Tonbara Sports & Entertainment officially signs Davis & Elkins forward Vegas Evans for exclusive NIL representation. Led by VP Deion Adams, Tonbara will manage the Canadian standout’s brand partnerships and commercial growth. Click to read the full announcement and view Vegas Evans’ career stats.

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.