WELCOME TO THE INFLUENCE INSIDER

Over the past few weeks, I’ve had the chance to meet with dozens of athletes and brand leaders, and the energy around new opportunities in athlete branding has been electric. It's precisely why I created this newsletter: to share the latest shifts, inspire action, and build a community focused on growth.

As you read this edition, consider how these insights could boost your brand, or the brand of an athlete you work with. If today’s ideas resonate, reach out. Let’s create the brand your talent and hard work deserve. Thank you for being an Insider!

Warmly,

Thomas van Schaik

5 MUST-KNOW BRAND SHIFTS FOR ATHLETES IN 2025

Athlete branding is transforming faster than ever. Today's athletes must rethink how they build better and more influential brands in a landscape shaped by globalization, technology, new legislation, shifting social values, and bursting with entrepreneurial opportunities. Here are the five fundamental shifts every athlete should understand to stay ahead, boost their influence, and create a lasting legacy.

Shift 1: From local heroes to global icons?

Athletes as global influencers?

Today’s fans follow players across teams, countries, and continents, turning athletes into global icons. This unprecedented reach presents new opportunities for revenue, influence, and lifelong fan loyalty, creating a direct line from players to fans worldwide. For athletes in every arena, whether niche sports or major leagues, the chance to become a global brand is now more accessible than ever.

Examples:

Cristiano Ronaldo, Lionel Messi, and Caitlin Clark: Their moves into new leagues (the Saudi Pro League, MLS, and WNBA) did not just impact stadium attendance, TV ratings, and merchandise sales; they repositioned these leagues.

Kylian Mbappé, Jaylen Brown, and Shohei Ohtani are raising the bar in athlete branding. Mbappé’s €200 million Real Madrid contract, Brown’s $304 million supermax with the Celtics, and Ohtani’s $700 million Dodgers deal highlight the rising power of individual athlete brands.

Ilona Maher and Hunter Woodhall: These athletes exemplify how personality, originality, and great storytelling can attract loyal audiences worldwide, allowing niche sports stars to build devoted fanbases.

Looking ahead to 2025:?

Iconic, well-branded athletes have become a crucial differentiator, placing an increasing premium on the world’s best. However, every professional athlete, across sports, gender, and ability, has the potential to attract, connect, and engage with their niche audience. In the fragmented sports market, even athletes who are not global superstars can build capsule fan communities of incredible value within their dedicated niche.

Shift 2: From stats generators to data owners?

Athletes as data owners?

Data has become a priceless asset, and athletes are slowly recognizing the value of owning their performance, physical, and marketing data. New data protection laws, such as the GDPR, allow athletes, like everybody else, to reclaim their data ownership. By collecting and managing their data, athletes can make informed decisions about which data to use, enrich or share and against which conditions.

Examples:?

Russell Slade’s “Project Red Card”: Leading a ￡500 million lawsuit, Slade advocates for athletes’ rights over their data, pushing for control and fair compensation.

XFL's Perpetual Data Rights: XFL players retain lifetime rights to their performance data, underscoring athlete control beyond contracts.

Tom Brady’s TB12: Brady’s wellness brand leverages customer data to drive personalized marketing, enabling direct fan engagement without relying on social media.

Looking ahead to 2025:?

Athletes who adopt data management strategies will be more empowered?and gain new insights and fresh opportunities for commercialization. New dashboards and data platforms will empower athletes to build valuable, data-powered brands and businesses.

Shift 3: From court to courtroom?

Athletes claiming their rights?

Athletes increasingly turn to legal channels to secure fair pay, IP control, and more favorable terms, challenging the status quo and outdated legal structures that limit them. This shift towards legal empowerment signals a new era where athletes will “no longer be played, but demand to get paid.” Athletes demand and deserve a bigger slice of the cake.

Examples:?

O'Bannon & Alston v. NCAA: These landmark cases allowed college athletes to profit from their name, image, and likeness (NIL), setting a critical precedent.

USWNT Equal Pay Fight: The U.S. Women’s National Team’s battle for pay equity inspired similar fights globally, setting a new standard for compensation fairness.

Dutch Speed Skaters & Lassana Diarra v. FIFA: Both cases highlighted the right to fair competition by challenging restrictive league and transfer rules.

Looking ahead to 2025:?

As more athletes take legal action, expect stronger protections for athlete rights, fairer contracts, enhanced IP safeguards, and greater transparency across the sports industry.

Shift 4: From playmaker to changemaker?

Athletes using their platforms for change?

Athletes now use their platforms to champion social causes, from racial justice to mental health. By standing up for issues they believe in, athletes give back to and build deeper connections with their communities, displaying their values.

Examples:?

Colin Kaepernick and Marcus Rashford: Known for their activism, Kaepernick and Rashford raise awareness of racial justice and poverty alleviation, inspiring global movements.

Megan Rapinoe and Dwyane Wade: Advocates for gender equality and LGBTQ+ rights, Rapinoe and Wade have influenced sports toward inclusivity.

Naomi Osaka, Simone Biles, and Michael Phelps: By openly discussing mental health, Osaka, Biles, and Phelps are changing how society views athlete wellness.

Looking ahead to 2025:?

‘Bring’ is bigger than ‘Bling.’ Geopolitical crises, polarization, and social conflict will increase the pressure on athletes to rally, inspire, and speak out on behalf of their community. Athlete activism will grow as social and political issues intersect with sports.

Shift 5: From player to business owner?

Athletes as entrepreneurs?

Sports are now a gateway to entrepreneurship. Athletes increasingly launch brands, invest in businesses, and take ownership of teams and leagues. These ventures create additional income streams and allow athletes to build a legacy far beyond their athletic careers.

Examples:?

Kevin Durant, Serena Williams, and Lewis Hamilton: Their investment firms focus on diversity and tech, setting new standards in athlete entrepreneurship.

Cristiano Ronaldo and Roger Federer: With product lines and companies, they have diversified income while strengthening their brands.

Kevin Durant and Dwayne “The Rock” Johnson: With ownership stakes in sports teams, they exemplify athlete investment in the industry.

Looking ahead to 2025:

Expect more athletes to invest in businesses, build equity, and partner with brands to grow sustainable income streams and influence. By focusing on ventures that align with their values, athletes can establish lasting empires

The athlete era is here.

The future of sports is athlete-centric, brand-driven, and data-powered. As we slowly head toward 2025, these shifts are not just trends but essential progress toward legacy and impact. Embrace data ownership, protect your rights, champion social issues, and build your business. This is the time to lead with purpose and seize opportunities. The future is yours to shape, and if you are ready to navigate these changes, I am here to help you every step of the way.

Semiocast dives into how athletes are changing the game with social media, using platforms like Instagram, TikTok, and X to connect with fans and shape sports culture. It’s a quick, insightful look at how digital presence fuels athlete influence.

Chris Collins wrote a standout article for SportsPro on the “50 Most Marketable” athletes. The article explores major shifts in athlete marketability, from digital influence and social responsibility to data-driven branding. It’s a must-read for anyone looking to stay ahead in the evolving world of athlete branding. ??

Thank you for being an Insider! If this edition brought value, please share it with athletes, allies, or anyone focused on brand growth. Know someone who’d benefit? Invite them to subscribe and join our growing community.

I’m always open to discussing ways to support you or an athlete you work with, whether through a quick call, workshop, lecture, podcast, or speaking engagement. If today’s insights sparked ideas, let’s take them further and create the impact your talent deserves, just reach out!

The next edition of The Influence Insider is scheduled for Wednesday, November 13th.

Warmly,

Thomas van Schaik

P.S. If you're serious about building a better athlete brand, The Athlete Brand Book is the ultimate guide to get you there. It's packed with strategies and insights for athletes looking to boost their independence, influence, income, impact and inclusion in today’s dynamic landscape. Grab your copy and start building the brand you deserve!