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SPORT

Sports

Social media is rapidly transforming sports content, with fans increasingly devouring user-generated entertainment alongside media featuring the pros.

Even powerhouse ESPN has gotten into the user-gen game, running a regular feature on SportsCenter dubbed Fantake. The program asks Instagram users to submit smartphone videos and then selects one to air.

Adweek commissioned a study by social analytics company Simply Measured to identify which sports creators are top scorers with users. Turns out, a cornucopia of teams, consumer brands, social media mavens and tech startups generate the biggest social reach—and marketers are taking note.

"Brands are focusing a lot more on partnering with this new mix of sports influencer networks and publishers that have massive audiences," said Kevin Shively, senior content marketing manager at Simply Measured.