The rise of the athlete creator
Today’s athletes aren’t just competing on the field, they’re producing content, building audiences, and monetising their personal brands across digital platforms.
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.
New Sports Industry Networking Event!
After the success of our debut “Happy Hour” sports industry networking in Melbourne we’re teaming up again with MEE Agency to bring the vibes to Sydney.
Event details
Date: Thursday 7 August
Time: 3:00pm - 6:30pm
Location: Sydney
Venue: Hotel CBD, 52 King St, Sydney
Tickets: $25 - tickets on sale from 9am Friday - visit Noticesports.com.au
What to expect: an afternoon/evening of post-work casual drinks in a fun, informal and welcoming setting.
Who should attend? We’re bringing together a mix of professionals from across the sports ecosystem including rights-holders, brands, agencies, media, government, education and suppliers - so if you’re looking to connect with like-minded people across the sports industry, then this is the place to be.
…Don’t live in Sydney but interested in attending an event? Don’t worry, more events are likely to follow.
Interested in an event partnership? Get in touch with Matt (Founder, Notice) or Steph (Co-Founder & Director, MEE Agency). We’d love to chat!
Melbourne Football Club welcomed Swedish electric performance car brand Polestar as a Major Partner ahead of the 2025 AFLW season - Polestar’s logo will be displayed across the Dees’ playing, training and travel shorts
Collingwood FC Community Foundation announced medical equipment provider LiveLife Alarms as an official supporter of its community programs
NSW Swifts announced ice cream brand Mr. Whippy has joined the Club as a Major Partner until the end of 2028 (the brand’s first partnership with a female sports team)
Sydney Roosters and Victoria Bitter (Asahi Beverages) renewed their partnership for 5 more years
Adelaide 36ers teamed up with Bleasdale Vineyards which signed on as the club’s Official Wine Partner
Adelaide 36ers also entered into a new partnership with TAFE SA to shine a light on the affordable, quality vocational education and training opportunities on offer in South Australia
Melbourne Victory announced a partnership with Superdry in the lead up to its friendly match against Wrexham AFC (Superdry also recently became a partner of Melbourne Storm)
Stanley 1913, the global lifestyle brand known for its innovative food and drinkware, became Sydney FC’s Official Hydration Partner ahead of the 2025-26 A-Leagues season
Central Coast Mariners revealed sportswear manufacturer O’Neills as its Official Merchandise and Kit Supplier, as part of a multi-year deal
Adelaide United and Kite Property strengthened their long-standing partnership with a new front-of-shirt sponsorship deal
It was reported that NRL bosses Peter V’landys and Andrew Abdo have flown to the US for talks with DAZN, Amazon and Netflix as they chase a multibillion-dollar long-term broadcast rights deal
Sports Entertainment Network announced the return of the Legends Game and Four’n’Twenty as the Naming Rights Partner - the match is set to take place at Marvel Stadium in August, raising money for prostate cancer
Australian cricket captain Pat Cummins is set to appear in a new animated kids cartoon series called Snick and Willow, which is centred around two cricket-loving characters on a mission to inspire a love for the sport
Collingwood and Gold Coast SUNS fans were treated to an off-field show at last week’s clash at People First Stadium
The AFL launched a new feature in its PlayHQ platform to help leagues, clubs, players and families manage concussion across community football
SailGP unveiled its offering of ticket and fan experiences for its inaugural Oracle Perth Sail Grand Prix presented by KPMG event in January 2026, where 15,000+ fans are expected to attend the two-day event
Ahead of the release of the Happy Gilmore 2, Callaway Golf unveiled a new limited edition Odyssey hockey stick putter and golf balls with distinctive visuals and popular quotes such as “just tap it in,” and “it’s all in the hips.”
Wrexham AFC celebrated the launch of Wrexham Lager in Australia by hosting a fan meet-and-greet at BWS Paddington in the lead up to its Sydney FC clash
Uber became the Official Rideshare and On-Demand Delivery Partner of LA28 Olympic and Paralympic Games and Team USA
The rise of the athlete creator
The line between athlete and creator is increasingly blurred. Today’s athletes aren’t just competing on the field, they’re producing content, building audiences, and monetising their personal brands across digital platforms.
From Instagram and TikTok to YouTube, podcasts, newsletters and subscription platforms like OnlyFans, many are embracing the creator economy to showcase their personalities, passions and off-field talents.
As they share cooking tutorials, fashion content, or behind-the-scenes moments, they’re becoming lifestyle influencers, entrepreneurs and media producers in their own right, reaching fans directly, bypassing traditional media.
Australia’s biggest sports stars have millions of online followers
Take Instagram for example:
David Warner (10.7m)
Steve Smith (3.9m)
Ellyse Perry (2.6m)
Pat Cummins (3m)
Daniel Ricciardo (9.6m)
Sam Kerr (1.7m)
Nick Kyrgios (4.2m)
Oscar Piastri (4.5m)
Ben Simmons (7.2m)
Liz Cambage (1.2m)
etc.
Many Australian athletes also have significant social media followings that are often larger than the teams they the clubs and codes they represent:
Bailey Smith (377k) > Geelong Cats (263k)
Christian Petracca (539k) > Melbourne Demons (164k)
Josh Addo-Carr (313k) > Parramatta Eels (253k)
Nathan Cleary (450k) > Penrith Panthers (404k)
Helen Housby (192k) > NSW Swifts 81k
Emma McKeon (245k) > Australian Dolphins Swim Team (76.7k)
Ellyse Perry (2.6m) > Aussie Women's Cricket Team 272k
Chloe Molloy (25k) > Sydney Swans AFLW 21k
Charlotte Caslick (178k) > Wallaroos 50k
Etc.
A recent report from MKTG Sports + Entertainment showed that Gen Z are 20% more likely to support athletes who show their personality outside of the sport.
Take Christian Petracca’s social media accounts for example - His AFL/Lifestyle-themed Instagram account has 179k followers, but his recipe-focused Instagram has substantially more (539k followers) which has allowed him to generate revenue via brand partnerships with the likes of My Protein, Cobram Estate, YoPro, Primo, Continental, Woolworths.
Food-themed content is proving popular among Australian athletes
Dolphins player Jack Bostock has been showing-off his cooking skills on his “Bossy Cooks” TikTok
North Melbourne player Cam Zurhaar has created his “Bullscooking” channel on Instagram and TikTok
NSW Swifts player Teigan O’Shannassy has adopted an entrepreneurial spirit and launched a nutrition consulting side-hustle called "Tossed Together”
Related: Teigan O'Shannassy's new nutrition-focused side-hustle
Popular platforms such as Instagram, TikTok and podcasts have successfully helped current and ex-athletes build large, loyal followings which have morphed into standalone brands and media startups.
Some examples worth noticing:
Dylan Buckley (Clubby Sports)
Denan Kemp (Bloke in a Bar)
Dan Gorringe (Dan Does Footy)
Will Schofield (BackChat)
Tommy Sheridan (Ausmerican Aces)
Tom Mitchell, Josh Giddey, Patty Cripps, Lachie Neale, Erin Phillips (Ball Magnets)
Etc.
Athletes are finding new channels to engage directly with their audiences
Athletes launching YouTube channels
Although YouTube is one of the largest platforms on the planet, its athlete presence appears limited compared to rival platforms.
But this trend may be set to change…
Cristiano Ronaldo launched his YouTube channel last year - Within 90 minutes, the Al Nassr forward had broken the world record by becoming the fastest channel to hit 1 million subscribers. He now has 76+ million and counting.
YouTube has emerged as a popular platform for golf content, with professionals, instructors, and everyday players creating videos that make the sport more relatable and inclusive. Channels like Rick Shiels Golf (2.98m subscribers), Good Good Golf (1.86m subscribers), and Bob Does Sports (1.1m subscribers) attract millions with tutorials, vlogs, and challenges. Pro-golfers like Bryson DeChambeau (2.1m subscribers) are embracing the platform, growing large online followings and becoming creators in their own right.
Last year MrBeast (413m subscribers) created a series of sports competitions featuring the world’s biggest athletes such as Tom Brady, Noah Lyles, Bryce Harper, Bryson DeChambeau and Cristiano Ronaldo.
While many Australian athletes have been slow to embrace YouTube, a few are leading the way
Olympic diver Sam Fricker has built a massive following on YouTube, boasting 5.85 million subscribers on his channel.
More recently, two major AFL & NRL stars have launched their own YouTube channels in partnership with Prince Sports & Entertainment:
These moves signal a growing appetite among Aussie athletes to connect directly with fans and build their personal brands through long-form content.
Are there any other Australian athlete YouTube channels worth noticing?
Paid subscription platforms
Digital platforms are emerging to help reshape the way fans and brands connect with their favourite sports stars, offering more direct, authentic and exclusive experiences.
Through subscriptions and one-off payments, fans and businesses can gain access to behind-the-scenes content, personal messages, live experiences, real-time interactions, and virtual meets ups with their favourite athletes - no matter where they are in the world.
These platforms are particularly appealing to superfans and are designed to give athletes a bigger share of earnings from their online presence, offering a more profitable alternative to traditional social media platforms.
Swysh, Pickstar and FAN+ enable fans to purchase a personalised “shoutout” from Australia’s biggest sports stars.
Related: The rise of the athlete-to-fan category
Athletes on OnlyFans
OnlyFans, a platform well-known for its X-rated roots, is moving towards the mainstream and sports is part of the plan.
There’s an ongoing tug-of-war between content creators (e.g. athletes) who produce online content and the platforms that distribute it over how much of the commercial return each party should receive.
OnlyFans’ generous revenue-sharing model has helped attract high-profile athletes to its platform by enabling them to offer exclusive content behind a paywall, for a subscription fee - It provides athletes with 80% of the fee. Notable names like Nick Kyrgios, Liz Cambage, and Douglas Costa have joined the platform.
Nick Kyrgois has a partnership with OnlyFans and is starring in a new pickleball-based reality TV series called "Smash City" on OnlyFans TV, alongside reality TV personality Sophie Stonehouse and adult film star Rachel Starr.
Related: The rise of athletes on OnlyFans
The emergence of newsletters
Some of the world’s biggest athletes have started launching their own newsletters through platforms such as Beehive.
NFL Legend Tom Brady has his own newsletter called “199” where he shares his personal code for mindset, motivation, and mastery
Milwaukee Bucks player Kyle Kuzma launched his "Kuz Kontrol" newsletter to share his life with fans
Denver Nuggets player Russell Westbrook who has become well known for his fashion-sense over time launched his own fashion-themed newsletter called “Word of Westbrook”
The untapped potential of LinkedIn
LinkedIn isn’t as saturated with athletes as platforms like Instagram, TikTok, or X, and that’s exactly what makes it powerful for athletes looking to stand out and get noticed.
There are signs that LinkedIn can become a platform that athletes use to build their personal brands especially as the line between athlete, entrepreneur, and creator continues to blur.
Daniel Ricciardo and Ash Barty previously using LinkedIn to activate their partnerships with Optus is a prime example of how athletes can leverage the platform in less saturated, more strategic ways.
Both Ricciardo and Barty used LinkedIn to announce their roles with Optus, not just as brand ambassadors, but in uniquely framed positions:
Daniel Ricciardo (447k followers) = Chief Optimism Officer, Optus
Ash Barty (108k follower) = Chief of Inspiration, Optus
Rather than a flashy ad campaign on Instagram, the LinkedIn posts allowed them to:
Frame the partnership as a strategic collaboration
Speak to business values, like optimism, leadership, and national identity
Reach a professional audience
More recently, Pat Cummins used his LinkedIn to announced he’s joined Snick and Willow.
The benefit to sports
The benefits of the increased online athlete presence flows through to teams, leagues and sports as star athletes help attract attention and new fans.
This is most evident in global sports and at the extreme end where superstars such Cristiano Ronaldo and Lionel Messi attract mass-attention and commercial returns wherever they go (team or platform).
The signing of Babar Azam generated unprecedented levels of engagement across the Sydney Sixers’ social media channels
In the week of his signing alone, the Sydney franchise accumulated close to 1 million engagements across their TikTok content - more engagements in that week than they had amassed in the entire history of the account to date.
Indeed, Babar is big news. His 5,000,000+ following across Instagram is testament to this.
Related: A blueprint for leveraging star signings
Golf is successfully embracing the creator economy
Traditionally, golf-viewership has tended to skew older, but its gaining popularity on platforms where the age distribution is on the younger side.
Online creators are helping drive golf’s popularity in Australia and across the world, connecting the game to new audiences and future generations.
The PGA TOUR recently launched:
The "Creator Classic" in 2024 which brought together the best of golf's digital creators (16 in total) to play during the week of the TOUR Championship (it announced an expanded series in 2025)
The "Creator Council" made up of popular content creators/brands who will meet regularly with the PGA TOUR to develop shared strategies for content development and fan engagement
Also:
LIV Golf recently announced a new strategic partnership with the world's "most-followed" YouTube golfer Rick Shiels (2.98m subscribers) who is set to produce content at all 14 events in 2025
LIV Golf Adelaide 2025 used local content creators such as "Shepmates", "Marmalade" and "Those Carter Boys" to help showcase the fun and festive event experience (Dom Dolla and FISHER who have social media followers in the millions did the same)
The rising popularity of golf’s is evident in Australia
Participation stats from Golf Australia from 2023/24 show:
3.8m Australian’s played golf
1m+ played golf at an off-course facility
Data from Gemba shows:
Interest in LIV Golf Adelaide has risen to 16.5% of Australians
Interest in Golf in Australia has climbed to 19.5%
LIV Golf Adelaide 2025 reached a record-breaking attendance of 102,000+ fans, and in 2024 it had a broadcast global household reach of 500m+ across 80 territories.
Many sports leagues and teams are recognising the power of the creator economy, and are implementing initiatives to leverage it
The NBA recently hosted its 4th edition of the “PlayStation NBA Creator Cup” bringing a fresh clash of top creators and viral stars to the court with live coverage on YouTube and the NBA App
Juventus launched the “Juventus Creator Lab” - a multi-functional space which aims to foster a closer connection between digital creators and Juventus’ communication department (includes editing, production and press offices, plus several studios - video below)
The NFL opened up its 'Access Pass Program' (aka access to game footage) to a select group of content creators so they can craft original content using the NFL’s officially approved footage
Adobe became the ‘Official Creativity Partner’ of the National Women's Soccer League, providing players with access to brand building workshops, creative & digital marketing tools, personal brand training sessions and connecting them to marketing experts
In 2023 Major League Soccer and TikTok entered into a multiyear partnership and launched a ’Club Creator Network’ where TikTok creators are paired with MLS Clubs to create exciting content during the regular season and off-season
Athlete creators help build connections with Gen Z
The athlete creator economy enables sports to extend into new channels and reach new audiences in a more relevant way.
Online content is often the entry point (top of funnel) for younger fans - A previous survey from Deloitte found that 90%+ of Gen Z fans use social media to consume sports content.
In addition, a recent report from MKTG Sports & Entertainment ound:
Gen Z are 2.7x more likely to follow an athlete and 8x more likely to follow a content creator vs. Gen X
Gen Z consume a lot more short-format content, meaning they have a capacity to consume more sports than older generations, but they are harder to keep engaged
Key takeaway
The profile of the modern athlete is no longer confined to the field of play. They are creators, entrepreneurs, and cultural influencers, reaching millions and driving commercial outcomes across the digital ecosystem. As platforms evolve and audiences fragment, the athletes who embrace content creation are not just building personal brands, they’re shaping the future of sport itself.
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Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.