UP262 Esport Economics: The Creator Marketplace

This is episode 4 of our series looking at the business of esports, in collaboration with Nielsen Sport, the world’s leading source of sports measurement and analytics.Today’s conversation moves the focus to the subject of influencer marketing: what is it, who is being influenced, how much brand marketing money is being spent, what evidence is there of its impact and what is the effect on the sport sponsorship market more generally of the rise of esport creators?Our guests are Seb Carmichael Brown and Salvatore De Angelis.Seb co-founded Hashtag Utd with his brother, the Youtube personality Spencer FC,  and is a content creator in his own right; his ‘Seb on Golf’ YouTube channel has over 130,000 subscribers.Salvatore is Head of Digital, International at Nielsen Sports & Entertainment, based in Milan.To keep in touch with the rest of the series, make sure you subscribe to Unofficial Partner via Apple Podcasts, Spotify, Google Podcasts or via your favourite podcast app. If you like the podcasts you’ll love the Unofficial Partner newsletter, that goes direct to the inbox of thousands of senior executives across the global sports business every Thursday. To join them, sign up via unofficialpartner.com where you'll also find details of the first Unofficial Partner Live event, at The Emirates Stadium, home of Arsenal Football Club. You can buy tickets to that here. Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.