"The sports world has come full circle. After years of brands drifting too far from performance and too into 'wellness,' brands are rediscovering the power of professional athletes while also embracing a broader truth: sport is about winning and it's about how it makes us feel. The industry's evolution toward 'sport for all' has surfaced the profound connection between movement, euphoria, and mental wellbeing. Today, the formula is clear: high performance plus euphoria equals true inspiration."
"There's power in athletes going 'all-in' on a social platform. By running it like a full-time creator, not a pro-sports person and leaning into platform-native content, they become media businesses, not just endorsers. Consistent series, behind-the-scenes access, creator collaborations and an authentic editorial tone give fans a reason to subscribe and return. Bryson DeChambeau's YouTube channel is a prime example: a top-50 golfer building millions of direct subscribers and regularly publishing content with the same cadence and production values as established creators."
Licensing, sponsorship and sporting influencer deals are experiencing growth. Brands are refocusing on athlete performance and the emotional euphoria sport produces to build deeper fan connections. The 'sport for all' movement links movement, euphoria and mental wellbeing as central motivational drivers. Athletes who operate like full-time creators and adopt platform-native formats become media businesses with loyal audiences. Consistent series, behind-the-scenes access, creator collaborations and an authentic editorial tone increase subscriber engagement. Brands can co-create owned series, share editorial influence and prototype new commerce formats directly with athletes. Sponsorship is evolving into investment in athlete-owned intellectual property rather than traditional ad placement.
Read at The Drum
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