The traditional role of athletes.
Before the digital revolution, an athlete's role was typically limited to training, competing, and winning. Athletes had to rely on rightsholders and traditional media to amplify their events, results, and stories, including the ‘Who, What, Where, and When’ of their events and their broader stories.
Real-time sports information.
In the era of sports-as-entertainment, we get the ‘Who, What, Where, and When’ of sports in real time. This shift requires media outlets and opinion makers to explain the ‘Why,’ and that’s a whole different ball game! While pundits and columnists can only ‘poke, project, and provoke,’ athletes know their ‘Why’ better than anyone else. The commoditization of content creation and distribution enables athletes to delve into their own 'Why' and establish a direct, personal connection with their audience.
The rise of athlete creators.
The rise of the athlete creator, influencer, and entrepreneur has coincided with the shift from 'What' to 'Why.' Athletes, once relatively unknown or largely one-dimensional, are now evolving into more rounded, imperfect humans, activists, entrepreneurs, and investors who actively shape the future of sports. This transformation is not just changing the role of the athlete but also reshaping the industry, from how fans consume events to how they spend their well-earned cash.
The shift from "What" to "Why."
Genuine, long-term connections require distinctiveness, consistency, and ongoing visibility. Relying on winning for occasional exposure has always been an extremely fragile model. Building a better brand is a more viable, reliable, and valuable alternative because it will boost your independence, influence, income, and overall impact.