Creators can introduce sports to entirely new audiences. But a series of controversies at the US Open demonstrated what happens when influencer marketing clashes with the traditions and expectations of live sports.
For Gupta Media's Cayley Stonehouse, Senior Social Media Strategist, the responsibility starts with the brands bringing creators into these environments.
As Stonehouse explained to Digiday, a successful creator partnership requires more than deliverables and talking points. Creators need to understand the rules of the sport, the etiquette of the event, and when and where filming is appropriate.
Brands also need to choose partners based on genuine relevance, not simply follower counts.
But the lesson isn't to abandon creator partnerships. Jess Dashner, Gupta Media's Director of Media Strategy and Operations, emphasized their value in giving fans perspectives they cannot get from a television broadcast. That access can help sports reach new audiences while creating opportunities for advertisers.
The challenge for marketers is balancing both priorities: giving creators the freedom to produce compelling content while respecting the athletes, fans, and traditions that make an event worth attending.
Read more from Stonehouse and Dashner in Digiday's examination of the US Open creator controversies.