In the ESB Netzwerk Inside article, Jonas Onstein, founder of zwoelfstein, shares his perspective on creator marketing in sport. Together with experts from across the sports business, he analyses why reach alone doesn't decide the outcome. It's about authenticity, exclusive access and long-term fan loyalty.
Those who can deliver exclusive insight stay relevant
"The biggest challenge is mistaking reach for relevance. Many brands are dazzled by high follower counts without checking whether a creator is actually credible within that specific sporting environment."
In the article, Jonas Onstein emphasises that creators in sport are increasingly becoming media brands in their own right — with communities that are sometimes larger and more engaged than the reach of classic media outlets.
"The decisive currency won't be reach, but access. Whoever can deliver exclusive insight that nobody else gets will remain relevant going forward."
Context matters most, says Onstein: How promotional was the content? How many people were reached relative to the size of the community? Metrics like watch time, engagement rate, share rate or the share of new audiences often say more about a post's true relevance than raw reach figures alone.
The full article brings together voices from CAA, tri:ceps, LOBECO, Deutsche Sport Marketing, FAIRPLAID, HINTE and other leading minds in the sports business.
Read the complete article with all expert voices on ESB-online:
Read the ESB Article →