Published on The Happy Pineapple
The influencer economy is crashing into the world of sports — and it’s changing the game for everyone. From NIL-fueled college stars to pro athletes launching product lines and viral YouTube channels, the line between “creator” and “competitor” has officially blurred.
As the founder of The Happy Pineapple, I’ve seen this shift coming for years. And in 2025, it’s no longer a trend — it’s the business model.
Here’s why the rise of creator-athletes is the most important sports business movement of the moment — and how it’s opening up massive new lanes for monetization, marketing, and impact.
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1. The Creator-Athlete Is the New MVP
The modern athlete isn’t just training — they’re building a brand, a community, and a business.
Case in point:
- TikTok stars like Livvy Dunne (LSU gymnast) are pulling in seven-figure brand deals
- Athletes are launching their own training apps, wellness brands, and merch lines
- Social media reach is becoming just as valuable as stats on the field
Why it matters:
The athlete who controls their audience owns their future. This isn’t about follower counts — it’s about influence, access, and trust.
Brett’s Take:
This shift is empowering. Whether you’re D1 or Division None, your platform is your power. And we’re just getting started.
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2. NIL Deals Are Fueling the Youth Movement
Name, Image, and Likeness (NIL) isn’t just a college issue — it’s reshaping how young athletes approach their entire careers.
What we’re seeing:
- High schoolers with brand managers
- College athletes building six-figure personal brands before they ever go pro
- Schools creating content studios to help students grow their social presence
Brett’s Take:
This is more than a trend — it’s a talent pipeline with marketing baked in. Smart brands are partnering with athletes early and growing with them.
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3. Brands Want Authentic, Athletic Creators
Forget cookie-cutter ads. Brands are leaning into athlete-led content that feels real, performs well, and drives results.
What’s working:
- Vlogs that bring fans behind the scenes
- Creator-style storytelling that’s built for TikTok, Reels, and Shorts
- Sponsored content that doesn’t scream “ad” — it tells a story
Brett’s Take:
The era of polished, agency-driven spots is fading. Athletes who can create (not just post) have the leverage now.
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4. Sports Agents Are Becoming Creative Directors
Representation today means more than contracts — it means content strategy, brand development, and monetization consulting.
The modern sports agent is:
- Helping clients build YouTube channels and media platforms
- Collaborating with marketing teams and PR firms
- Building crossover opportunities in fashion, fitness, and entertainment
Brett’s Take:
This is opening up a new kind of sports business career. If you’ve got a creative eye and a strategic brain, there’s a seat for you at the table.
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5. Community Is the New Currency
The creator-athlete doesn’t just “broadcast” — they build communities.
Key platforms:
- Discord for fan hangouts
- Patreon and Substack for exclusive content
- Live Q&As, product drops, and pop-up events that drive real connection
Brett’s Take:
This is where loyalty lives. When fans feel like they’re part of your journey, you unlock true staying power — and serious business upside.
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Final Word from Brett Miller
The future of sports business isn’t happening in boardrooms — it’s happening on phones, in vlogs, and across communities where athletes are creators first and foremost.
Whether you’re building your own brand or backing someone who is, the creator-athlete era is full of opportunity. It’s personal, powerful, and wide open.
At The Happy Pineapple, I’ll keep covering this evolution — with stories, strategies, and behind-the-scenes takes that you won’t find anywhere else.
Level up your voice. Own your story. Create your edge.
— Brett Miller