54 is joining forces with Creator Sports Network (CSN) to help drive commercial value for rights holders and brands seeking to tap into the ways younger audiences across the world are consuming live sports content.
The changing patterns of live sports viewing, with younger demographics forgoing traditional linear channels in favour of watching content on their preferred social platforms, has led 54 to become a strategic investor in CSN and its network of premier content creators, many of whom have sizeable digital followings, in a new model for live sports distribution.
CSN has previously worked with English Premier League clubs Liverpool and Tottenham Hotspur, and MMA’s One Championship. The recent partnership with One Championship garnered over one million total views, 55,000 concurrent viewers, and more than 26 million impressions on Twitch. CSN also recently signed an agreement with BIG3 basketball to become a global distribution partner for the 2024 season. Week 1 of the BIG3 season saw CSN’s unique viewership outpace Week 1 in 2023 on CBS, while more than 80% of those tuned in to CSN creator channels were in the coveted under-35 demographic.
Over the past year, CSN has engaged new and younger audiences at scale, by providing a toolkit for creators to develop their own streaming broadcast network and engineering a dynamic ecosystem that benefits rights holders, creators, and fans alike. The investment from 54 underscores its commitment to driving innovation in the sports industry by capitalising on CSN’s mission to harness the power of live sports through the credibility of creators.
Jed Moore, Group CEO of 54, said: “The consumption and content distribution landscapes continue to evolve at a rapid pace. We see many new opportunities emerging and, in CSN, have found a common outlook in how to optimize access for fans through trusted and valuable sources. The team at CSN have a proven track record and have quickly impressed in how their approach will differentiate impact for partners and create new value.”
In addition to its investment, 54 will actively support CSN’s evolution by providing commercial, marketing, and advisory expertise to drive results for the start-up platform.
54 recently rebranded from Performance54 with the mission to push the edge in unlocking new value for rightsholders, franchises, brands, federations, and fans across three service areas – Strategic Advisory, Asset Optimization, and Activation and Engagement.
CSN co-founder Barrick Prince said: “The partnership with 54 is a significant moment for CSN. By merging live sports with the reach of creators, we are meeting the next-generation of fans where they are already engaged—on social and streaming platforms—with a unique and innovative approach to live sports broadcasting. We are deeply grateful for 54's support, which will enable us to accelerate our growth and continue to redefine how fans across the world experience live sports.”
CSN is led by a team of seasoned media and entertainment professionals with deep expertise in social and streaming platforms, live sports, and the creator economy. The founding team includes Barrick Prince, who previously worked at Twitch, Fox, and WME, and Glenn Garland, a serial entrepreneur and former CEO of leading advertising firms. Recently, CSN achieved first place in the SPORTEL Buenos Aires Startup Pitch competition, earning unanimous acclaim from the distinguished judging panel.
For more details about Creator Sports Network, click here.