All Athletes articles
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ArticleStria Sport brings aboard NBA’s Andre Drummond
76ers center Drummond takes an ownership position at Stria Sport, a Chicago indie basketball brand, also joining as Creative Director.
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ArticleCristiano Ronaldo, conglomerate
The footballer expands his business empire with a strategic acquisition through his newly formed CR7 Sports Investments.
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News briefsBabolat releases line of children’s racquets with Alcaraz
Five racquets designed specifically for children aged 4–13, inspired by the world number one’s signature gear.
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News briefs‘Magic’ Ari opts for Adidas Padel
The Catalonian athlete, who held top rankings in 2023 and 2024, switches brands after seven years with Head.
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ArticlePTPA seeking outside capital, per report
Players’ union explores $1bn raise to reshape tennis governance and commercial control.
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ArticleLA Lakers star launches direct-to-fan platform
Luka Dončić has launched 77X, an athlete-owned platform that controls IP and fan relationships—bypassing traditional brand partnerships through vertical integration.
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ArticleRamos-led consortium bidding for Sevilla FC
The Real Madrid legend’s consortium submits a €400 million letter of intent to buy into his first club
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News briefsLindsey Vonn’s Olympic comeback with a new partner brand
Healthcare apparel company FIGS enters elite athlete sponsorship with a strategic bet on Vonn’s return to competitive skiing after a five-year absence.
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News briefsOn Running signs padel’s number-one
On Running has signed Spanish padel star Arturo Coello, the world’s top-ranked player, to develop its first padel sneakers launching in summer 2027.
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ArticleFrom pitch to equity – The evolution of Lionel Messi
Messi eyes club ownership post-retirement whilst building a sports-tech investment portfolio through Play Time and production ventures.
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ArticleDjokovic exits Professional Tennis Players Association
Tennis star exits players’ association citing concerns over how his image has been used, marking end of activism chapter as he refocuses on brand values.
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ArticleASICS signs French tennis star Loïs Boisson
Ther Japanese brand adds World No. 36 to roster as it works to stabilize tennis partnerships following recent high-profile exits
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ArticleEva Lys joins Lacoste in major sponsorship move
German tennis player Eva Lys has signed with Lacoste following her breakthrough 2025 season, leaving Asics behind.
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ArticleOsaka exits Evolve agency
Osaka parts ways with boutique agency she built – raising questions about the future direction of her off-court ventures and her co-founder’s next steps.
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ArticleThe "Strava for motorsport" gets a footballer on board
Chelsea FC’s Trevoh Chalobah joins a $5M seed round for Track Titan, an AI-powered motorsport platform backed by elite sports and tech investors.
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News briefsLewis Hamilton named the most marketable athlete in the world
The SportsPro ranking is now in its 16th year.
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ArticleCristiano Ronaldo is the highest-paid football player
Lionel Messi takes the second spot and is the sole representative of Major League Soccer (MLS) in the ranking.
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ArticleBeckham x BOSS Shanghai Pop-Up
Beckham and BOSS debut their FW25 collaboration with an immersive pop-up in Shanghai, highlighting how Beckham’s fashion empire is expanding.
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ArticleArena new global campaign focuses on freedom and inclusivity
The swimwear brand celebrates swimming as a universal and inclusive activity.
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News briefsHyperice unveils Virgil van Dijk as an athlete ambassador
The announcement coincides with the launch of the Hyperboot by Nike x Hyperice in the UK, Europe and Canada.
