ESPN in an effort to connect with Gen Z is launching a creator network that will provide up-and-coming content creators with access to ESPN’s sports properties and resources. The first launch will feature 10 creators and focus on TikTok. It will begin in October and run for about four months.

With the creator network, ESPN is looking to engage with niche sport fan communities on Instagram and TikTok, where the network has more than 26 million followers. While creators will not be compensated, they will be provided with travel, tickets, access, equipment, a series of learning courses and discretion over how they program their channels.

This reflects brands shifting budgets to creator-driven campaigns with 66% increase in spending in 2022.

To compete with the growing power of TikTok, Facebook and YouTube have also opened multimillion dollar creator funds — a tool noticeably absent in ESPN’s push.

Source: https://www.marketingdive.com/news/espn-sports-creator-network-gen-z-tiktok/632160/