Our partnership with UK Sport brings unparalleled access to elite events across the country, with our reach into local communities ensuring that the opportunities reach those who stand to benefit the most.
The Content Creator School project has been designed to give young people hands‑on creative experience at major sporting events. This latest event followed a successful pilot at the World Boxing Championships in Liverpool in September.
Getting started
For the figure skating opportunity, StreetGames partnered with Sheffield-based Community Partner Reach Up Youth to identify a group of young people with an interest in social media, digital storytelling, or creative careers.
The three‑day experience began on Friday with an all‑access tour of the city’s Utilita Arena, including backstage insight into media zones and press areas. The group then took part in specialist training from Stu and Karl at Lucky Socks Media, exploring what makes compelling short‑form content for modern platforms.
Throughout Friday afternoon, the young people headed behind the scenes to capture content, including photos and videos of the arena atmosphere and interviews with competitors fresh off the ice.
Creative problem-solving in action
Saturday brought unexpected challenges: last‑minute changes to accreditation meant that behind‑the‑scenes access was no longer possible. Instead of letting this derail the experience, the young people, supported by Karl, quickly adapted – shifting focus to the fan experience, capturing reactions from the stands, the atmosphere in the concourse, and the electric energy of the crowd.
Karl from Lucky Socks commented:
“Everyone really impressed me. It was tricky with access and accreditation changing. The next day, I half expected some not to turn up… It was completely the opposite. They just wanted the best out of the situation. We told them the other day about resilience, and we had to put that into practice.”
He also picked out a moment that perfectly captured the group’s developing confidence:
“Aisha and Gabriel were both slightly quiet… then Aisha saw one of the skaters who’d performed earlier. It was really crowded, she recognised him instantly, and they both ran off and grabbed him for an interview. The smiles on their faces said everything.”
The final touches
Sunday was dedicated to editing, refining, and producing their final short‑form videos, before taking the opportunity to enjoy the finale of the event, the Exhibition Gala.
Karl believes the content the group produced should serve as a benchmark:
“The stuff the young people have made in there should be best practice… You’ll reach skating fans, but you’ll also get the young people’s communities – you’ll branch out more.”
Read what the young content creators had to say about the experience in our case study