From Press Box to TikTok: How Fans Are Redefining Sports Journalism

Over the past few years in sports journalism, we’ve seen a shift. It’s no longer just “professional” journalists covering sporting events and sharing updates; now, fans themselves are stepping into that role. This shows up in many ways beyond traditional reporting. On platforms like TikTok, Instagram Reels, and podcasts, fans are creating highlight reels, memes, and their own versions of sports coverage in creative, engaging ways. In many ways, fan-driven sports media has become the new norm.

These fan creators aren’t just sharing content, they’re actively building and strengthening the sports community. Take content creator and CBS Sports betting analyst Mackenzie Brooks as an example. She has over 55K followers on TikTok and uses her platform to make sports more approachable, especially for beginners. From explaining how fantasy football works to highlighting which players are hot that week, to breaking down sports betting and the NBA playoffs, her content informs while also bringing new audiences, particularly women, into the conversation.

We’re also seeing athletes step into the media space themselves. A great example is the Kelce brothers and their podcast, New Heights. Every week, they not only recap sports headlines but also feature other athletes and coaches, offering unique perspectives. This kind of content blurs the line between journalist, athlete, and fan, showing how broad the definition of sports media has become.

Of course, there are challenges, such as false information spreading quickly. That makes it even more important for these creators to ensure what they’re sharing is credible and accurate.

Personally, I follow a mix of sports content creators on Instagram and TikTok, but I also keep traditional outlets in my feed. For example, I usually hear breaking news first from Adam Schefter through my ESPN notifications. But when I want deeper insights or different perspectives, I turn to TikTok, where creators break down the story in full. After that, I love scrolling through fan takes and hearing their opinions on the current events.

At the end of the day, I don’t think there needs to be one strict definition of who a “sports journalist” is, whether you’re employed by a major outlet or just a passionate fan sharing content. If you’re researching what’s happening and putting that information out into the world, that counts as sports journalism.

Overall, we’ve moved away from journalists simply “talking at” fans. Instead, sports coverage today feels more like dialogic communication, a two-way exchange where fans are part of shaping the narrative. This shift has created a stronger, more engaged sports community, reminding us that storytelling in sports isn’t just about reporting, but it’s also about inviting audiences to connect, respond, and participate.