The Next Play — October 16, 2025
Daily insights on the athlete, influencer & creator economy.
Today’s Spotlight: Fan Spending, Athlete Creators & Game-Day Storytelling
1/ Ally Bank finds fans are spending big — especially on women’s sports
A new Ally Bank report on the 'Cost of Fandom” shows that 57% of sports fans admit to overspending on their teams, while 67% report that their spending on women’s sports has either increased or remained the same.
→ Why it matters: This is more than good PR for equality — it demonstrates strong commercial momentum. Fans are eager to support women’s sport both emotionally and financially. Agencies should assist athletes and brands in transforming this passion into high-quality, values-based activations.
2/ Haley Cavinder partners with Under Armour for “Bra School” wellness campaign
Former college basketball star and influencer Haley Cavinder co-leads Under Armour’s “Bra School,” a digital and experiential campaign centered on women’s fitness comfort and education.
→ Why it matters: Athlete-creators are now developing comprehensive campaigns that cover the entire funnel, from education to sales. Agencies need to establish multi-layered partnerships where athletes participate in scripting the creative process, rather than merely presenting the content.
3/ Athletes First Tailgate Tour stops at the University of Michigan
AMP Media & WSMH are delivering live coverage and branded experiences as the Athletes First Tailgate Tour arrives in Ann Arbor. The event includes professional athletes, alumni creators, and engaging brand activations.
→ Why it matters: Tailgate events have transformed into multi-platform content hubs. Brands and agencies that view these activations as ongoing storytelling franchises, rather than single-day events, will foster durable brand equity.
Tonbara Take
1. Passion equals profit. Ally’s data indicates that fandom is resilient during recessions. Emotional dedication leads to financial loyalty. Focus on building for that.
2. Athlete-creators are campaign architects. Haley Cavinder’s “Bra School” combines elements of influence, education, and entrepreneurship. Agencies need to support this innovative approach ownership.
3. Game day is the new content studio. Treat tailgate tours and live activations as serialized media moments—schedule them like production timelines rather than traditional event calendars.
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