The Next Play — October 14, 2025
Daily insights on the athlete, influencer & creator economy.
Today’s Spotlight: Authenticity, Access & Emerging Sports
1️⃣ NIL athletes are Gen Z’s most trusted voices
Recent data shows college athletes consistently rank among Gen Z’s most trusted influencers, outperforming traditional creators in authenticity and engagement.
→ Why it matters: This reinforces that athlete-led campaigns can anchor brand trust. For agencies, the opportunity lies in translating that authenticity into scalable content strategies — not just one-off NIL posts.
2️⃣ Campus ambassador programs reshape brand marketing
After a few years of heavy NIL spending, brands are shifting toward embedded ambassador programs and live campus activations that complement NIL partnerships.
→ Why it matters: This is a move from transactional to cultural. Agencies that can design long-term, on-campus presence — events, ambassador rosters, co-branded experiences — will capture recurring brand value.
3️⃣ Padel continues its global breakout
Insurance brand Hiscox became the first title sponsor of the Padel Irish Open, marking another major milestone for the fast-rising sport.
→ Why it matters: Emerging sports like padel, pickleball, and teqball offer outsized brand access and storytelling potential. Agencies that invest early in athlete development and partnership packaging can ride the wave as these sports globalize.
4️⃣ Behind-the-scenes growth in sponsorship tech
Agencies and platforms like SponsorCX are doubling down on operations, leadership, and tech infrastructure to scale client delivery.
→ Why it matters: Representation and deal flow are only half the business — the other half is operational execution. Investing in systems and scalability is the new agency differentiator.
Tonbara Take
🏗️ Authenticity beats algorithms.
NIL athletes are the blueprint for influence that converts — real, local, and trusted.
🎓 Campus presence is the new endorsement.
Brands don’t just want faces; they want embedded relationships.
🎾 Emerging sports = early mover advantage.
Padel’s rise proves niche sports can be brand platforms, not just participation trends.
⚙️ Infrastructure creates longevity.
As sponsorship tech scales, agencies must evolve from deal brokers to operational partners.
Follow Tonbara Sports & Entertainment for daily insights on athlete representation, influencer marketing, and the creator economy shaping the future of sport.