Creators, Athletes & the New Era of Sports Discovery

Social media has reshaped the sports world as profoundly as any other industry over the past decade. Leading this shift in recent years is TikTok and its short-form content. At GMPLN, Kat Marquez, TikTok’s lead for North American sports leagues, spoke about how the platform has become a new gateway for discovering and engaging with sports. Later on stage, she was joined by content creator Mariah Rose, who shared valuable insights into the role of creators like herself and her own journey to becoming an influencer. These are their best GMPLN quotes.

With over 1 billion users worldwide, TikTok has evolved into more than just an entertainment platform. For Marquez, it represents an entry point into the world of sports, where discovery happens at an unprecedented scale. Fans scrolling through short videos can find themselves drawn to competitions they might never have encountered otherwise. The statistic highlights a broader trend: digital platforms are reshaping how audiences connect with sport, creating moments of engagement that extend far beyond traditional broadcasting. TikTok, in this sense, is not just a social app but a gateway for introducing new fans to the excitement of sporting events. Its influence continues to grow as creators explore new ways to capture attention and spark interest.

Marquez highlights a major shift in how athletes engage with fans and shape their public identity. Beyond interviews or formal appearances, they are sharing daily routines, get ready with me moments, and candid reflections on competitions. A prime example is Ilona Maher, the US Rugby player who gained fame on TikTok during the Paris Olympics by giving fans a behind-the-scenes look at life as an Olympian. For athletes in emerging or smaller sports, this approach is especially powerful. By creating their own content, they can build a distinct personal brand, reach new audiences, and cultivate support that extends far beyond traditional media channels.

The platform is transforming the way audiences connect with their favorite competitions. At the center of this change are creators, who are making sports more accessible for both casual viewers and avid fans alike. Marquez points to Mariah Rose as a perfect example. Once a college basketball player, she has transitioned into a full-time influencer with a focus on sports content, showing how athletes and personalities can bridge the gap between the game and the audience. She offers analysis with humor and cultural relevance, presenting sports in a way that is focused on a female audience.

Female audiences are highly engaged, enthusiastic, and eager to discover new experiences. Rose highlighted that women love to engage, buy and connect with the content they care about. For sports leagues and clubs looking to collaborate with creators, this audience represents a huge opportunity. Women’s sport is on the rise, and platforms like TikTok are helping to amplify visibility, reach, and fan engagement. Working with creators who understand how to connect with women can build stronger relationships, drive genuine interest, and foster loyalty. The message is clear: women are a driving force in shaping the future of sports.