Sports stars are increasingly taking charge of their media presence while still active in their careers, moving beyond traditional media channels. Figures like Harry Kane, Cristiano Ronaldo, and Travis Kelce are actively managing their personal brands to connect with fans and monetize their influence.
This trend allows them to maintain control over their narratives and engage audiences directly through new media ventures, bypassing conventional networks and partnerships that were once essential for post-career transitions.
New ventures exemplify this shift. Kane’s Cleats Club, a soccer-centric messaging app, and Ronaldo’s UR Cristiano YouTube channel enable direct interaction with fans while generating new advertising opportunities.
Brands now have more direct access to audiences loyal to these stars, drawn by the stars’ personal brands rather than affiliations with teams or leagues. As athletes launch independent platforms, they become key players in crafting their public personas and attracting sponsorships outside traditional broadcasting channels.
Historically, athletes waited until retirement to build media careers, often through commentator roles or ambassadorships. However, athletes today, like Kelce with his Wondery podcast deal, can create independent media properties that attract commercial sponsorships and offer flexibility.
As Karin Kildow from CCG Social notes, the shift is toward individuals controlling their own narratives rather than depending on media companies. This model is empowering athletes to build brand-focused ecosystems that thrive on direct fan engagement.
How Sports Stars Like Ronaldo and Kane Are Redefining Media with Direct-to-Fan Ventures
Ronaldo’s YouTube venture exemplifies the potential reach of this model. His channel broke records, drawing millions of subscribers almost immediately. Managed by Dentsu Creative Iberia, Ronaldo’s YouTube strategy involves consistent content production and strategic brand placement, illustrating how top athletes can leverage massive social followings to secure advertising deals.
The channel’s rapid growth highlights the demand for athlete-driven content that caters directly to fans without intermediaries.
Kane’s Cleats Club further illustrates the direct-to-fan trend by providing an exclusive communication platform for fans. The app enables fans to interact with Kane and other players in a moderated, fan-friendly space that’s free from the “toxicity” of larger platforms.
With commercial sponsorships already in place, Cleats Club seeks to attract more advertisers looking for authentic engagement with fans, particularly younger audiences. The app’s controlled interaction model prioritizes safety and curation, distinguishing it from mainstream social media.
These athlete-led media ventures reflect a larger industry shift where the lines between sports, media, and marketing are increasingly blurred. Agencies and brands are closely watching this evolution, as consistent, engaging content will be vital for maintaining fan loyalty and attracting sponsorship.
As sports stars like Ronaldo expand these media presences, they must sustain engaging content to keep fans interested long-term. Success in this new model hinges on athletes’ ability to continuously create compelling content, reinforcing the connection between personal brands and dedicated fan communities.
