Wait… Isn’t That Copyrighted?
Scroll YouTube for five minutes and you’ll find dozens of channels breaking down NBA highlights, reacting to buzzer-beaters, or ranking the league’s best defenders. Some look homemade. Others, like Locked On Hornets, are polished and consistent — daily shows with player images, game clips, and monetized views.
And yet… the NBA owns all of that footage.
So how are creators using it — and still getting paid?
Let’s break it down.
The YouTube Illusion
On the surface, it looks like everyone’s using NBA content freely. In reality, they’re often not monetizing those specific videos, or they’re using workarounds:
- Freeze-frame thumbnails (not full game footage)
- Voiceover commentary with minimal visuals
- Quick cuts that avoid tripping YouTube’s copyright detectors
- Getting copyright claimed — and letting the NBA take the ad revenue
The dirty little secret? A lot of creators accept the claim, make no money from those clips, and use the content to build their audience instead.
The Fair Use Loophole (But It’s Not Bulletproof)
Some creators lean into “fair use” — the idea that you can use copyrighted content if it’s for commentary, criticism, or news reporting.
But here’s the kicker:
- Fair use is a legal defense, not a YouTube rule.
- YouTube almost always sides with the copyright holder.
- If you want to challenge it, you better be ready to lawyer up.
So while creators talk confidently about “transformative content,” they’re often gambling — hoping they stay under the radar or that the claim doesn’t wreck their revenue.
So How Does Locked On Get Away With It?
Because they’re not just creators — they’re media.
Locked On was acquired by Tegna, a major U.S. media company. That means:
- They likely have media distribution agreements
- They may get limited rights to use league footage
- They can afford to get it wrong once in a while without losing their business
It’s the difference between being an indie podcast host and being part of a regional sports network. They might look like a solo creator — but they’re operating with corporate-level protection.
The Creator Mindset Shift: Build Around the Game
Here’s the deeper lesson: Modern creators don’t need to own the content — they just need to be near it.
Instead of chasing NBA footage and getting flagged, build content around the ecosystem:
- Talk about player contracts and team building
- Create whiteboard-style analysis videos
- Interview college prospects or coaches
- Review classic games using stills and stats
- Build a media brand focused on local sports or undercovered teams
That’s what smart content businesses are doing — they’re using the attention gravity of pro sports to build their own brand.
It’s Not About Stealing — It’s About Positioning
You’re not trying to be ESPN. You’re trying to build your own version of it — scaled to your audience, your niche, and your monetization strategy.
And that starts with knowing what you can and can’t use — and getting creative with what you build around it.
Want Help Doing It Right?
At SportsEpreneur, we help creators and businesses build real media brands — with original voices, smart positioning, and yes, legal clarity.
👉 Reach out to talk about your show or brand.
Or just keep exploring.
—
Related content to How YouTubers Are Monetizing Sports Content Without Owning It
MLB Streaming Wars: Team-Owned Networks Are Changing the Game
How NBC Sports’ Premier League Streaming Fuels Soccer in the U.S.
NFL Media Ecosystem: How the League Dominates Every Platform
Sources & References for How YouTubers Are Monetizing Sports Content Without Owning It
- Reddit – Do any NBA YouTubers have experience battling copyright issues?
- Reddit – I received a copyright claim for one of my videos (NBA content)
- Reddit – Copyrighted NBA footage on YouTube — what are the limits?
- Reddit – What are the rules for YouTube monetization if I use NBA clips?
- Wikipedia – Fair Use Overview
- Wikipedia – Locked On Podcast Network Overview
- Locked On Podcasts – About Locked On Podcast Network