USA Fencing is using creator deals and cross-promotional pushes to increase the sport’s mainstream visibility ahead of the Olympic Tickets. By involving non-fencing players, stunt leaders, and social media stars in high-profile events, the governing group plans to attract Gen Z followers, drive digital views, and grow its audience through non-traditional media outlets.
LA 28 Tickets: Gen Z Discovers New Sports Through Creator Influence and Algorithms
If the World Cup showed anything, creators are a key marketing pillar of sports leagues and big sporting events, bringing new fans to sports through their side broadcasts or paid deals. USA Fencing recognizes that power and is trying to make fencing the top sport of the summer two years before the Los Angeles Olympics 2028. The data doesn’t lie.
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Olympic Tickets: USA Fencing relies on content creators to bring in fresh audiences before the LA 2028
A recent study from Acceleration Community of Companies, an independent group of media, marketing, and PR agencies, revealed that 49% of Gen Z sports fans became interested in a new sport or player through fan-made content. Though the past two Olympics have heavily featured creators, this will be the first event on American soil since they were allowed into the villages, on the sidelines, and in coverage.
Summer Olympic sports like soccer and basketball have huge, built-in audiences. Thanks in large part to the massive professional leagues that exist around the world. But more niche sports, and the Olympians who play in them, have to use many tactics to get attention and sponsor dollars, and their biggest tool is creators. For older generations, the game was the front door to fandom.
Summer Games Tickets: USA Fencing Scales Creator Partnerships Before Los Angeles Olympics
For Gen Z, creators, culture, and algorithms have become the side entrance, said Monica Chun, head of ACC. Creators shouldn’t just be seen as media partners to boost what’s happening at the Olympics. They’re often the main reason someone finds an athlete or even a sport for the first time. Phil Andrews, chief executive officer of USA Fencing, knows this very well.
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Olympic Tickets: To build its fanbase ahead of LA 2028, USA Fencing turns to creators and influencers
That’s why he’s scaling up creator work more than two years before the big games, including taking fencers like fencing’s wedded Olympians, Lee Kiefer and Gerek Meinhardt. They have more than 100,000 fans combined on Instagram and 1.2 million likes on TikTok, creators, and other players to the Winter Olympics in Milano Cortina earlier this year.
We were the only summer sport to send athletes; one of our Olympians fought Hernandez, who is now viewed as a creator in most ways with over a million followers, Andrews said. Kaila McWilliams is CMO at boutique talent firm Smith + Saint, which manages Kiefer and Meinhardt. She told Digiday that the more eyeballs on niche Olympic sports.
Summer Olympic Tickets: Olympic Fencers Build Second Income Streams Through Creator Culture
The more Olympians can grow their online presence as creators, building a second source of income outside of sport-related deals. She’s seen directly how USA Fencing’s awareness move helped her fencing creators. Smartly, Olympic governing bodies rely on creator-athletes outside of their sport to help gain attention in a type of cross-promotional content push, like Hernandez fencing Lee.
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Olympic Tickets: Content creators are essential for USA Fencing to expand its audience in the lead-up to the 2028
We’re already starting to see sports using athletes. Who maybe aren’t competing in those specific Olympic games to be real ground-level content creators. Because they’re really the only people that understand how to share a story through the view of an Olympian, Williams said. That was a big win for the Winter Olympics. It worked for USA Fencing.
Since it launched its creator program in December 2025, average monthly views are up 36.9%, reaching 4.75 million a month. I think we’ve likely done more than anyone, Andrews told Digiday of USA Fencing’s creator effort. All of our national governing groups are fairly small non-profits. Our biggest portion of our funds needs to go toward athlete help and getting our teams ready to go and compete.
Los Angeles Olympic Tickets: Creator Program Boosts USA Fencing Views by Nearly 37 Percent
Normally, the likes of fencing, weightlifting, and even gymnastics are not going to have massive paid promo budgets. Andrews’ resourceful USA Fencing marketing group started actively reaching out to creators during its last main competitive season, which ran from October 2025 to July 2026. The goal is simple: introduce new people to fencing, build the fanbase, and the sport by putting more swords in more hands. Click to read more about Olympic Tickets.
Olympic Tickets: USA Fencing taps into creators’ reach to cultivate new spectators for the LA 2028 Games
They’re booking a range of creators, some with under 100,000 followers. Some who might first look like a stretch, like Star Wars stunt leader Nick Gillard. USA Fencing will be at this year’s New York Comic Con, hosting a saber and lightsaber workshop with Gillard. Alongside two actors who have played Jedi Knights, in the hope that they can attract new fencing fans through Star Wars creators.
Olympic Opening Ceremony Tickets: USA Fencing Creator Showdown Targets 100 million Social Media Views
USA Fencing’s main creator push will happen right before NYCC. Next month, the USA Fencing Creator Showdown will take place in New York City’s Pier 17. Olympians battling against creators known for fitness, dance, and comedy who together have over 300 million fans across Instagram, YouTube, and TikTok. Our starting goal was 60 million impressions; we’re now confident of going over 100 million, Andrews said.
USA Fencing is borrowing an idea out of British Cycling’s playbook; earlier this year. It held the Lloyds BMX Creator Showdown, matching professional riders with creators in direct showdowns. It’s the biggest collection of followers ever gathered for such a competition outside of soccer, and honestly. If you remove IShowSpeed from the Creator Cup, it’s remarkably close, Andrews said, mentioning YouTube’s FIFA Creator Cup that happened this summer.
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Q: How is USA Fencing drawing fresh fans toward the LA 2028 Games?
USA Fencing is employing creator deals, cross-promotional pushes, and influencer events to involve younger viewers ahead of the LA 2028 Games.
Q: What share of Gen Z sports fans finds new sports through creators?
Based on Acceleration Community of Companies, 49% of Gen Z fans become keen on sports through fan-made content.
Q: Which Olympians took part in USA Fencing’s Winter Olympics campaign?
Wedded Olympians Lee Kiefer and Gerek Meinhardt entered the push alongside influencer and former gymnast Laurie Hernandez.
Q: What effect has the creator program exerted on USA Fencing’s visibility?
USA Fencing noted average monthly impressions climb by 36.9%, hitting 4.75 million monthly views since starting the program.
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