Joe Ochoa of Creator TV to Discuss Sports Fandom at Marketecture Live

The breakout session, titled "Sports Influence Looks Different Now: Where Creators and Fandom Meet," examines the migration of viewers between live broadcasts, streaming platforms, and independent creator content. Ochoa will be joined by Michelle Niblock, McDonald’s Global Media Lead, and moderator Caleb Pearson, an advisor to Sabio Holdings with deep experience at companies like Grubhub and Citi.

For brands, the challenge lies in capturing audiences that no longer rely solely on legacy media for their sports fix. Ochoa argues that placing creators at the heart of live events fosters deeper community engagement that persists long after the final whistle. This strategy has proven effective for Creator TV, which reported 305,000 unique viewers in August 2026, a 4.8x increase since the start of the year. Data from Sabio’s App Science division indicates that these viewers are 2.5 times more likely to stream sports content than the average user, validating the network's focus on the intersection of the creator economy and live sports.