First-of-its-kind report reveals rise of athlete-owned media

Athlete-owned media is more than a trend; it’s an economic and cultural shift. By creating content and owning their own platforms, athletes are deciding which stories get told, expanding representation and bringing fans closer than ever. “Owning the Narrative,” a first-of-its-kind report from USC Annenberg’s Norman Lear Center, maps how this rapidly growing industry is redefining sports media and influence.

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