The Next Play — October 8, 2025
Today’s spotlight: agency moves, athlete creators & creator infrastructure shifts
Plays to Watch
1/ Baylor launches its NIL Exchange through Teamworks Influencer
Baylor Athletics has partnered with Teamworks Influencer to develop a Baylor NIL Exchange, a portal that links student-athletes, brands, and commercial entities. The platform streamlines deal workflows, compliance disclosures, and negotiations.
→ Why it matters: More institutions are now adopting infrastructure traditionally handled by agencies. Agencies that can integrate, enhance, or manage these systems will secure more deals and gain greater control.
2/ Academy Sports + Outdoors drops a “Hero Collection” for Brooks performance shoes
Academy, a prominent retail sports chain, is celebrating “Brooks Month” by launching a new Hero Collection of performance running shoes on October 10, which aligns with community mentorship themes.
→ Why it matters: Brand activations involving athlete gear can act as content moments, ambassador opportunities, and points for storytelling. Agencies should help link these product launches to athlete narratives or local workout events.
3/ NFL merch marketing leans into influencer collabs
An article from Marketing Brew highlights that the NFL’s merchandise campaigns now often incorporate influencers through athlete-adjacent initiatives, such as advertisements featuring influencer-athlete collaborations.
→ Why it matters: As merchandise increasingly contributes to athlete income, influencers are now involved in the creative campaigns—not only athletes. Agencies should consider offering combined influencer-athlete packages in brand negotiations.
Tonbara Take
From today’s developments, a few key themes emerge that clarify TSE’s positioning:
Infrastructure is the new battleground. As Baylor introduces an NIL Exchange, agencies should focus on integrating into systems, not merely closing deals. Consider it as a 'platform as a service' approach rather than just a 'broker as a service' model.
Product + storytelling is a golden pairing. When a retailer releases a new collection, such as Brooks, the most effective campaigns incorporate athlete stories, local community engagement, and emotional content, rather than focusing solely on product specifications.
Influencers + athletes will co-headline. As NFL merchandise advertisements feature influencers, campaigns that integrate both creators and athletes become more unique and impactful.
Anticipate institutional shifts. Monitor the development of NIL infrastructure at universities closely. Some will compete, while others will partner; agencies that remain flexible will gain the most.
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