Key Takeaways:
– Fan edits have gone mainstream: once a niche internet format, they’re now a powerful driver of engagement and cultural relevance in sports
– Rights holders are adapting by investing in creator ecosystems: from DAZN’s Global Football Creator Program to the NFL’s Adobe partnership, a big part of the game-plan is co-creation
– To stay relevant, content must reflect fan behavior: fast, expressive, and platform-native formats are no longer optional
Every first-time event needs to drive awareness. The 2025 FIFA Club World Cup is no different. After signing a landmark deal with FIFA to broadcast the inaugural edition, with all matches available to watch without a subscription, streaming giant DAZN began looking for partnerships with media and entertainment companies that could enhance the tournament's visibility.
Sublicensing deals were secured in multiple markets. In addition, DAZN partnered with Goalhanger, Gary Lineker’s production company, to bring an enhanced version of his popular podcast – featuring match footage from the tournament – to its platform. And in an effort to reach younger audiences, DAZN and TikTok teamed up to create a curated FIFA Club World Cup content hub, optimized for a mobile-first experience.
The partnership with TikTok came close on the heels of the announcement that DAZN is launching a Global Football Creator Program. Designed to boost fan engagement ahead of the FIFA Club World Cup, the program approached more than 100 digital creators worldwide, with a combined reach of over 32 million followers, to produce exclusive content across social and DAZN’s platform.
The Rise of Fan Edits: From Anime Culture to Sports Fandom
The inspiration for the creator program came from a global fan behavior study conducted by DAZN in partnership with consumer insights platform GWI. Drawing on a survey of over 9,000 fans across the US, UK, Germany, France, Spain, and Italy, the study revealed that 93% of fans planned to engage with the FIFA Club World Cup beyond the live broadcast. According to the report, their preferred types of content are:
– Match highlights (41%)– Player interviews (30%)– Fan-generated content (29%)
One type of fan-generated content that's growing in popularity is fan edits. Typically set to music, fan edits are short videos that weave together various clips, scenes, and images to create certain moods and narratives. With roots in anime and K-pop fandom, it's not surprising that fan edits have taken off on TikTok and other social media platforms, becoming a staple of internet fandom.
They've also become an essential part of being a sports fan. “It builds the legend of players,” said Tom Weingarten, Chief Growth Officer at youth-focused media brand Overtime. “When I think about this next age of big-time athletes – LaMelo Ball, Anthony Edwards, Ja Morant… Those are the players that you’re seeing these edits be based around.”
The Creator Pipeline: Democratizing Sports Content
Overtime, which has over 100 million followers across social media, follows young creators to ensure their sports keep up with the cultural conversation. Other organizations have taken it a step further. Some of the Boston Celtics' most viral content lately, for example, was created by video editor Gage Duchon, a 21-year-old who began playing around with video editing software and making NBA fan edits on his own before being hired by the team.
Recognizing the importance of sports edits to fan engagement, the NFL recently announced an expanded global partnership with Adobe. As part of the partnership, the NFL's live content correspondents (LCCs) – responsible for capturing content shared across brand channels, including creator content – will use Adobe's products for all content creation, editing, and scaling, and fans will be able to access NFL-themed templates in Adobe Express.
“Today’s fans, especially the next generation, want to engage on their terms, in ways that are deeply personal, expressive, and uniquely their own,” said Tim Ellis, the NFL's Chief Marketing Officer. “Through our expanded partnership with Adobe, we’re unlocking new levels of creativity, connection, and customization that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys.”
Meeting Fans in the Creator Economy
As the line between fan and creator continues to blur, rights holders need to rethink how they engage their audiences. Today's fans aren’t just watching; they’re remixing, narrating, and building culture around the game. Getting them to engage means creating content that reflects how they experience sports – not as a bonus, but as a baseline for staying relevant in a creator-driven ecosystem.
This is where AI-powered content creation technology is vital. It allows organizations to respond to moments in real time, surface multiple storylines from a single event, and produce diverse content formats that speak the language of modern fandom. Because in today’s game, it’s not just about who wins the cup: it’s about who owns the conversation around it.
Actionable Insights
– Build a Creator Pipeline: Identify and engage rising fan creators who already produce relevant content. Offer them tools, access, or templates to create with purpose
– Design for Remix-ability: Structure highlight reels and assets with flexible formats and quick turnaround to fuel real-time fan edits and cross-platform shareability
– Integrate Creator Tech: Partner with platforms or adopt tools that enable scalable, branded content creation — by both teams and fans
