{"id":10515,"date":"2026-02-04T15:01:50","date_gmt":"2026-02-04T20:01:50","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/04\/from-creator-to-commerce-how-bucketsquad-is-building-the-next-sports-media-powerhouse\/"},"modified":"2026-02-04T15:01:50","modified_gmt":"2026-02-04T20:01:50","slug":"from-creator-to-commerce-how-bucketsquad-is-building-the-next-sports-media-powerhouse","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/from-creator-to-commerce-how-bucketsquad-is-building-the-next-sports-media-powerhouse\/10515\/","title":{"rendered":"From Creator to Commerce: How Bucketsquad Is Building the Next Sports Media Powerhouse"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Creators aren\u2019t just creators anymore\u2014they\u2019re media companies, commerce engines, and community builders.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Recorded live at Advertising Week New York 2025, this episode of AW360 Live features Zach Miller, President of Bucketsquad, the creator-led sports entertainment brand built around YouTube megastar Jesser.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Zach breaks down how Bucketsquad has evolved from viral basketball content into a diversified business spanning YouTube, apparel, live events, brand partnerships, and retail\u2014without losing its creative soul. The conversation explores how audience data shapes content decisions, why some categories are worth owning (and others aren\u2019t), and how creators and athletes are increasingly blurring the lines between talent, brand, and enterprise.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From launching apparel into Dick\u2019s Sporting Goods, to collaborating with global brands, to rethinking what \u201ccommunity\u201d really means in the creator economy, this episode is a must-listen for marketers, brands, and anyone curious about where sports media is headed next.<\/p>\n\n\n\n\n\n\n\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"127\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127.jpg\" alt=\"\" class=\"wp-image-9322\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127-300x37.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127-768x95.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n<iframe src=\"https:\/\/art19.com\/shows\/b51bbc8f-e283-4893-b6df-e6a191d4a0fe\/episodes\/99f45b6d-bae7-42f6-a360-09e21331f7d3\/embed\" style=\"width: 100%; height: 200px; border: 0 none;\" scrolling=\"no\" sandbox=\"allow-scripts allow-popups allow-popups-to-escape-sandbox\"><\/iframe>\n\n\n\n\n\n\n\n\n\n\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/aw360-live\/id1843969378\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/1kt7xYMnLpLcaVT3d98IX5\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n<\/div>\n<hr class=\"wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>This episode of AW360 Live features Zach Miller, President of Bucketsquad, the creator-led sports entertainment brand built around YouTube megastar Jesser.<\/p>\n","protected":false},"author":7,"featured_media":10516,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[36,23],"class_list":["post-10515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-aw360-live","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>From Creator to Commerce: How Bucketsquad Is Building the Next Sports Media Powerhouse | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/from-creator-to-commerce-how-bucketsquad-is-building-the-next-sports-media-powerhouse\/10515\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Creator to Commerce: How Bucketsquad Is Building the Next Sports Media Powerhouse\" \/>\n<meta property=\"og:description\" content=\"This episode of AW360 Live features Zach Miller, President of Bucketsquad, the creator-led sports entertainment brand built around YouTube megastar Jesser.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/from-creator-to-commerce-how-bucketsquad-is-building-the-next-sports-media-powerhouse\/10515\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-04T20:01:50+00:00\" \/>\n<meta property=\"og:image\" 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