This article explores the relationship between social media, sports mega events, and creator economy. First, we present a literature review highlighting previous research conducted on the rise of dependence on social media for building creator economy towards MSEs during the COVID-19 pandemic, followed by a summary of Whiting and Williams social media uses and gratifications model and the instrumental case study methodology applied in this research. The results offer a practical application of Whiting and Williams social media Uses and Gratifications Model 2013 that serves as theory-testing, next an analysis is conducted on the MSE’s utilisation of social media and MSEs as a tool for the creator economy. Finally, limitations are presented, and future research is suggested.