The Next Play — October 20 2025

Daily insights on the athlete, influencer & creator economy.

Today’s Spotlight: Athlete Enterprise, AI Tools & Coaching as Content

1/ Serena Williams launches “Will Ventures Studio” for athlete founders

Serena Williams launched Will Ventures Studio, a platform that offers investment support and storytelling resources for athletes moving into entrepreneurship.

→ Why it matters: Athletes now serve as builders, not merely brand faces. Agencies that can steer equity participation alongside endorsements will shape the athlete business landscape in the next decade.

2/ NIL athletes adopt AI tools for content production

Platforms such as SponsorUnited AI and Influxer Assist are introducing AI-powered captioning and content co-writing tools for student athletes.

→ Why it matters: Enhancing creator efficiency is increasingly a competitive advantage. Agencies need to train talent in AI tools that streamline workflows and boost storytelling, all while maintaining their authentic voice.

3/ Coaches as micro-influencers gain traction

Multiple college coaches are developing creator profiles via podcasts and behind-the-scenes series like “Day in the Film Room.”

→ Why it matters: The ecosystem surrounding athletes is increasingly marketable. For agencies, broadening representation to include coaches and support staff creates new opportunities and attracts diverse audiences.

Tonbara Take

1. Equity is the new endorsement. Athletes seek ongoing ownership rights rather than one-time agreements.

2. AI is creator infrastructure. Efficiency equals power — develop talent to master technology effectively.

3. The bench has influence, too. Coaches and specialists represent the next frontier in athlete marketing.