🏟️ The Athletes Evolving Sports

Together with

Welcome to the second of three special edition Sports Industry Weekly newsletters, as we recap the year 2024 across the sports industry.

The Athletes Evolving Sports:

Athletes are no longer just competing on the field or court; they are reshaping the entire sports industry.

In 2024, these trailblazers have pushed boundaries, from building global brands to inspiring cultural shifts and leading innovation.

Here’s how they’ve redefined what it means to be a game-changer.

CAITLIN CLARK:

🏀 Caitlin Clark’s dynamic presence has redefined what’s possible for women’s basketball.

As a collegiate superstar turned WNBA Rookie of the Year, her record-breaking performances and electric style of play generated $36 million in revenue for the city of Indianapolis, helped the Indiana Fever increase their overall attendance by 319% compared to last season, and boosted the league’s merchandise sales by 450%, led by the sales of her jerseys.

Clark’s first playoff game was also the most-watched WNBA playoff game ever, with 1.8 million viewers, and she wrapped up the year by being named Time's 2024 Athlete of the Year.

TRAVIS HUNTER:

🏈 Travis Hunter was the most exciting player in college football on both sides of the field this season.

He won the Heisman Trophy while maximizing NIL opportunities with brands like Adidas, United Airlines, NerdWallet, and Celsius. He was also one of three cover athletes for the return of the College Football 25 video game.

Hunter demonstrated his energy and creativity off the field as a trailblazer for athlete-creators who produce content, stream, and had internet-breaking moments by collaborating with creators like Kai Cenat.

LEBRON JAMES:

🏀 In his 22nd NBA season, LeBron James continues to dominate on the court while building a business empire off it.

In the past year, he carried the flag for Team USA and led Team USA Basketball to an Olympic gold medal, starred in Netflix’s "Starting 5," and launched his "Mind The Game" podcast with JJ Redick.

James also signed partnership deals with Fanatics, Louis Vuitton, Hennessy, and DraftKings, all while still managing his portfolio of businesses and investment companies.

Oh yeah, he also became the first ever NBA father-son duo to play on the same team.

SIMONE BILES:

🥇 Simone Biles returned to the world stage with a stunning Olympic performance, adding more gold medals to her record-setting career, as her 38 total medals make her the most decorated gymnast in history.

As an advocate for mental health and resilience, she continues to push boundaries and redefine what it means to be an athlete in today’s world.

Biles is a role model for young athletes everywhere, as she has shown them that it is possible to be a successful athlete and still prioritize mental health.

SHOHEI OHTANI:

⚾️ Shohei Ohtani’s two-way dominance reached new heights in 2024 as he led his team to a World Series title.

As MLB’s biggest global star, his impact on the sport’s growth—particularly internationally—has made him a once-in-a-generation talent and ambassador for baseball.

Ohtani led the league in jersey sales, helped the Dodgers lead the league in stadium attendance, and was a reason MLB's global viewership increased by 18%, all while winning MVP and his third AP Male Athlete of the Year award.

JAKE PAUL:

🥊 Jake Paul has blurred the lines between creator, entertainer, athlete, and entrepreneur.

From headlining boxing matches to launching his own creator-focused ventures like his men’s body care brand W, he’s proving that athletes can reshape how fans engage with the sports world.

His production company, Most Valuable Promotions, produced the most streamed global sporting event ever, as Paul earned over $40 million from his boxing match against Mike Tyson.

PATRICK MAHOMES:

🏈 Patrick Mahomes cemented his legacy with a third Super Bowl MVP in 2024 while expanding his impact beyond the field.

As an investor and entrepreneur, he has leveraged his platform to create opportunities in sports, business, and community development, inspiring the next generation of athletes.

Mahomes launched his ready-to-drink Throne Sport Coffee brand earlier this year and has more than a dozen brand partners, including adidas, Oakley, State Farm, and T-Mobile.

He has also built an impressive investment portfolio as a sports owner, taking minority stakes in MLB's Kansas City Royals, MLS's Sporting KC, the NWSL's Kansas City Current, and the Alpine F1 team.

He is also bidding with the WNBA to bring the league’s next franchise to Kansas City, and his alma mater, Texas Tech, was named an adidas Patrick Mahomes school this season.

ILONA MAHER:

🏉 Ilona Maher helped deliver the U.S.'s first Olympic rugby medal, a bronze at the 2024 Paris Games, while also becoming America’s favorite viral athlete as her 7 million social media followers fell in love with her Olympic content.

Known for her humor and upbeat personality, she further captivated audiences by appearing on Dancing With the Stars, blending athleticism with entertainment and broadening the reach of women in sports.

Maher was also named as one of the few athletes on the Time100 Next List and among the Top 10 Most Globally Marketable Athletes according to SportsPro.

ANTHONY EDWARDS:

🏀 Anthony Edwards has had a breakout year as one of the new faces of the NBA.

His adidas AE1 sneaker won Complex’s Sneaker of the Year award, he starred in Netflix’s Starting 5, and his Three-Fifths Media production company inked an unscripted TV deal with Wheelhouse to lead their sports content development.

Edwards was a star player and personality in the Paris Olympics, showcasing his charisma and marketability while solidifying his role as a key figure in basketball’s next generation.

SCOTTIE SCHEFFLER:

⛳️ Scottie Scheffler’s consistent performance on the PGA Tour has established him as a force in golf as the No. 1 ranked player in the world.

Winning multiple tournaments this year, including the 2024 Masters, he’s not just showcasing his skill but also helping drive the sport’s resurgence among younger audiences, blending tradition with a fresh perspective.

Scheffler was named the PGA Tour Player of the Year, his third consecutive award.

Off the course, Scheffler works with brands like Nike, TaylorMade, and Veritex Bank.

Start learning AI in 2025

Everyone talks about AI, but no one has the time to learn it. So, we found the easiest way to learn AI in as little time as possible: The Rundown AI.

It's a free AI newsletter that keeps you up-to-date on the latest AI news, and teaches you how to apply it in just 5 minutes a day.

Plus, complete the quiz after signing up and they’ll recommend the best AI tools, guides, and courses – tailored to your needs.

Sign up to start learning.

Get Your Team Booked on 3.8 Million Podcasts Automatically

It's 2025. Want to finally be a regular podcast guest in your industry? PodPitch will make it happen. Even the beehiiv team uses it!

The best way to advertise isn't Meta or Google – it's appearing on podcasts your customers love.

PodPitch.com automates thousands of weekly emails for you, pitching your team as ideal guests.

Big brands like Feastables use PodPitch.com instead of expensive PR agencies.

Get your FREE personalized demo!