All Athletes articles
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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.
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News briefsStanley 1913 partners with Caitlin Clark
The US-based hydration brand is teaming up with a rising basketball star for a limited-edition line launching in early September.
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News briefsCaitlin Clark is Nike Basketball's newest signature athlete
The brand is also unveiling Clark’s new signature logo.
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News briefs49ers running back McCaffrey joins While on earth
The NFL player has joined the young US-based performance brand as co-founder and investor to help shape its next growth phase.
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News briefsUnder Armour signs Ibrahima Konaté
After Rüdiger, Torres and Hakimi, Ibrahima Konaté joins UA’s growing roster of world-class players.
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ArticleThe Messi cam is back
We’ve gone from TV to streaming. Are we now to go from zones to players?
