Today’s athletes are extending their influence far beyond competition, building careers and platforms across media, business, and community impact. This session explores how the next generation of athlete leaders is using storytelling, content, and strategic partnerships to create lasting value beyond the field of play. From creative pursuits and purpose-driven initiatives to athlete-led media platforms and new business ventures, the conversation will examine how athletes are becoming not just talent, but builders. Attendees will gain insight into how athlete-driven brands are taking shape, how media companies can better support those ambitions, and why the future of sports media will be shaped as much by entrepreneurship and ownership as by performance itself.