Marketing in the New Era of Sports

For decades, the relationship between sports stars, leagues, and media networks was rigid: athletes played, leagues sold rights, and brands bought commercials. But today, two-time U.S. Open Champion Bryson DeChambeau is as much a digital media entrepreneur as he is an elite athlete. With over 2.7 million YouTube subscribers and the launch of his new creator network, Source Golf, DeChambeau represents a shift: the athlete is now the network.

YouTube’s Chief Business Officer Mary Ellen Coe joins DeChambeau to discuss this transformation, exploring how highly authentic digital content is outperforming traditional sports broadcasts in engagement, why prime-time viewing has shifted to YouTube on the living room screen, and how brands can gain access to passionate fan communities through creator athletes.

• How YouTube became the defining platform for sports entertainment beyond the broadcast, and what does that mean for how audiences experience sports today?
• What does Bryson DeChambeau's journey from athlete to YouTube creator and digital media entrepreneur tell us about the new relationship between sports stars and their fans?
• How should brands be rethinking their sports marketing strategy to reach younger audiences who have moved away from traditional broadcasts?
• How do athletes, leagues and YouTube work together to build audiences and communities while improving the fan experience?