Today’s Next Play explores how athlete-creators and creator-athletes are redefining influence. From a college point guard bringing a million+ followers into her role to brand-new athlete-founded media ventures and rising women’s sport relevance, the creator economy around sport is accelerating.

Today’s Next Play spotlights how athlete marketing is evolving into cultural storytelling. From NFL teams activating creators for community-driven campaigns to the rise of athlete-agency collaborations around diversity and lifestyle, the representation game is no longer about exposure — it’s about relevance.

Explore the latest in sports marketing with The Next Play on October 22, 2025. Dive into NBA season kickoff, NIL draft momentum, and luxury brand crossovers in athlete representation.

Today’s Next Play explores how the athlete economy is expanding — from NIL access in high school to athlete-owned media studios and sustainability storytelling. As athletes take control of their platforms, the business of influence is becoming purpose-driven and professionally structured.

Today’s Next Play spotlights how athletes are using media, tech, and community to redefine representation. From Serena Williams’ new venture studio to NIL athletes integrating AI content tools and the rise of coach-led creator programs, athlete enterprise is evolving beyond endorsements.

Today’s Next Play looks at the rise of authentic athlete storytelling and long-term brand alignment. From Adidas’ multi-league extension centered on digital creators to Rosie Volpintesta’s candid athlete storytelling and NIL data showing Tier 2 growth, the athlete economy is rewriting what influence looks like.

Today’s Next Play looks at fan spending power, athlete-led brand campaigns, and how tailgate culture is turning into a new content economy. From Ally Bank’s “Cost of Fandom” report to Haley Cavinder’s wellness activation and Michigan’s Athletes First Tailgate Tour — the athlete economy keeps expanding beyond the field.

Today’s Next Play highlights how athlete influence, NIL infrastructure, and brand collaborations are evolving fast — from Angel Reese’s crossover into fashion to NIL platforms redefining deal access. Agencies that merge storytelling with scalable systems will lead the next era of athlete marketing.

Today’s Next Play unpacks how athlete influence and creator marketing continue to evolve. From NIL athletes becoming Gen Z’s most trusted voices to campus ambassador programs redefining college marketing and the rise of emerging sports like padel — the athlete economy is diversifying fast.

Today’s Next Play highlights how Olympic inclusion, NIL innovation, and women’s broadcast sponsorships are reshaping athlete visibility and agency strategy. From Squash’s LA 2028 debut to PACfluence’s athlete platform and Brooks’ presenting sponsorship of Athlos NYC — the landscape is opening fast.

Today’s Next Play looks at the next phase of athlete and creator marketing — where performance guarantees, brand storytelling, and non-traditional categories collide. From Viplink’s CPM-backed influencer model to Ferrero’s $100M sports push, the industry’s playbook is getting smarter, faster, and more measurable.

Today’s Next Play explores NIL infrastructure, athlete-creator collaborations, and how brands are transforming the agency landscape. As the line between athletes, influencers, and creators continues to blur, representation models are evolving fast — and Tonbara is tracking every shift.

A daily agency-side look at the athlete, influencer, and NIL economy. Today: the $1.7B NIL market, non-traditional brands entering athlete storytelling, local ambassador programs, the momentum in women’s sport, and why athletes must operate as creators.