The Next Play — October 10, 2025
Daily insights on the athlete, influencer & creator economy.
Today’s Spotlight: New Platforms, Women’s Sport & Olympic Momentum
1/ Squash joins the LA 2028 Olympic Games
The IOC officially announced that squash will make its debut at the 2028 Los Angeles Olympics — a significant milestone for a sport that has long sought Olympic recognition.
→ Why it matters: Achieving Olympic status attracts additional funding, media coverage, and sponsorship opportunities. Agencies that establish early relationships with athletes in emerging sports will have significant advantages.
2/ Pro Athlete Community x Cameo launch PACfluence
The Pro Athlete Community has teamed up with Cameo to launch PACfluence — a new platform that enables pro and semi-pro athletes to monetize brand deals and develop content partnerships.
→ Why it matters: Mid-tier athletes now have access to scalable monetization tools that were previously available only to elites. Agencies that assist talent in managing and maximizing these opportunities will be at the forefront of this emerging access economy.
3/ Brooks Running named presenting sponsor of Athlos NYC
Brooks Running has become the presenting sponsor of the Athlos NYC women’s track & field event, which will be broadcast live on ION.
→ Why it matters: Women’s track events are attracting high-profile broadcast sponsorships, indicating that women’s sport has become a key strategic investment, rather than just a peripheral category.
Tonbara Take
Underdog sports gain prime visibility. The inclusion of squash in the Olympics has made previously overlooked athlete markets more valuable. Agencies that identify talent early will position themselves to discover the next big stars.
Platformization is accelerating. PACfluence demonstrates how brand access is becoming more democratized. The agency's value now lies in its structure, negotiation skills, and alignment with the brand.
Women’s sport = mainstream. Brooks’ presenting sponsorship demonstrates that brands are shifting from merely supporting to actively investing. The current financial landscape validates this strategic change.
Agencies must adapt fast. Each platform, broadcast, and event expansion reshapes the map. Be early, or you'll remain unseen.
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