WSC Sports, along with some of its clients including the NBA, NASCAR, and TelevisaUnivision, are recognizing the value of creators turning memorable sports moments into monetizable content.
They launched their creators-focused program, WSC Sports for Creators, in 2023 to provide creators with fully-licensed footage from sports rights holders, as well as the WSC Sports platform with its AI-tools to help creators craft and share content more efficiently.
On the program’s roster, are some of the sports world’s most-followed creators, including Zach Flockhart, aka DKM, who amassed 15 million views from his 200,000+ followers on YouTube, all tuning in to get his take on everything basketball.
Vadim Drozdovski, VP of Growth at WSC Sports, stressed the value of creator partnerships in driving fans’ excitement for their favorite leagues, teams, and sports networks—but this often comes with relinquished control over the content.
If broadcasters pay millions, sometimes billions of dollars annually for their content, the sheer idea of giving it away requires some mental preparation.”
“It’s a risk, but more people are understanding that if they’re going to be over-protective, they’ll be left with no audience.”
Added Value: Commentary That Drives Engagement
Creators can breathe life into old, seldom used content and most importantly, offer a fresh perspective. “An archived clip from five years ago isn’t inherently interesting until a creator puts a new spin on it,” he said. “Ninety-nine percent 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 fandom 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 exactly why I’m frustrated with the Nets,” he said. “Reaching your audiences, and also telling authentic stories that networks might not be able to tell is what the digital medium is enabling.”
A Rights Agreement That Makes Sense
Without a solid agreement and 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. “For the creators, it doesn’t pay to invest in creating quality content if you’re trying to evade something.”
At WSC, Drozdovski looks to balance creator autonomy and brand safety. By using the WSC Sports for Creators program, and the WSC Sports platform, networks and leagues are reaching new audiences and creators can confidently make content without the fear of demonetization. While he understands creator licensing and content might not be at the core of legacy networks’ strategies, recognizing its potential is a crucial element in digital planning.
The thing we tell our clients that resonates most is, “This may not be a key area of focus for you now, but let’s start building something so when you wake up to the party, you won’t be starting from scratch.”