Sabio's Bold Bet: Can Creator TV Sports Reshape Streaming Athletics?

TORONTO, ON – April 02, 2026 – In a strategic move to capitalize on two of the digital media world's most powerful trends, ad-tech firm Sabio Holdings (TSXV: SBIO, OTCQB: SABOF) today announced the launch of Creator TV Sports. The new studio label, operating under its Creator TV® network, aims to fuse the authentic engagement of social media influencers with the dedicated audiences of sports, creating a new category of entertainment built for streaming platforms.

The venture's inaugural project is the Creator Poker Championship (CPC), a high-stakes tournament produced in partnership with the prestigious World Poker Tour® that was filmed in late 2025 and is set to premiere this summer. This launch marks a significant expansion for Sabio, signaling a deliberate strategy to innovate within the increasingly crowded and fragmented sports media landscape.

A New Playbook for Sports Media

The core philosophy behind Creator TV Sports was articulated by Joe Ochoa, GM and Co-Founder of Creator Television. "Sports have the audience. Creators have the engagement," Ochoa stated. "We built Creator TV Sports because no one had put those two things together in a format built for streaming."

This initiative arrives as the creator economy experiences explosive growth. Market projections estimate its value will soar from over $200 billion in 2024 to more than $1.3 trillion by 2033. This boom is mirrored in advertising, with IAB projections showing U.S. creator economy ad spend reaching nearly $44 billion this year. Crucially, research indicates that audiences are twice as likely to trust an ad within creator content compared to traditional streaming ads, making these partnerships highly valuable for brands seeking authentic connections.

Simultaneously, the global sports streaming market is on a similar upward trajectory, expected to approach $100 billion by 2033. However, this growth has led to significant market fragmentation, leaving many fans frustrated by the need for multiple subscriptions to follow their favorite teams and events. Creator TV Sports enters this environment not as another traditional broadcaster but as a content producer aiming to build dedicated communities around specific events, distributed across free ad-supported streaming television (FAST) channels like Plex, Sling Freestream, and Xumo Play.

Betting on Niche Sports and Star Power

Rather than challenging broadcasting giants for the rights to major league sports, Creator TV Sports is initially focusing on competitions with passionate, built-in communities that are ripe for creator-led narratives. Following the Creator Poker Championship, Sabio plans to expand its 2026 slate with a 16-player, high-stakes creator pickleball tournament and a new racing series featuring emerging talent.

The choice of sports is strategic. Poker, pickleball, and niche racing formats lend themselves to personality-driven content where the stories of the competitors are as compelling as the action itself. The inaugural Creator Poker Championship served as a key proof-of-concept, bringing together a roster of digital celebrities with a combined reach of tens of millions of followers.

Participants included comedy star King Bach (Andrew Bachelor), fashion and beauty influencer Wengie, award-winning comedian Daphnique Springs, and TikTok sensation Soy, among others. By featuring established creators, Creator TV Sports leverages their built-in audiences, introducing legions of fans to new competitive formats while providing a fresh platform for the creators themselves. The poker tournament, which was produced for charity, adds a layer of purpose-driven storytelling that resonates strongly with modern audiences.

The Ad-Tech Engine Driving Monetization

Beneath the surface of this new content venture lies Sabio's core identity as a sophisticated advertising technology company. The launch of Creator TV Sports is not merely a content play; it is a vertically integrated strategy designed to create and monetize new advertising inventory. Sabio's end-to-end technology stack is central to this model.

The company utilizes its proprietary ad-serving platform and its App Science® analytics tool, which provides behavioral audience data without relying on cookies. This allows Sabio to offer brands granular insights into viewership and engagement across its connected TV distribution network. By designing its sports programming as "recurring franchise formats," the company provides advertisers with consistent, year-round opportunities for brand integration, in-show sponsorships, and creator partnerships that go far beyond traditional 30-second spots.

This model directly addresses the growing demand from brands to invest in the creator economy in a scalable and measurable way. For a company like Sabio, which reported a 38% increase in revenue to $49.6 million in 2024 but remains unprofitable, creating a new, wholly-owned content and advertising ecosystem represents a significant opportunity to drive future growth and establish a unique market position.

Navigating a Shifting Media Landscape

The launch of Creator TV Sports is a calculated risk in a dynamic market. While Sabio's stock has faced downward pressure over the past year, this ambitious push into original content could be the catalyst it needs to redefine its value proposition to investors and advertisers. By owning the entire pipeline—from content creation and creator partnerships to distribution and ad-tech-powered monetization—Sabio is building a defensible moat in a competitive industry.

This strategy allows the company to bypass some of the traditional hurdles of media rights acquisition while tapping directly into the cultural zeitgeist of the creator economy. The success of the venture will depend on its ability to produce compelling, repeatable formats that keep both creator fanbases and general sports enthusiasts coming back. As the episodes of the Creator Poker Championship prepare to air this summer, the media and advertising industries will be watching closely to see if this hybrid model of entertainment can truly change the game.