Rejection : Sweepstakes and contests must be sponsored by the developer/company of the App

Here's my opinon: I'm not sure the contests have to be done directly through the developer. It seems to me to be fine to have users create their own contests, but you as the developer have to make it clear that you're backing the contests—that there's an orderly flow of entry fees and prize money. The way I see it, that seems to be the intent behind the requirement.

I don't know if App Review agrees with me, though, but you would be able to implement my suggestion quite easily by simply adding some language to your App Store description and website that you're running and backing the contests. That might be enough to get approval, but if it doesn't, then you haven't wasted too much time.

You might also want to contact the review team directly using this link: http://developer.apple.com/contact/app-store/

I think you have a problem with "create". If the user is creating the contest then the user is responsible for the contest. Your new suggested flow is worded in a way that does not really translate into English with enough specificity:

"user can request to create a contest to the company with a sponsor amount, and company legally publish the contest behalf of the user"

Better might be:

User A requests a contest to the company suggesting a specific base amount and a video.

Company creates that contest with that base amount and company sponsors that new contest.

User A enters that contest with the base amount and the video.

Other users enter the contest.

Company counts 'likes' and awards the collected fees to the winner.

Please see the review guidelines, section 20, for the other rules concerning contents and such that your application has to comply with:

https://developer.apple.com/app-store/review/guidelines/

20. Contests, sweepstakes, lotteries, raffles, and gambling

• 20.1

  Sweepstakes and contests must be sponsored by the developer/company of the App

• 20.2

  Official rules for sweepstakes and contests must be presented in the App and make it clear that Apple is not a sponsor or involved in the activity in any manner

• 20.3

  It must be permissible by law for the developer to run a lottery App, and a lottery App must have all of the following characteristics: consideration, chance, and a prize

• 20.4

  Apps that allow a user to directly purchase a raffle ticket in the App will be rejected

• 20.5

  Apps that offer real money gaming (e.g. sports betting, poker, casino games, horse racing) or lotteries must have necessary licensing and permissions in the locations where the App is used, must be restricted to those locations, and must be free on the App Store

• 20.6

  Apps that use IAP to purchase credit or currency to use in conjunction with real money gaming will be rejected