YouTube strategist Seb Losardo told BBC Sport that footballers are creating content for “control and connection”.
“This shift is about owning narrative, audience and career longevity. Fans get to see players in their real everyday lives; at home with family, in training, in the dressing room,” he said.
“This helps fans understand personality, context and journey, not just performance.”
Players “no longer have to reply on traditional media to shape how their story is told.”
“On YouTube, they control how they come across, how much context is given, and how they’re perceived.
“People engage with the human behind the athlete, rather than a media-managed version.”
But why now?
“Audience behaviour has shifted. Fans increasingly spend more time with creator-led content and there’s a clear appetite for deeper access and authenticity.
“Players are more aware of the opportunity than ever before. They understand that they can grow a bigger platform if they start now rather than waiting until retirement,” Losardo added.
Being a content creator helps players build “long-term media assets”.
“Football is a short career, but a strong YouTube presence can last decades.”
This article is the latest from BBC Sport’s Ask Me Anything team.
