Today’s Next Play looks at fan spending power, athlete-led brand campaigns, and how tailgate culture is turning into a new content economy. From Ally Bank’s “Cost of Fandom” report to Haley Cavinder’s wellness activation and Michigan’s Athletes First Tailgate Tour — the athlete economy keeps expanding beyond the field.

Today’s Next Play highlights how athlete influence, NIL infrastructure, and brand collaborations are evolving fast — from Angel Reese’s crossover into fashion to NIL platforms redefining deal access. Agencies that merge storytelling with scalable systems will lead the next era of athlete marketing.

Today’s Next Play unpacks how athlete influence and creator marketing continue to evolve. From NIL athletes becoming Gen Z’s most trusted voices to campus ambassador programs redefining college marketing and the rise of emerging sports like padel — the athlete economy is diversifying fast.

Today’s Next Play highlights how Olympic inclusion, NIL innovation, and women’s broadcast sponsorships are reshaping athlete visibility and agency strategy. From Squash’s LA 2028 debut to PACfluence’s athlete platform and Brooks’ presenting sponsorship of Athlos NYC — the landscape is opening fast.

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.