Athletes have long been household names—but today, they’re also brand architects, investors, and cultural powerhouses. No longer confined to endorsement deals or fleeting campaign appearances, athletes are now co-creating products, shaping narratives, and sitting at the helm of their own ventures. This evolution marks a significant shift for marketers and PR professionals, who are navigating a new era where athletic influence intersects with entrepreneurship, storytelling, and social impact. We asked the experts how athlete partnerships have grown deeper, more strategic, and more authentic—and what brands must do to keep up.
Angel Reese | Photo credit: Walik Goshorn via Ethos Group
Authenticity & Commitment: Redefining Athlete Partnerships
Jaclyn Reilly and Kirsti Yess, Co-Founders, Ethos Group
“Athletes are the ultimate brand ambassadors—embodying authenticity, representation, resilience, and cultural relevance in ways that deeply resonate with today’s consumers. At Ethos Group, we’re seeing a shift in how athletes are shaping brand narratives—not just as endorsers, but as long-term builders of brand loyalty and cultural impact.
“Take our client, WNBA All-Star Angel Reese, and her partnership with Sephora: this wasn’t just a moment—it was a 360-degree commitment to celebrating the intersection of beauty, fashion, and sport. It was born out of Sephora’s existing, authentic investment in women’s sports through its sponsorship of the inaugural season of the Unrivaled women’s basketball league last winter. Doubling down with Angel only reinforced that commitment. This holistic partnership followed Angel from WNBA practice to the Met Gala and back, showcasing her power as both an elite athlete and a beauty and fashion icon that consumers look to for beauty tips and routines that transition seamlessly—no matter what she’s doing in her life.
“Women’s sports are undoubtedly experiencing a seismic boom in growth, but the campaigns that stand out are still those rooted in authenticity, long-term commitment, and a shared investment in representation and equity. Audiences today can spot surface-level activations from a mile away. The brands that win will be the ones willing to show up, commit to their investment, and lead with authenticity every step of the way.”
From Endorsements to Equity: The New Athlete-Brand Dynamic
Andrea Nirsimloo, Managing Partner, MSQ Sport + Entertainment
“Athlete-owned brands aren’t new – but they have been supercharged in the past few years as more demand not just a seat at the table – but one at the head of the boardroom. Partnerships have evolved from the transactional to those that are equity-based, where athletes have a stake in a brand, to fully-fledged athlete-owned products.
“This transition from athlete to entrepreneur was already happening when LeBron made his iconic ‘I won’t shut up and dribble’ comment, but the More Than an Athlete movement he spearheaded helped catalyze and inspire a new generation of athlete-led ventures. And it has been amplified by the growth of social media and the power it grants to an athlete who can communicate directly and more authentically than ever (for good and bad!) with their fanbase without third party interference. Without their messages being overly shaped or crafted. Today’s athletes understand their personal marketing potential so much more than their predecessors as they understand how to connect with their fanbases because they have genuine interaction with them on a daily basis.
“As a marketer, I generally prefer to work with athletes that are invested in supporting their venture as opposed to one solely interested in a paycheck. Those partners will go above and beyond to ensure it’s a success vs being governed by precise, nitpicky contractual terms and overprotective agents. And when today’s savvy consumer is quick to detect inauthenticity, a partner authentically promoting their own venture, something they genuinely care about and are passionate about, is far better received by the modern fan.
“Brands still play an integral and meaningful role in this athlete-led marketing environment. Look at the way that a star like Ant Edwards has built his empire – he is all about his social audience and his Year Five documentary is best-in-class athlete-led storytelling. And he has incredibly authentic brand partners that fit naturally into his story and the Ant-Man ecosystem in a way that positions them favorably to his young fanbase.
“That said, supporting a talent-led brand is not without its challenges and there is some risk you need to be comfortable taking. You may need to relinquish some of the control you typically have over messaging and content. And for the Type-A marketing professional, that can be tough! But with genuine and thoughtful collaboration, it can be extremely rewarding for all involved.”
Beyond the Game: Athletes as Multifaceted Entrepreneurs and Storytellers
Alexandra Garcia, Vice President of PR, EAG Sports Management
Tyrann Mathieu via EAG Sports Management
“A Super Bowl champion and New Orleans native, Tyrann Mathieu has consistently used his platform to give back. He’s in the early stages of launching a youth-focused community center in New Orleans that will nurture creativity and self-expression outside of sports. He’s worked with brands like Old Spice and was a face of the NFL’s My Cause My Cleats campaign, but his priority has always been aligning with partners that reflect his purpose-driven ethos.
“Tight end for the Miami Dolphins, Pharaoh Brown is quietly reshaping what it means to be a modern athlete. He’s currently earning his pilot’s license, reflecting a mindset rooted in discipline, freedom, and precision. Off the field, he owns and operates a luxury vacation rental in Tulum, Mexico, and is deeply focused on building sustainable business ventures that extend well beyond football.
“Former NFL linebacker turned on-air personality, Jason Cabinda is a fluent French speaker, golf enthusiast, and passionate storyteller. He’s hosted his own docuseries (The Turnaround), recently launched a podcast around golf and culture, and is emerging as a crossover media talent. Jason’s unique combination of athletic credibility and media savvy makes him an ideal voice for brand partnerships that want more than a logo placement.”
Elevating Sports Marketing: Diageo’s FIFA 2026 Partnership Embodies Cultural Connection and Fan Engagement
Cristina Diezhandino, Chief Marketing Officer, Diageo
“We are proud to deepen our partnership with sports by bringing our unmatched portfolio to toast the FIFA World Cup 26. Football is the world’s biggest sport and with this tournament set to be the biggest in its history, we see this as a unique opportunity to celebrate with fans in new and meaningful ways.
“As we partner with FIFA for this historic tournament, Casamigos, Don Julio, Buchanan’s, Johnnie Walker, and Smirnoff will be at the forefront of fan-focused celebrations across all 16 host cities in Canada, Mexico, and the USA. Celebrating the spirit of football that unites us all, this partnership is a fantastic opportunity to remind fans to celebrate and drink responsibly, and further cements our iconic brands at the centre of cultural moments.
“Building on its history of championing sports, Diageo will leverage its iconic brands and historic creative marketing capabilities to engage fans through activations, on-the-ground initiatives and retail campaigns, all highlighting responsible drinking and community celebration.”
