For brands and rights holders in sport interested in future-proofing themselves and unlocking new revenue streams, understanding how to connect and engage with Gen-Z audiences is vital.

Content creators are at the vanguard of connecting with younger fans, taking a data-driven approach and serving up authenticity on the social platforms which resonate with a new generation of fans.

I recently got together with three experts in this exciting, evolving space for a panel at SportsPro live in front of an audience of industry professionals.
Arthur Guisasola, International Sports Partnership Lead at TIkTok, works closely with brands and rights holders in sport.

Shebahn Aherne, is a broadcaster, presenter and podcaster, working with DAZN and talkSport.

And Mark Goldbridge is a YouTuber, presenter and the founder of The United Stand and That's Football.

We covered a range of subjects including how brands can engage with content creators, why traditional media outlets are increasingly adopting a fan channel style approach as well as busting some myths around Gen-Z fans.