators program in 2023, a marketplace that provides creators with fully-licensed footage from networks and leagues, as well as AI tools to  create content more efficiently.  

Participating creators include basketball content creator Zach Flockhart, aka DKM, who works with WSC Sports to pull Euroleague content. 

Vadim Drozdovski, VP of Growth at WSC Sports, stressed the value of creator partnerships in driving fan excitement among leagues and major networks—but this often comes with relinquishing control. 

“If broadcasters pay millions, sometimes billions of dollars annually for their content, the sheer idea of giving it away requires some mental preparation,” he said. “It’s a risk, but more people are understanding that if they’re going to be very protective, they’ll be left with no audience.” 

‍Offering context that drives meaning 

An additional value of creator partnerships is that they give old content that was previously valuable in a fixed time frame—the week after a game, for example—new legs, said Drozdovski. 

“An archived clip from five years ago isn’t inherently interesting until a creator puts a new spin on it,” he said. “99% of sports content is irrelevant without the context and personalization from a creator.” 

Outsourcing fandom 

Beyond offering content analysis, Drozdovski knows major networks can’t tap into the power of fandoms while maintaining their objectivity and authority. 

“If my official channel is the NBA, I have to be really structured in the way I tell stories. But if I’m a creator and a Nets fan, I’ll tell you why I’m frustrated with the Nets," he said. "Reaching your audiences, but also reaching them with relevant storytelling, is what the digital medium is enabling." 

‍Using guardrails to breed better content 

Without a rights agreement and a solidified partnership, Drozdovski stressed that both rights holders and creators suffer. 

“Rights holders are putting their best content out there and aren’t sure what they’re getting in return, and creators will purposely make content that flies under the radar,” he said. “It doesn’t pay to invest in real works of art if you’re trying to evade something. " 

At WSC, Drozdovski looks to balance creator autonomy and brand safety. Networks and leagues are reaching new audiences, and creators can confidently make content without the fear of demonetization. 

While Vadim recognizes that creator licensing and content might not be at the core of a legacy networks' strategy, he said recognizing its potential is a crucial element of digital planning. 

“It may not be where your focus lies now, but we say ‘Let’s start building the business for you so when you wake up to the party, you won’t have to start from scratch.’’