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By Greg Uptain | Special to the Post-Dispatch

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, 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.

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.

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

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.”

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.

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.

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.

MILWAUKEE, Wis.  –  The WIAA Spring Tournament Series concluded with the crowning of girls soccer champions in four divisions with hot and gusty wind conditions at Southeast Sales Powersports Stadium at Uihlein Soccer Park Saturday.

Top-seeded Muskego (21-0-2) becomes just the third program to win four championships in a row following a 1-1 tie and a 3-0 advantage in a shootout over third-seeded Madison West (16-3-3) in the Division 1 final.

Following a scoreless first half, the Warriors scored an unassisted goal at the 44:56 point of the second half. Kiara Muech found the right side of the goal off a rebound from a shot at the top of the box. The Regents evened the score at 74:26 on an unassisted goal by Elsie Watson after controlling a loose ball in the box and lifting it over the goalkeeper.

Muskego had the only shot on goal in the two overtime periods, which was saved, requiring the shootout to determine the champion.

Savannah Mittelstaedt was the winning goalkeeper for the Warriors, allowing the one goal in regulation while making four saves. She also stopped the three attempts in the shootout. Adah Lambeck allowed one goal and made one save in the game for the Regents. Nola Maughan and Catherine Arnold each had a game-high two shots on goal for Madison West.

Madison West had an 8-7 edge in shots, including a 5-2 advantage in shots on goal. The Regents also had a 7-2 advantage in corner kicks.

Muskego wins the program’s fifth State championship overall in its 10 tournament appearances, and Madison West finished runner-up in its 13th experience at State.

Second-seeded Brookfield Central (14-5) edged top-seeded Pewaukee (13-9) 2-1 to claim the State title in Division 2.

Quality shots were hard to come by in a scoreless first half, but Dylan Romero of Brookfield Central broke through to break the tie at 46:30 in the second half with a shot into the left side of the goal off a nifty assist from Megan Rauch inside the box. The Pirates tied the game at 1-1 with a goal by Hannah Sorkness that crossed the box inside the left post following a pass from Peyton Stading. The Lancers regained the lead at 68:58 when Alexandra Rossi fired an unassisted shot from 12 yards out into the right side of the goal, which proved to be the game-winner.

Pewaukee had a slight advantage in shots at 13-11, but Brookfield Central had an 8-7 edge in shots on goal. The Pirates also had the advantage in corner kicks at 5-3. Charlotte Vaughan led all players with four shots for the Lancers. Rossi and Kara Delisle each had a pair of shots on goal. Annie Robinson made six saves in goal and allowed one score to be credited with the victory. Kylie Rameker and Addi Burkemper each attempted three shots to lead the Pirates in that category. Allison Dykstra made four saves in goal and allowed both goals.

Brookfield Central won its seventh State championship in its 15th tournament appearance. Pewaukee finished runner-up in its first State experience.

Catholic Memorial (20-2-1), the top seed in the bracket, defeated second-seeded Edgewood (15-4-2) in the Division 3 championship game, 4-2.

Edgewood led 1-0 following a goal by Lauryn Matenaer at 25:21 in the first half. Her shot from the left wing crossed over into the right side of the goal off an assist by Natalie Cavanaugh. Catholic Memorial tied the game before halftime at 34:29. Margaret Sisk knocked in a shot within the box on a deflection off the crossbar on a shot by Claire Weber, who was credited with the assist.

The second half began with a flurry of scoring, beginning with a goal by Weber just 26 seconds into the period off an assist from Sisk, and then Julia Rothermel scored Catholic Memorial’s third goal less than two minutes later at 42:07 on a header off a corner kick by Weber. Edgewood reduced its deficit to 3-2 at 44:23 on Matenaer’s second score of the game on a pass into the box by Sonoma Bever, which was directed into the goal. The same combination on CMH’s third goal struck again on a corner kick at 45:10 of the second half to account for the final score.

Catholic Memorial had a decided advantage in shots at 18-7, shots on goal at 9-5 and corner kicks, 8-0. Rothermel recorded a game-high five shots, and Weber had three shots on goal, scoring once and distributing two assists to lead CMH. Jenna Welsch was credited with the win in goal, yielding two goals and making three saves. Matenaer led Edgewood with two goals on three shots. Sonoma Bever also had three shots–two on goal–and an assist. Caroline Onderak started in goal for Edgewood and played the first 34:29 of the game, surrendering a goal and making five saves before leaving the game with an injury. Madeline Cavanaugh was issued the loss in goal, yielding three goals with no saves in 45:31 minutes played.

CMH won its membership-leading 11th State championship in the 17th appearance by the Crusaders. Edgewood, also nicknamed the Crusaders, finished runner-up in its eighth State experience.

In Division 4, top-seeded Xavier (20-3-1) captured the crown with a 2-0 win over third-seeded Ozaukee/Random Lake (13-7-4) in the tournament final.

The Hawks put the first goal on the board at 3:56 in the first half. Sydney Neilitz placed a grounder into the net at the right corner from straight away with an assist from Kate Jannette for a 1-0 Xavier lead.

Xavier added an insurance goal at the 54:48 in the second half. Helayna Krueger scored an unassisted goal from the left side of the box that caromed off the right post and into the goal for a 2-0 Hawks’ lead.

The Xavier defense stymied the Ozaukee/Random Lake offense by allowing just one shot attempt in the game and no shots on goal. The Hawks recorded an overwhelming advantage in shots at 12-1, including 9-0 lead in shots on goal. Neilitz and Kayla Standish each had a game-high four shots on goal for Xavier. Abigail Anderson was the winning goalkeeper without having to make a save. 

The Hawks attempted eight corner kicks, and Ozaukee/Random Lake was held without an attempt.

Rebecca Kraemer played the entire game in goal for Ozaukee/Random Lake, allowing two goals and making seven saves.

Xavier won the State championship for the fourth time– the first in Division 4–in the Hawks’ 12th appearance in the tournament. Random Lake/Ozaukee finished runner-up in its first appearance as a co-op program.