The Next Play — October 22, 2025
Daily insights on the athlete, influencer & creator economy.
Today’s Spotlight: NBA Season Kickoff, NIL Draft Momentum & Luxury Brand Crossovers
1/ Warriors edge Lakers in NBA opener as Curry's Under Armour influence shines
Steph Curry scored 23 points in the Golden State Warriors' 119-109 win against the Los Angeles Lakers, opening the 2025-26 season with excitement, while Jimmy Butler contributed 31 points. Off the court, Curry's role as president of Curry Brand under Under Armour is driving new athlete endorsements, integrating his on-court success with off-court business ventures.
→ Why it matters: NBA stars like Curry, who is approaching a $1 billion deal with Under Armour, are using lifetime endorsement agreements. Meanwhile, agencies are focusing on hybrid influencer strategies that convert game highlights into social commerce. This shift boosts NIL opportunities for rookies, as brands aim for a 300% ROAS from athlete-generated UGC.
2/ Postgame NIL agency connects brands with 10 first-round MLB draftees
Postgame, the top NIL marketing firm, secured brand partnerships for 10 first-round picks in the 2025 MLB Draft, including the No. 1 overall selection, working with brands such as Adidas and Gillette. This builds on their previous collaborations with 12 NBA draftees, utilizing a network of over 70,000 college athlete influencers for campaigns targeting Gen Z.
→ Why it matters: Draft season NIL booms emphasize the rise of a "new breed of agency" that combines talent representation with content creation, exemplified by Viral Nation's VN Sports division. As 64% of brands plan athlete collaborations in 2025, micro-influencers in niche sports are fostering genuine engagement rather than scripted advertisements.
3/ Chanel inks Boat Race sponsorship as luxury brands chase athlete ambassadors
Chanel has become the new title sponsor for The Boat Race, expanding its presence alongside Louis Vuitton in America's Cup and athlete endorsements. This strategic shift towards luxury aims to boost cultural relevance by engaging in sports, with high-end brands investing in NIL and esports to expand their global influence.
→ Why it matters: The influx of sports in luxury indicates a move towards "purpose-driven" collaborations, similar to Adidas' "Inner Game" resilience campaigns. Athletes like Naomi Osaka are taking on producer roles to control their stories, which enhances loyalty. Brands that align with these values are projected to achieve 40% higher conversions in the creator economy of 2025.
Tonbara Take
Season starts signal endorsement surges: Curry's opening statement highlights basketball's dominance in endorsement deals—anticipate more lifetime contracts as athletes like LeBron ($1B Nike) expand revenue streams beyond just salaries.
NIL agencies scale draft talent: Postgame's MLB and NBA wins highlight the importance of early recruitment education; with high school NIL growth, establishing brand guardrails is essential for maintaining sustainable creator pipelines.
Luxury meets athletic authenticity: Chanel's decision demonstrates that values such as sustainability enhance visibility—agencies need to incorporate cultural impact to secure enduring deals amid the upcoming 2026 World Cup excitement.
Follow Tonbara Sports & Entertainment for daily insights on athlete representation, NIL innovation & the creator economy shaping the future of sport.