The Next Play — October 21, 2025
Daily insights on the athlete, influencer & creator economy.
Today’s Spotlight: Early NIL Access, Athlete-Owned Media & Sustainable Influence
1/ Ohio high-school athletes get temporary permission to profit from NIL
A court ruling in Ohio has temporarily allowed high school athletes to benefit from NIL deals, potentially opening up business prospects for over 800 schools across the state.
→ Why it matters: The athlete economy is now expanding to include younger audiences. Strategies for representation should prioritize education, ensure brand safety, and develop scalable storytelling frameworks from the start.
2/ Naomi Osaka & LeBron James launch “Player’s Lens” — an athlete-led media studio
Naomi Osaka and LeBron James introduced Player’s Lens, a production group that enables athletes to produce documentaries, branded content, and short videos while maintaining creative control.
→ Why it matters: The athlete-as-creator model is shifting towards athlete-as-producer, emphasizing athlete ownership of content. This trend indicates that future representation will combine media, management, and production into a single integrated approach.
3/ Athletes embrace sustainability as part of brand identity
From A’ja Wilson’s collaboration with Adidas’ “Made to be Remade” initiative to soccer stars participating in UN climate campaigns, more athletes are incorporating purpose-driven storytelling into their brand platforms.
→ Why it matters: Consumers and brands alike expect meaningful substance in partnerships. Athletes who genuinely align with values such as sustainability, wellness, or equity tend to secure longer-lasting partnerships and foster greater audience loyalty. Agencies need to develop skills to align commercial strategies with cultural impact effectively.
Tonbara Take
1. Representation now starts before recruitment. As high-school NIL grows, it becomes essential to focus on athlete education and establishing brand guardrails.
2. Athletes are owning the narrative. From Player’s Lens to smaller independent creators, having control over storytelling equates to shaping their legacy.
3. Values drive visibility. Purpose isn’t just about PR; it’s about strategy. Sustainability and social alignment are increasingly important factors in deal-making.
Follow Tonbara Sports & Entertainment for daily insights on athlete representation, NIL innovation & the creator economy shaping the future of sport.