The Next Play — October 7, 2025
Today’s spotlight: the agency side of talent, NIL, influencers & strategic shifts
1) NIL market reaches ~$1.7B — institutional influence is rising
A recent Youth Sports Business Report estimates the 2025 NIL economy at roughly $1.7 billion, accelerated by policy shifts (including the House v. NCAA settlement) that allow for more institutional payments to athletes.
Agency takeaway: You’re no longer competing only with other agencies; athletic departments and institutional programs are now meaningful players in deal flow and compensation.
2) Non-traditional brands are moving into athlete storytelling
Shuman Farms is partnering with athletes and influencers through university-level NIL (e.g., Georgia and Georgia Southern), integrating products into fan rituals such as tailgating and homegating.
Agency takeaway: Linking categories like food/agriculture/local brands to athlete identity is an under-fished pond. The edge goes to agencies that package unexpected product–athlete stories.
3) Local ambassador programs create on-ramps
East Texas A&M recognized EJ Oakmon (football) and Kristen Sueltz (soccer) as “Student-Athletes of the Week” through a State Farm agency NIL program.
Agency takeaway: University/agency ambassador titles can boost entry-level visibility and micro-activations. Monitor which titles generate actual downstream value (redemptions, event lift, content performance).
4) Women’s sport momentum → long-term brand commitments
Coverage continues to demonstrate how women-owned companies and major brands are investing in women’s sports as their audiences expand.
Agency takeaway: View women’s sports as a core part of business, not just a niche. Develop unique storytelling and proactive packaging around Olympians and professional women’s teams or leagues.
5) Influencer marketing remains a budget priority
Brands are increasing investments in creators for authenticity, niche audience reach, and engagement.
Agency takeaway: The boundary between influencer and athlete-creator is blurring. Develop programs where athletes function like creators (series, co-created IP, episodic content) rather than relying on one-off endorsements.
Tonbara Takeaway
Compete on infrastructure, not just relationships.
With institutions and non-traditional brands entering the space, our value must include compliance frameworks, activation routing, measurement, and scalable pipelines.
Storytelling is the differentiator.
Anyone can buy impressions; fewer can anchor campaigns in narrative, values, and long-term brand arcs—especially for mid-tier or rising talent.
Go beyond the usual verticals.
Help categories outside apparel/beverage (e.g., food, CPG, regional brands) connect meaningfully to athlete identity and community.
Be early on women’s, niche & regional talent.
As interest grows and localized programs expand, early scouting + packaging creates a durable advantage.
Embrace dual-role creators.
Athletes who understand content (or creators with athletic credibility) unlock co-created IP, UGC libraries, and scalable series—not just ads.
Follow Tonbara Sports & Entertainment for daily agency-side insights on the business of athletes, creators, and culture. If you would like to explore partnerships with our roster, you can contact us or visit our Talent page.