In today's digital era, athletes are no longer just sports figures—they're evolving into influential media entities. Leonard Armato's Forbes article, "Unleashing the Power of Athlete Media Companies," underscores this transformation, highlighting how athletes are leveraging their personal brands to create lasting value.​

From Endorsements to Ownership

Historically, athletes like Michael Jordan set the standard for brand endorsements. However, despite his massive influence, Jordan didn't own his intellectual property (IP), limiting his long-term brand control. In contrast, Shaquille O'Neal, guided by Armato's firm, Management Plus Enterprises, took a different route. By developing and owning the "Dunkman" logo, Shaq established a brand that extended beyond his playing days, leading to a significant partnership with Authentic Brands Group.

Athletes as Media Moguls

The rise of social media platforms has empowered athletes to become their own media companies. By producing authentic content—be it podcasts, documentaries, or web series—they can directly engage with fans, control their narratives, and monetize their influence. This shift not only enhances their personal brands but also opens up diverse revenue streams through content licensing and partnerships.​

Implications for Emerging Athletes

For aspiring athletes, especially those from underserved communities, this evolution presents a unique opportunity. By building a strong online presence and creating original content, they can establish their brands early, attract sponsorships, and pave the way for post-athletic careers.​

The ConNEXTions Foundation recognizes the potential in this new landscape. By supporting young athletes in developing their personal brands and media skills, we aim to equip them with the tools needed for success both on and off the field