# Athletes as Media Companies

> Athletes build lasting brand partnerships through community pillars and authentic storytelling.
- Title: Athletes as Media Companies · Adweek | Shortify
- Summary: Athletes build lasting brand partnerships through community pillars and authentic storytelling.
- Keywords: atlanta dream, wnba, phoenix suns, reebok, community pillars, athlete partnerships, brand collaborations, authentic storytelling, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/how-athletes-are-becoming-the-media-companies-of-tomorrow
- Author: Adweek Staff
- Published: 2026-11-05T19:34:57+00:00
- Read time: 1 min
- Topics: atlanta dream, wnba, phoenix suns, reebok, community pillars, athlete partnerships, brand collaborations, authentic storytelling
## Community Pillars Framework
The Atlanta Dream uses three community pillars, growing basketball, empowering girls and women, and equity for all, to vet potential brand partners.

> The Atlanta Dream uses three community pillars, growing basketball, empowering girls and women, and equity for all, to vet every potential brand partner.
## Athlete Narrative Control
Athletes must control their own narratives and only partner with brands that feel personal to build lasting trust.

> Athlete partnerships thrive when athletes control their own narratives and only align with brands that feel personal.
## Pre-Contract Relationship Building
Reebok invests in trust before contracts by sharing experiences like family dinners and archive tours.

> Reebok invests time in getting to know athletes through experiences such as family dinners and archive tours before discussing commercial opportunities.
## Measuring Influence ROI
Marketers should track earned media value to measure return on influence from athlete partnerships.

> LaTecia explains why marketers should establish measurable kpis before an activation takes place using metrics such as earned media value to assess return on influence.
## Long-Term Commitment
Brands must demonstrate sustained commitment through ongoing communication and repeat collaborations.

> Shayne explains why brands supporting women’s sports must demonstrate a sustained commitment through ongoing communication repeat collaborations and genuine community engagement.
## Authentic Partnerships Framework
The Community Pillars framework helps teams vet partnerships that align with growing basketball, empowering girls and women, and equity for all.

> The Community Pillars framework teams can use to vet whether a partnership truly fits their identity
## Why Athletes Control Narratives
Naz Hillmon won’t partner with brands that don’t reflect her identity or feel personal to her audience.

> Naz explains why she won’t associate her name with brands that don’t reflect her identity and why her content needs to feel personal rather than scripted.
## Key takeaway

Athletes control narratives and partner with brands aligned to community pillars for lasting value.