How Olipop Uses Creator-Led Sports Content To Win New Fans On YouTube
YouTube Is the Most Valuable Sports Media Network Younger audiences don’t watch sports the way their parents did. They’re not sitting through full games or waiting for highlights on SportsCenter. They’re watching on YouTube, where athletes and creators are driving something more dynamic than traditional sports coverage ever allowed. According to YouTube CEO Neal Mohan, […]
Younger audiences don’t watch sports the way their parents did. They’re not sitting through full games or waiting for highlights on SportsCenter. They’re watching on YouTube, where athletes and creators are driving something more dynamic than traditional sports coverage ever allowed.
According to YouTube CEO Neal Mohan, sports content on YouTube grew 45% last year and topped 35 billion hours of viewership. Behind that growth is the rise of athlete-driven storytelling, creator-led formats, and fan communities that live far beyond the final score.
LOS ANGELES, CA – FEBRUARY 28: YouTube Chief Product Officer Neal Mohan speaks onstage during the … More YouTube TV announcement at YouTube Space LA on February 28, 2017 in Los Angeles, California. (Photo by Jeff Kravitz/FilmMagic for YouTube)
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The Age Of The Producer Economy
For athletes and creators building IP, YouTube offers access to a massive global audience, creative control, and monetization tools to build entertainment properties without waiting for a green light.
Shot for Netflix, Built for YouTube: Shanked
It looks like it belongs on Netflix, but Shanked, a scripted golf comedy, launched on YouTube. Think The Office meets Caddyshack, set at a fictional country club with a cast of creators who double as writers, characters, and marketers.
Shanked, the YouTube comedy show sponsored by Olipop and produced by London Alley
London Alley
The ensemble includes Mitsy Sanderson, Laura Clery, Blake Webber (Aristotle Georgeson), James Lynch, Patrick Farley, and Mikey Smith, alongside guest stars like Malosi Togisala (Big Moe of Good Good Golf) and even AJ McLean of the Backstreet Boys. Together, the cast brings over 70 million followers and a built-in fandom.
The series was produced by London Alley, a production company founded by Luga Podesta. London Alley is one of the few entertainment companies building premium long-form series for YouTube. Vice Media recently acquired London Alley to deepen its platform-native storytelling capabilities and support creators launching new IP.
A Network Mindset, Not Just a YouTube Platform Strategy
Ryan Horrigan, President of London Alley, leads this initiative. A former studio executive who started his career at CAA, Horrigan treats YouTube like a network, not just another social channel. That network mindset shaped casting and production, as well as how Shanked was marketed.
“Selling to a streamer gives you a higher floor,” Horrigan says. “But YouTube gives you a higher ceiling.”
James Lynch, a co-creator and cast member, adds: “We wanted something that works for 22 minutes but also hooks you in 60 seconds. Our show has to live in both worlds.”
“We made this in six months for a fraction of what a streamer would spend,” says Horrigan. “But because we understand YouTube, the fan connection is stronger and more meaningful.”
Olipop: When a Sponsor Becomes a Character
Olipop is a sponsor and a character in the new show, Shanked. More than product placement, Mikey … More Smith aka Teddy.
Daniel Orona
Shanked launched with a sponsor written into the script. Gen Z–favorite soda brand Olipop appears in multiple episodes: in the clubhouse fridge, on the beverage cart, and in a fourth-wall moment where the characters joke about how visible the product is.
“We went way beyond product placement,” says Lynch. “Olipop is baked into the world, the jokes, and the show’s culture.”
A Smarter Play: Building Audience Through Precision Content
Olipop is ahead of the curve. While most brands buy ads, Olipop sees YouTube and creators as a precision engine for audience growth.
Golf has become a valuable entry point for the brand. “I talk to people in golf all the time, and they say all they serve is hot dogs, soda, and beer,” says Steven Vigilante, Director of Strategic Partnerships at Olipop. “Our product fits where the culture is going.”
“We sell soda,” Vigilante adds. “We don’t need to be in front of the 1 percent at the Masters. We need to be in front of the everyday golfer. And YouTube is where they spend time.”
Creator Mitsy Sanderson plays Sophie on Shanked.
Daniel Orona
Understanding their audience shapes Olipop’s social programming. “Our Instagram audience is 80 percent Gen Z and millennial women. The Shanked audience is mostly 18 to 44 men,” Vigilante explains. “So we’re not flooding our social channels with golf clips. Olipop has a strategy; we show up in the right places for the right reasons.”
For Ollipop, the value is clear. “I’d rather be in the content people choose to watch than the ad they’re trying to skip,” Vigilante says. “That’s how we’re building the next wave of brand relevance.”
No Trailers Needed: Momentum Comes From Athletes And Creators
“We knew we had to market this differently,” says Mikey Smith, co-creator and cast member of Shanked. “We can’t rely on trailers and tune-in ads. We leaned into thumbnails, creator collabs, TikTok, Reels, and Shorts. That’s how you build momentum.”
The timing for a golf comedy show couldn’t be better. According to the creator intelligence platform Traackr, more than 11,000 creators posted golf content between January and June 2025, a 17% year-over-year increase.
“Golf is more accessible than ever,” says Horrigan. “It’s not your grandfather’s sport anymore. Younger audiences are fans, and across YouTube and TikTok golf content, you can find everything from trick shots and comedy to fashion, fitness, and player stories.”
Shanked is bigger than one show. It’s a blueprint for fast, flexible, creator-led IP built around communities that don’t need cable to become fans.
The Next Chapter: Where Athletes And Creators Turn 1v1 Basketball Into Must-See TV
If Shanked is a sitcom disguised as sports content, The Next Chapter (TNC) flips the equation: non-league basketball reimagined as pay-per-view entertainment.
Basketball Legend, Kyrie Irving announced the latest TNC match up.
Nick Smucker
Founded by creators D’Vontay Friga, Scotty Weaver, and Grayson White, TNC started on YouTube and now distributes content through their own network. TNC’s latest event featured Michael Beasley vs. Lance Stephenson, with Kyrie Irving as guest commentator. Tens of thousands paid to stream it. Over one million visited TNCLeague.com. Instagram views hit 82 million in four days.
Stars and influencers packed the arena: Adin Ross, John Wall, Naz Reid, Andre Drummond, Victor Oladipo. Kevin Durant and Iman Shumpert joined the online conversation. It was a cultural moment.
Grayson White, Scotty Weaver, D’Vontay Friga and John Bellion.
SMKR
Wasserman, TNC and the Rise of Sports Built for the YouTube Generation
TNC is built for modern fans: short games, meaningful financial stakes, and every player acts as both athlete and entertainer hyping games, creating content, and driving viewership.
Dan Levitt, SVP at Wasserman, is helping shape the model. “Creator-led sports content is the main event,” he says. “Younger fans follow the personalities. They care about the story and the stakes, not just the score.” A veteran in creator representation, Levitt joined Wasserman after its 2024 acquisition of his agency, Long Haul Management.
“Today’s athletes know they are full-blown media platforms,” Levitt adds. “They have distribution and influence. What they need now are systems to build something durable.”
Owned IP Is the Model. YouTube Is the Engine.
Shanked and The Next Chapter are strong signals that the next generation of sports media won’t live on cable; it’s built for platforms like YouTube.
Creators and athletes are building the future of sports content in real time. They own the audience, shape the story, and control the upside. YouTube gives them the tools to turn attention into revenue and fans into customers. The most innovative brands aren’t just watching. They’re in the game.
The Frontier volleyball coaches’ preseason poll was released Monday, and new Frontier member Bellevue was named the preseason favorite to notch the 2025 Frontier Conference volleyball title. Providence, winner of the 2024 regular season and Frontier Conference tournament, earned second place, while Montana Tech came in third. The Bruins are coming off a successful 32-5 […]
The Frontier volleyball coaches’ preseason poll was released Monday, and new Frontier member Bellevue was named the preseason favorite to notch the 2025 Frontier Conference volleyball title.
Providence, winner of the 2024 regular season and Frontier Conference tournament, earned second place, while Montana Tech came in third.
The Bruins are coming off a successful 32-5 season in which they made history by reaching the NAIA championship title match, where they eventually fell to Indiana Wesleyan. The Argos finished last season with a 27-7 record, while the Orediggers landed with 20-12.
Montana Western, which came in fourth in coaches’ preseason polling, finished with a record of 25-10 en route to making a deep run at the national tournament. The Bulldogs defeated top-seeded and unbeaten Northwestern (Iowa) before losing to Corban (Oregon) in the quarterfinal stage.
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Coaches are not allowed to vote for their own teams in preseason polling. The top five teams in coaches’ preseason polling – Bellevue, Providence, Tech, Western and Dakota State – all reached the NAIA championship tournament last season.
Here’s how the coaches’ preseason polling ended up voting. First place is worth 11 points, second is worth 10 and so on:
Junior Varsity High School Girls’ Head Volleyball Coach in New York, NY for The Hewitt School
Details Posted: 11-Aug-25 Location: New York, New York Type: Contract Salary: $5,000 to $6,500 stipend Categories: Athletics/PE Preferred Education: 4 Year Degree Job Title: Junior Varsity High School Girls’ Head Volleyball Coach Department: Athletics FLSA Status: Exempt The Hewitt School – New York, NY ABOUT HEWITT Established in 1920 and located in New York City, […]
Job Title: Junior Varsity High School Girls’ Head Volleyball Coach
Department: Athletics
FLSA Status: Exempt
The Hewitt School – New York, NY
ABOUT HEWITT
Established in 1920 and located in New York City, The Hewitt School is an independent K-12 girls’ school whose mission is to inspire girls and young women to become game changers and ethical leaders who forge an equitable, sustainable, and joyous future. Hewitt empowers and expects our community members to embrace multiple points of view, to engage others with empathy and integrity, and to champion equity and justice in all areas of our lives. As a community, Hewitt is fully committed to a culturally diverse faculty, staff, and student body.
POSITION SUMMARY
The Hewitt School is seeking dedicated and passionate candidates for a high school junior varsity head girls’ volleyball coach for our School’s athletic program. The successful candidate will be responsible for leading and guiding our girls’ volleyball team to success on and off the court. This is a seasonal position, with the season starting on August 18, 2025 and ending on November 1, 2025.
ESSENTIAL FUNCTIONS/RESPONSIBILITIES
Plan, organize, and conduct daily after-school practices from 3:30 to 6:30 pm, focusing on skill development, team strategies, and player fitness
Coordinate game schedules, manage transportation logistics, and accompany the team to away games (hours may vary)
Foster a positive and inclusive team environment that promotes sportswomanship, teamwork, and personal growth
Provide effective coaching during games, making strategic decisions to maximize team performance
Communicate regularly with players, parents, guardians, and school administration regarding team progress, schedule changes, and other important information
Ensure the safety and well-being of student-athletes at all times
QUALIFICATIONS:
Demonstrated commitment to anti-bias education and social justice
Previous coaching experience at the high school or college level is preferred
Strong knowledge of volleyball rules, strategies, and coaching techniques
Excellent leadership, communication, and organizational skills
A commitment to fostering a positive and inclusive team environment
Valid CPR/First Aid/AED certification or willingness to obtain one
Commitment to student life
SALARY RANGE
Starting Stipend Range: $5,000 to $6,500 (stipend based upon, but not limited to, relevant experience and expertise)
TO APPLY: Please submit a resumé, cover letter, and examples of previous relevant work via our applicant tracking portal. Cover letters should reflect a careful reading of The Hewitt School’s website, including the School’s academic philosophy. No phone calls, please. Recruitment will remain open until the position is filled; applicants should apply as soon as possible for consideration.
IMPORTANT INFORMATION
The Hewitt School is an Equal Opportunity Employer. It has been and will continue to be a fundamental policy of the School not to discriminate on the basis of any category prohibited by applicable federal, New York State and/or New York City laws/regulations. This policy applies to all aspects of the employment process, including hiring, promotion, demotion, compensation/benefits, performance evaluations, disciplinary actions, training, working conditions, layoff, and termination.
QUALIFICATIONS:
Demonstrated commitment to anti-bias education and social justice
Previous coaching experience at the high school or college level is preferred
Strong knowledge of volleyball rules, strategies, and coaching techniques
Excellent leadership, communication, and organizational skills
A commitment to fostering a positive and inclusive team environment
Valid CPR/First Aid/AED certification or willingness to obtain one
Commitment to student life
About The Hewitt School
The Hewitt School is an independent college preparatory school for girls in kindergarten through grade twelve with 525 students. The Hewitt School inspires girls and young women to become game changers and ethical leaders who forge and equitable, sustainable, and joyous future. The school values each girl’s individual talents and encourages respect for the diverse interests and backgrounds of others. Hewitt’s small size and supportive environment enable each student to reach her full potential and to become a responsible and socially aware leader. In keeping with its motto “By Faith and Courage,” Hewitt seeks to instill in each girl lifelong faith in herself, personal integrity, and the courage to face challenges with confidence. Hewitt is an inclusive and diverse community of students, faculty, administration, board of trustees, and staff and continues to integrate diversity into the life of the school. Hewitt respects and values individuals whose differences include age, ethnicity, family structure, gender, learning styles, physical ability, race, religion, sexual orientation, and socioeconomic status.
Gunfire Interrupts U20 Water Polo World Championships
Gunfire Interrupts Opening-Round Game in U20 Water Polo World Championships The first day of the U20 Water Polo World Championships in Brazil was interrupted by gunfire during the match between China and Canada. Competing in the city of Salvador, Chinese and Canadian players were forced to exit the pool, lay down and take cover when […]
Gunfire Interrupts Opening-Round Game in U20 Water Polo World Championships
The first day of the U20 Water Polo World Championships in Brazil was interrupted by gunfire during the match between China and Canada. Competing in the city of Salvador, Chinese and Canadian players were forced to exit the pool, lay down and take cover when gunshots rang out from a neighborhood outside of the water polo venue.
China was ahead by a goal at the time of the first-half stoppage and went on to earn a 12-8 victory. According to reports, players ducked behind a barrier upon hearing the gunfire. Police indicated that the gunfire was the result of a confrontation between authorities and an alleged thief who was trying to escape.
“The match stopped for about a minute,” said Marco Antonio Lemos, the head of the Bahia State Water Sports Federation. “Our team saw that the police were taking care of it.”
Brazil is serving as the host of the tournament for the first time.
The United States won its first game on Sunday with an 11-10 decision over Hungary, as Emily Ausmus scored on a power play with just 18 seconds remaining. Ausmus had two goals and was named player of the match. Goalie Lauren Steele registered five saves.
2:45 PM | Monday, August 11, 2025 Monday marked the opening day of practice for Fall high school sports teams, including volleyball. Wayzata returns several players who saw court time a year ago when the Trojans won 19 matches and reached the semifinals of the Section 5AAAA tournament. Senior Eva Swenson and juniors Kayla Nawrocki […]
Monday marked the opening day of practice for Fall high school sports teams, including volleyball.
Wayzata returns several players who saw court time a year ago when the Trojans won 19 matches and reached the semifinals of the Section 5AAAA tournament.
Senior Eva Swenson and juniors Kayla Nawrocki and Ellie Osowski were all-Lake conference players in 2024, and all have committed to Division One college programs.
The Trojans also have a handful of other players back who earned varsity court time a year ago too, so it should be another season in which the team competes for conference and section titles.
BRYAN-COLLEGE STATION – Texas A&M track & field head coach Pat Henry announced the addition of two-time Olympian Amin Nikfar to his staff as an assistant coach Monday. Nikfar will lead the Aggie throws group. “Coach [Amin] Nikfar brings a wealth of experience and knowledge of the throwing events to our program,” Henry said. […]
BRYAN-COLLEGE STATION – Texas A&M track & field head coach Pat Henry announced the addition of two-time Olympian Amin Nikfar to his staff as an assistant coach Monday. Nikfar will lead the Aggie throws group.
“Coach [Amin] Nikfar brings a wealth of experience and knowledge of the throwing events to our program,” Henry said. “I have known him and watched his athletes compete at a very high level for a number of years. I believe not only in his ability to coach, but his ability to communicate with his athletes and I know he will work well with our staff.”
Nikfar joins the Aggies from North Carolina after leading the Tar Heels throws group for the past six seasons. During his time in Chapel Hill, he guided his athletes to 14 All-America honors, highlighted by a runner-up finish from Tommy Kitchell in the shot put at the men’s 2025 NCAA Outdoor Championships, and a pair of third-place finishes at the women’s outdoor nationals, courtesy of Madison Wiltrout in the javelin and Jill Shippee in the hammer throw, in 2022 and 2021, respectively. His groups also stood out on the conference level, securing nine individual ACC titles across the indoor and outdoor seasons.
“Texas A&M is a storied track & field program, and it is a great honor to join the work that is happening in Aggieland,” Nikfar said. “I’d like to thank Coach Henry, his staff and the athletic department for the opportunity to join the ranks. I feel fortunate to be able to uphold the high standards that have been set and contribute to the team.”
Prior to UNC, Nikfar served as an assistant coach at Stanford where he was named the 2019 USTFCCCA West Region’s Women’s Assistant Coach of the Year for his work with his four women’s NCAA Outdoor Championship competitors. He also spent time coaching at Southeastern Louisiana, the University of New Orleans, St. Francis High School and adds a pair of volunteer coaching roles at Northern Arizona and his alma mater, California.
Nikfar, a shot put standout, competed in the 2008 Beijing and 2012 London Olympic Games and appeared in two IAAF World Championships. He was a nine-time Iranian national champion and broke national records six times. He was the 2004 Asian Indoor Athletics champion, and his collegiate-best mark still ranks No. 8 on the Cal’s all-time list. His lifetime best of 65-9.5 (20.05 meters) from 2011 remains an Iranian national record.
Coach Henry also announced new roles within the current staff for the 2025-26 season, as Olivia Ekponé now takes on the role of assistant coach/recruiting coordinator, while assistant coach Joe Sarra will now also serve as the team’s director of operations.
To learn more about Texas A&M Track & Field/Cross Country, visit 12thMan.com and follow @aggietfxc.
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BURNSVILLE, Minn. – The defending NSIC regular season and tournament champions of St. Cloud State were picked by the league coaches in the NSIC Preseason Volleyball Poll. The Huskies are coming off a 2024 season where they finished 29-3 overall and 18-0 in NSIC play, and advanced to the […]
BURNSVILLE, Minn. – The defending NSIC regular season and tournament champions of St. Cloud State were picked by the league coaches in the NSIC Preseason Volleyball Poll. The Huskies are coming off a 2024 season where they finished 29-3 overall and 18-0 in NSIC play, and advanced to the NCAA Regional Final. SCSU received eight first place votes to tally 212 points.
The University of Jamestown, playing their first season at the NCAA Division II level, was picked to finish 11th. Senior setter Lily Bertsch was chosen as the Jimmies’ preseason player to watch.
Concordia-St. Paul was picked second with 208 points and four first place votes while Southwest Minnesota State was third with 202 points and the other four first place votes.
The 2025 NSIC Volleyball season will begin with non-conference matches on Thursday, September 4 while the NSIC schedule begins September 19. The NSIC regular season champion will be determined by the 20-match conference schedule. The 2025 NSIC Volleyball Tournament shall be an eight-team tournament with the quarterfinals hosted at the top four seeds on Tuesday, November 18 and the semifinals/championship matches hosted at the highest remaining seed. The semifinals/championship matches will take place on two consecutive days between Friday and Sunday, November 21-23 with the dates of competition determined by the host institution.
“We will be the least experienced team that I have coached in my 17 years at the University of Jamestown,” said head coach Jon Hegerle, who enters his 17th season. “However, this team has a lot of energy and the players genuinely care about each other. Returning only four players from last year’s roster, we will have a number of new faces on the court. I am excited to see how our team, players, and coaches respond to the gauntlet that is NSIC volleyball!”
“Lily will be in her third year as a starting setter,” continued Hegerle. “She has a tremendous work ethic and is a student of the game. Lily is always looking for what her team and teammates need. Lily is competitive and doesn’t shy away from any challenge. She is also humble and empathetic which makes her a great leader.”
Bertsch played in 25 matches last season, averaging 6.05 assists and 1.96 digs per set.
The Jimmies open the regular season in Nashville, Tenn., at the Ray Thrasher Classic, hosted by Trevecca Nazarene University September 5-6.
