Panel to be Moderated by Sabio Advisor Caleb Pearson, Featuring McDonald’s Global Media Lead Michelle Niblock
LOS ANGELES, Sept. 22, 2026 /PRNewswire/ — Creator TV®, the first creator-led streaming network and content studio owned by Sabio Holdings (TSXV: SBIO) (OTCQB: SABOF), today announced that Co-Founder and General Manager Joe Ochoa will join a panel at Marketecture Live on September 23 in Chicago to discuss how sports fandom is changing, the evolving roles of creators, and what it means for the brands trying to reach these audiences.
The session, “Sports Influence Looks Different Now: Where Creators and Fandom Meet,” is scheduled as a breakout at 1:45 p.m. CT. The panel will be moderated by Caleb Pearson,Advisor to Sabio Holdings with over 20 years of marketing and media leadership experience, including his time as Vice President at McDonald’s, where he led Media, CRM, Loyalty, Digital, and Customer Experience. His prior leadership roles include Grubhub and Citi. Michelle Niblock, McDonald’s Global Media Lead and US Digital Lead at Publicis Groupe, will also be joining the panel.
Sports fandom has fundamentally changed. Creators, athletes, social media and the data behind it all have made it personal, year-round and always on, driving growth well beyond the broadcast alone. The session will explore how brands are adapting their media strategies as audiences move fluidly between live broadcasts, streaming platforms and creator content, and why the biggest opportunities often exist beyond traditional sports media.
“We’ve seen firsthand what happens when you put creators at the center of a live sports moment,” said Joe Ochoa, Co-Founder and General Manager at Creator TV®. “People don’t just watch, they show up and stay engaged long after the event ends. This is what real community building looks like, and it’s something brands should be paying attention to.”
Ochoa’s appearance follows a string of live moments for Creator TV Sports™, including the debut of the Creator Pickleball Tour at VidCon Anaheim earlier this year, as the company continues to build out its live, creator-driven sports programming.
This panel comes as Creator TV continues to experience rapid growth. The platform’s audience is up 4.8x year to date, from January through August 2026, and hit 305,000 unique viewers in August, marking a new record high. Average monthly audience is also up 138% in 2026 compared to 2025. According to an audience analysis from Sabio’s App Science®, Creator TV viewers are 2.5x more likely to stream sports content, underscoring the crossover between creator audiences and sports fandom the panel will explore.
Marketecture Live brings together marketing, media and advertising leaders for a day of programming on where the industry is headed. More information on the event is available at https://chicago.marketecturelive.com.
About Creator TV®
Creator TV® is a creator-led entertainment company operating at the intersection of the creator economy, television, and advertising. We build live, in-person, and digital experiences that turn shared passions into real community, bringing creators and audiences together around the moments shaping culture today. Our content studio develops and produces original formats and franchises distributed across major streaming TV and social platforms. For brands, Creator TV offers authentic ways to engage those communities through content, live experiences, CTV advertising, and creator marketing. Distributed across Plex, Xumo Play, Amazon Fire TV Channels and more, Creator TV® is headquartered in Los Angeles and owned and operated by Sabio Holdings (TSXV: SBIO) (OTCQB: SABOF), an award-winning leader in connected television advertising technology. Learn more at creatortv.com.
About Sabio
Sabio Holdings (TSXV: SBIO, OTCQB: SABOF) is a technology and services leader in the fast-growing ad-supported streaming space. Its cloud-based, end-to-end technology stack works with top blue-chip, global brands and the agencies that represent them to reach, engage, and validate (R.E.V.) streaming audiences. Sabio consists of a proprietary ad-serving technology platform, App Science™, a non-cookie-based SaaS analytics and insights platform with AI natural language capabilities, and Creator TV®, the first creator-led streaming network and content studio. For more information, visit sabioctv.com.
Contact:
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Sajid Premji, Chief Financial Officer, [email protected], 1.844.974.2662
