The Next Play — October 24, 2025
Daily insights on the athlete, influencer & creator economy.
1/ Influencer-point guard Jada Williams brings a million+ followers to Iowa State
Jada Williams, a prominent college basketball player, has started her tenure at Iowa State Cyclones with a social media following exceeding one million.
→ Why it matters: Athlete influence now extends beyond just on-floor performance. Williams’ following immediately boosts her brand value, illustrating how agencies should view athletes as both creators and competitors.
2/ The most marketable athletes now shape culture, not just campaigns
A recent analysis indicates that today’s leading athlete influencers are becoming more characterized by their cultural relevance than solely by their performance metrics.
→ Why it matters: Representation strategies now need to incorporate culture-fluency, content strategy, and creator collaborations, beyond just endorsement placements.
3/ Women’s sports sponsorships deepen as brands shift intent
Brands are ramping up investments in women’s sport sponsorships as visibility, league expansion, and engagement grow rapidly.
→ Why it matters: Athlete-creator agencies should see women’s sport not as a secondary avenue but as a primary one — providing distinctive storytelling, impact, and community engagement.
Tonbara Take
Creator-first athletes win. When followers match fixture numbers, representation shifts from the scoreboard to focused voice.
Culture > credentials. The most powerful athlete-brands resonate with lifestyle, personal identity, and authenticity.
Women’s sport is core, not optional. Investment is increasing, and influencers in this field are quickly gaining influence.
Follow Tonbara Sports & Entertainment for daily insights on athlete representation, influencer strategy & the creator economy.