Athletes are no longer waiting until retirement to transition into media careers; they're building businesses early leveraging their social media influence to create content.
Younger athletes recognize the power of content creation early on, while those transitioning careers are intensifying focus on media strategies, driven by brands and agencies.
The shift has led brands to engage with players earlier, reflecting a growing trend where the lines between athletes and creators have blurred significantly.
The evolving landscape shows that the influencer economy is fully integrating with sports, leading deals to adapt in a way that prioritizes creators' platforms.
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