There are a variety of ways that this can be done. Some of them simply get journalism credentials (these are easy to get) and they go to the games to cover them. You'll see this a lot when a creator covers a single team or sporting events that are specific to a single city. You can also get licensing rights to places that offer stock journalism content for daily events, though I am afraid I don't know much about that. I would look into the Associated Press to see what that costs to access and use.
Because there are a lot of people who go games and film them on their phones you stand a chance at being able to pull a lot of B-Roll footage from the YouTube Creative Commons, which is free-to-use footage provided by people who have allowed their clips to be used.
Then there are the creators who simply use footage directly from places like ESPN and other YouTube channels. Often these channels get away with this for a while, but more often than not they end up catching a copyright claim and they have to amend their ways or start a new channel. Personally I have
that discussion with about 100 channels per year... all wondering why they are the only ones who got caught and why YouTube lets
everyone else get away with using copyrighted content. The fact is that these channels do get caught... usually right after they start to make money and are worth claiming.
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