The Attention Shift How Creators Are Changing Sports, PSG's Global Run Club & BCG Go Big on Fan Data!
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Feb 18, 2026 A fast look at how creators are reshaping major sports moments and whether that strategy is getting lazy. A dive into clubs using fan data as a new revenue engine and the risks of a two-tier data gap. PSG’s global run club and what daily fan touchpoints might mean for international growth. New ad and video moves from platforms and agencies racing to package creator-sports products.
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Diversify Creator Line-Ups
- Avoid using the same creators repeatedly to prevent audience fatigue and credibility loss.
- Jo Redfern and Ed Abis advise diversifying creator line-ups and being more creative in selection.
Fan Data Is The Next Growth Engine
- BCG highlights fan data as the major growth opportunity beyond media rights.
- Ed Abis notes top teams know far more about fans while smaller clubs often know as little as 1%.
Build Interconnected Fan Profiles
- Do build multi-touch data profiles and use them to design offers fans actually value, based on a genuine value exchange.
- Ed Abis warns this requires interconnected systems most organisations don't yet have.