Today’s Next Play looks at the next phase of athlete and creator marketing — where performance guarantees, brand storytelling, and non-traditional categories collide. From Viplink’s CPM-backed influencer model to Ferrero’s $100M sports push, the industry’s playbook is getting smarter, faster, and more measurable.

Today’s Next Play explores NIL infrastructure, athlete-creator collaborations, and how brands are transforming the agency landscape. As the line between athletes, influencers, and creators continues to blur, representation models are evolving fast — and Tonbara is tracking every shift.

A daily agency-side look at the athlete, influencer, and NIL economy. Today: the $1.7B NIL market, non-traditional brands entering athlete storytelling, local ambassador programs, the momentum in women’s sport, and why athletes must operate as creators.

Tonbara athlete Kira signs with Catalyst, aligning her training and recovery with clean hydration and wellness. This is a fresh partnership for a rising wakeboarding star.