The Surge of Dual-Interest Athletes: How Athletes Are Building Brands Beyond Sports and Shaping the Future

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In recent years, we’ve seen a significant shift in the role of athletes—not just as competitors in their respective sports but as multi-dimensional influencers and entrepreneurs. The surge in "dual-interest" athletes, who seamlessly transition between sports and business, marks a new era where the lines between competition, commerce, and culture blur. This evolution is driven in part by digital platforms, where athletes can craft their narratives, connect with brands, and engage audiences in real-time.

These athletes are no longer confined to the playing field; they are using their influence to develop business ventures, enhance their personal brands, and create new opportunities that resonate far beyond sports. This shift is reshaping the landscape of sports and has the potential to drive broader social change by empowering female athletes and offering inner-city athletes new avenues for success.

The Phenomenons: Athletes Who Built Empires

Athletes like Bryce Harper, Conor McGregor, Shohei Ohtani, and LeBron James exemplify the dual-interest athlete model. They are proof that success in sports can be a launchpad to broader business endeavors.

• Bryce Harper, one of baseball’s brightest stars, didn’t just sign record-breaking contracts—he also leveraged his influence into endorsement deals with brands like Under Armour, Gatorade, and Rawlings. Harper strategically positions himself as not just a baseball player but as a figure who embodies athleticism, work ethic, and leadership, making him a sought-after brand ambassador.
• Conor McGregor, known for his brash personality and unmatched MMA skills, built a global brand around himself that extends far beyond the octagon. McGregor launched his whiskey brand, Proper No. Twelve, which quickly became a commercial success, selling millions of bottles worldwide. His dual role as an athlete and businessman has redefined how fighters can capitalize on their fame and brand loyalty.
• Shohei Ohtani, a Japanese superstar who excels as both a pitcher and hitter, has become a global icon for his unprecedented talent in Major League Baseball. Ohtani’s influence transcends sports as he partners with global brands like Asics and Seiko, leveraging his multi-national appeal. Ohtani represents a new kind of athlete who bridges cultures and industries, appealing to diverse markets while excelling in multiple arenas.
• LeBron James is the gold standard for dual-interest athletes. He is not only a four-time NBA champion but also a successful businessman, investor, and philanthropist. Through ventures like the SpringHill Company, a media and entertainment firm, and investments in companies like Blaze Pizza and Liverpool FC, James has built a diversified portfolio. His ability to dominate both on and off the court has set a precedent for future athletes to follow.

Empowering Female Athletes: A New Era of Opportunity

The rise of dual-interest athletes is also opening doors for female athletes to maximize their influence. Historically, female athletes have faced more challenges in securing sponsorships and media attention compared to their male counterparts. However, the dual-interest model is creating new opportunities for women in sports to build their brands and expand their reach.

Athletes like Serena Williams and Naomi Osaka have paved the way by leveraging their sports fame into successful business ventures. Serena Williams, for instance, has launched her own venture capital firm, Serena Ventures, and built a successful fashion line. Naomi Osaka, a global tennis star, has used her platform to not only dominate in sports but also advocate for social justice and mental health awareness. Both athletes have shown that women can thrive in business, media, and philanthropy by strategically building their personal brands.

Additionally, athletes like Caitlyn Clark are demonstrating the tremendous marketing power of female athletes. Clark, whose record-breaking performances on the basketball court have captivated audiences, is a driving force in the WNBA’s surge in visibility and commercial influence. As she chases scoring records, Clark is not only transforming her own career but also raising the profile of women’s basketball as a whole. This momentum is attracting unique sponsorship deals to the WNBA, with brands like Salesforce stepping in to support the league. Salesforce’s partnership with the WNBA highlights how brands are recognizing the marketing potential of female athletes, signaling a shift in how women’s sports are valued in the business world.

Platforms like LinkedIn give these athletes the space to tell their stories, showcase their business acumen, and connect with sponsors and investors. Female athletes are using these tools to carve out new spaces for themselves, not just in sports but across industries where their talents and voices are valued.

Changing the Game for Inner-City Athletes

The dual-interest athlete trend also has the potential to positively impact inner-city athletes. For many young athletes in underserved communities, sports can feel like the only pathway to success. However, the rise of athlete entrepreneurs is providing a new blueprint—one that offers multiple avenues for income and education beyond traditional sports careers.

By focusing on building a personal brand, inner-city athletes can leverage platforms like LinkedIn to connect with sponsors, gain visibility, and access mentorship opportunities. These athletes are learning that their identity doesn't have to be tied solely to their sport—they can develop diverse skill sets that will help them thrive in business, technology, education, and other industries. This trend is critical in helping prevent young athletes from turning to crime as a means of survival or financing their education.

Programs like LeBron James' I PROMISE School and Colin Kaepernick's Know Your Rights Camp highlight the importance of mentorship and education in changing the narrative for inner-city youth. By investing in education and business opportunities, these athletes are using their influence to create sustainable change, showing that the dual-interest model isn't just about making money—it's about empowering the next generation.

Lessons for Business Professionals: Replicating the Athlete Playbook

While the dual-interest model may seem exclusive to elite athletes, regular business professionals can replicate many of these strategies to enhance their own personal brands and build diverse streams of income. Platforms like LinkedIn allow anyone, from entrepreneurs to corporate leaders, to create compelling narratives that attract new opportunities.

Business professionals can start by leveraging their expertise to become thought leaders in their industry. Just as athletes use LinkedIn to build their personal brands, professionals can do the same by sharing insights, engaging with relevant content, and creating networks that extend their influence. Building a strong digital presence enables professionals to showcase their unique value, positioning themselves for consulting, speaking engagements, or partnerships.

The key is to diversify income streams by monetizing their skill sets and knowledge. Many business professionals can establish side ventures, such as launching consulting firms, writing books, or investing in startups. For example, a financial analyst could offer financial literacy coaching, while a marketing executive could create digital courses on brand strategy. By aligning these ventures with their core expertise, professionals can replicate the model of dual-interest athletes to maximize their earning potential.

In a world where branding is crucial, collaborating with brands as influencers or ambassadors is no longer limited to athletes. Business professionals with niche expertise or loyal followings can partner with companies to promote products and services. Whether it’s a finance influencer promoting software or a health coach endorsing wellness brands, professionals have the potential to elevate their personal brands through strategic partnerships.

The Final Cut: Athletes and Business Professionals as Multifaceted Innovators

The rise of dual-interest athletes signals a profound shift in the world of sports. It’s no longer enough to be the best on the field—today’s athletes are entrepreneurs, investors, and cultural influencers. But the model they’ve created isn’t exclusive to sports stars. Business professionals can also embrace these strategies, leveraging their personal brands, diversifying income streams, and making their mark on the world.

As platforms like LinkedIn continue to grow, professionals at all levels should take advantage of these tools, expanding their influence and securing their future. The world is evolving, and whether you’re an athlete or a business leader, the time to embrace your dual interests is now.