Athletes Aren’t Just Players—They’re Businesses
Let’s cut through the noise—athletes aren’t just part of a team; they ARE the business.
When fans buy tickets, jerseys, and streaming subscriptions, they aren’t doing it for the owners. They’re showing up for the players. The star power, the game-changing plays, the larger-than-life personalities—that’s what brings in the money.
Yet, despite athletes being the biggest revenue drivers, many don’t realize just how much power they hold when it comes to the business side of sports.
So, let’s break it down: How exactly do athletes make teams money? What can they do to maximize their value? And why is it time they take more control over their financial future?
1. Ticket Sales: Butts in Seats, Dollars in Pockets
You think fans are paying premium prices to see the team owner sit in a luxury box? Nope.
They’re buying tickets to see the players perform. The bigger the star, the higher the demand. And that demand means teams can charge more for seats, boost season ticket memberships, and even negotiate better deals with cities for stadiums and renovations.
📌 Example:
- When Lionel Messi joined Inter Miami, ticket prices skyrocketed by over 1,000% for some games.
- When LeBron James returned to Cleveland in 2014, the Cavaliers’ season ticket sales sold out instantly.
- When Tom Brady signed with the Buccaneers, Tampa Bay went from struggling to fill seats to selling out almost every game.
🔥 Action Tip: Athletes should pay attention to their impact on ticket sales. If your presence is significantly boosting attendance, leverage that in contract negotiations and endorsements.
2. Jersey & Merchandise Sales: Athletes as Walking Brands
A team’s jersey sales don’t explode because of the logo on the front—it’s the name on the back that matters.
📌 Fact:
- In 2018, Cristiano Ronaldo’s Juventus jersey sold over $60 million worth of units in 24 hours after his transfer.
- When Patrick Mahomes won his first Super Bowl, his jersey became the best-selling NFL jersey for the next two years.
- WNBA star Caitlin Clark saw her college jersey become the top-selling women’s jersey ever.
But here’s the catch—not all athletes get a fair cut of these sales. Many leagues and teams take the bulk of the revenue from merchandise, leaving athletes with only a small percentage of what their name actually generates.
🔥 Action Tip: Athletes should negotiate better revenue-sharing deals or create their own personal brands and merchandise lines to cash in on their popularity.
3. TV Deals & Streaming: The Athlete Effect
Networks pay billions for broadcast rights, but they’re not paying for the team itself—they’re paying to air athlete-driven entertainment that fans can’t miss.
📌 Example:
- The NBA signed a $24 billion TV deal because people want to watch players like Stephen Curry and Giannis Antetokounmpo.
- The NFL’s $110 billion TV rights deal is driven by quarterbacks like Patrick Mahomes and Josh Allen keeping fans glued to screens.
- When Serena Williams played her last US Open match, it became ESPN’s most-watched tennis broadcast ever.
Without superstar athletes, there is no TV deal.
🔥 Action Tip: Athletes should leverage their viewership impact to negotiate better contracts, appearance fees, and endorsements.
4. Sponsorship & Brand Deals: The Athlete Economy
Sponsors don’t cut massive checks for teams just because of the franchise itself—they do it because of the athletes associated with it.
📌 Example:
- Nike’s $1 billion deal with the NBA isn’t just for the league—it’s because of players like Kevin Durant, Luka Dončić, and Jayson Tatum wearing their gear.
- Coca-Cola’s partnerships with FIFA aren’t about the organization—they’re about players like Messi, Neymar, and Mbappé bringing global visibility.
The more an athlete elevates a team’s brand, the bigger the deals get. But again, not all athletes get their fair share of these sponsorship profits.
🔥 Action Tip: Instead of just being part of a team sponsorship, athletes should negotiate personal deals or equity stakes with brands.
5. Playoff Runs & Championships: The Billion-Dollar Boost
Winning isn’t just about trophies—it’s about money.
📌 When a team wins:
- Ticket prices increase.
- Merch sales skyrocket.
- Sponsorship deals become more lucrative.
- TV ratings go up.
📌 Example:
- After the Golden State Warriors’ dynasty run, their team valuation shot up to $7 billion—the most valuable NBA franchise.
- When the Kansas City Chiefs won the Super Bowl, their sponsorship revenue increased by 30% the following year.
And who made it happen? The athletes.
🔥 Action Tip: Athletes should push for playoff incentives and championship bonuses that reflect the revenue they generate for teams.
Why Athletes Need to Take Control of Their Value
For too long, athletes have been the biggest revenue drivers without getting their fair share. They bring in ticket sales, TV deals, sponsorship money, and merchandise revenue—but teams, owners, and leagues take the biggest cut.
It’s time for athletes to:
✅ Negotiate smarter contracts.
✅ Build their personal brands.
✅ Own their image and likeness.
✅ Leverage their star power for equity and investment opportunities.
Because at the end of the day, sports are nothing without the athletes.
Take Control of Your Career & Well-Being
Athletes are more than just players—they’re businesses, brands, and powerhouses. If you want to take full control of your career, start by managing your mindset, well-being, and financial future.
That’s why we created our Self-Care Journal for Athletes—a tool to help you track your progress, stay mentally strong, and strategize for long-term success.
📖 Get your journal here and take charge of your journey—because your value goes far beyond the game.