Sign in with Google 2026 is gearing up to be a definitive year for sports. Between championships across football, winter sports, and soccer, the global appetite for sports content is reaching a fever pitch. But for fans, the experience is no longer confined to the “live” window.
The sports ecosystem has become an always-on conversation where viewership begins weeks before kickoff through team breakdowns, behind-the-scenes vlogs, and deep-dive podcasts. And as the home for every sport, YouTube is reshaping sports culture by being the go-to platform for fans. With more than 40 billion hours of sports content consumed annually on YouTube1 and over 8.5 billion views of sports-related podcasts on YouTube in 2025,2 it’s clear that the platform isn’t just following the game — it’s become the digital stadium where culture is formed.
Creators have become the primary voices of the sports conversation, creating the content fans want across global cultural moments. In fact, 60% of people would rather watch creators breaking down a major event rather than the event itself.3
For brands, this means that the most effective way to be part of the moment is to align your brand to the creators and content that fans love. To see how this works in practice, we looked at how two major brands — The Home Depot and Gillette Venus — are playing a more active role in sports culture by becoming part of the narrative through creators.
The Home Depot: Beyond the 50-yard line
To tap into sports moments on YouTube, The Home Depot is partnering with retired NFL icon and current creator-podcaster Jason Kelce in his new series, “Going for Gold.” In the series, Kelce moves from New Heights, his studio podcast that offers a raw, inside look at the NFL, and dives headfirst into the world of elite sports. The first stop? A run with the Team USA Bobsled crew.
Jason Kelce suits up to try his hand at bobsledding, testing if elite field skills can translate to the high-stakes physics of the ice track. Video brought to you by The Home Depot — How Doers Get More Done.
Kelce is just getting started. In the next episode premiering in June, he’ll dust off his cleats and step onto the soccer pitch alongside elite players from around the world. As the exclusive sponsor, The Home Depot will be woven into Kelce’s journey, supporting his hands-on exploration of the game, the culture that surrounds it, and the passionate fan bases that bring it to life. Across the episode and surrounding content, The Home Depot will own the moment by creating a fully immersive brand experience that builds lasting connections with fans.
“Jason embodies the doer mentality we celebrate at The Home Depot — someone who’s always eager to jump in and try something new,” said Allison Kolber, VP of integrated marketing at The Home Depot. “Whether he’s stepping into a bobsled or onto a soccer pitch, this collaboration with Jason on YouTube lets us connect with fans through participation, not just promotion. As global soccer takes center stage in North America, partnering with Jason allows us to authentically engage passionate fans and celebrate the cultures and communities that make these moments bigger than the game.”
Gillette Venus: Building a figure skating moment that lasts
On YouTube, viewers can engage with major sporting moments deeply, by watching and rewatching content that they’re interested in. For example, since the beginning of February, we’ve seen over a 1,000% increase in watch time for figure skating content,4 driven by fans seeking out more content of their favorite figure skaters and routines.
Gillette Venus, the official partner of U.S. Figure Skating, leveraged the winter sports moment to sponsor Michelle Khare’s Shorts series, “Michelle Versus.” In this episode, Michelle goes head-to-head with former figure skating champion Adam Rippon, who is forced to “level the ice” by competing in a ridiculous pizza costume.
Michelle goes head-to-head with figure skater Adam Rippon. Adam must compete in a pizza costume to level the ice.
“By integrating Venus directly into ‘Michelle Versus’ during a major moment for figure skating, we were able to show up in a way that felt like a natural part of the fan experience,” said Isabel Pimentel, brand VP, Gillette Venus Global & North America female grooming. “It’s not just about reach; it’s about strong brand alignment and being present within the content that fans are actively searching and watching.”
Partnering with Khare allowed Venus to replicate the high-stakes energy of traditional sports media, with a modern twist. As the presenting sponsor, Venus completely surrounds the moment, integrating directly into Khare’s content and securing 100% share of voice through a Takeover on her channel. Unlike a fleeting TV spot, this story lives on — a rewatchable journey where the brand remains at the forefront long after the final competition.
Your brand’s roadmap to the summer of sports
As fans migrate from the broadcast to the breakdown, the brands that win will be those that shift from being a spectator of the game to a participant in the fan’s journey.
Here are three ways to build your own roadmap for the upcoming summer of sports:
- Own the moment with Takeovers by partnering with influential creators on content that brings fans closer to the game — like Jesser and his all star-studded basketball challenges, and Deestroying and his fan-favorite one-on-one football competitions.
- Align with sports year-round, and capture the heat of the upcoming summer season via YouTube Select Lineups, which include content from the top 1% of creators and partners like the NFL, NBA, and MLB, as well as programming on YouTube TV.
- Discover the best creators for your brand with the creator partnerships hub, and boost your partnership content with YouTube’s AI-powered solutions like Video reach campaigns and Video views campaigns.
The stage for 2026 is set. The question is: Will your brand be a spectator, or part of the starting lineup?
