Not a Prop Bet: Power Moves & Purpose Plays
From athlete safety to youth innovation, this week is about protecting the culture and rewriting the playbook.
This week’s Unwrapped is a reflection on power: who has it, how it’s used, and what it means to claim your voice in a culture that too often forgets athletes are people first. From disturbing fan behavior to historic NIL shifts and youth-led brand launches, this edition is about recognizing the game beyond the game. Whether you’re a high schooler with a dream or a global leader investing in women’s sports, your story - and how you choose to tell it - matter.
🛑 When the Crowd Crosses the Line
We need to talk about what’s happening at the intersection of sports, betting culture, and online behavior, because it’s spiraling.
This week, MLB star Ketel Marte was heckled by a fan who taunted him about his deceased mother - to the point that he was brought to tears on the field. (The fan was ejected from the game and banned by MLB.) Just a few weeks before that, Olympic medalist Gabby Thomas was interrupted during a track meet by a FanDuel bettor who tried to influence the outcome of her race, heckling her as she competed.
This isn’t just trash talk. It’s a breakdown of basic humanity.
As online-first interactions shape more of our culture, fans are starting to lose sight of the line between the athlete and the avatar. People consume athletes like content—scrolling, betting, reacting—forgetting that these are real people performing under real pressure in front of millions.
When you add sports betting into the mix, the entitlement multiplies. Fans don’t just hope an athlete performs well—they expect it and feel entitled to it. And if those expectations aren’t met, some feel emboldened to lash out, online and in person. We’ve gone from being supporters of athletes to demanding stakeholders in their every move. That’s not fandom, it’s exploitation.
This is bigger than a few hecklers. This is a cultural shift that’s redefining the in-person sports experience, and not in a good way.
For athletes, this creates a dangerous new reality. They’re expected to be accessible 24/7, ignore hate, block out noise, and perform flawlessly—all while being the face of a brand, the target of bets, and sometimes, the punching bag for frustrated fans.
And let’s name this clearly: Black athletes, in particular, are navigating this double pressure. They’re expected to entertain, to endure, and to do it all with grace, regardless of what’s being thrown at them.
As someone who works at the intersection of sports, branding, and storytelling, I’ve been thinking deeply about how athletes are expected to build their platforms and withstand the weight of them. The truth is: branding doesn’t work without boundaries. Athletes don’t owe anyone access to their pain, their personal lives, or their peace.
The industry needs to do more than just “condemn behavior.” We need:
Stronger in-venue enforcement policies
Banning power that protects players, not profits
Education around digital ethics for fans
And most importantly, real accountability when the line is crossed
Because if we don’t draw the line now, we’re going to lose the humanity that makes sports beautiful in the first place.
Athletes are people. Not parlays. Not props. Not punching bags.
And it’s time we start acting like it.
🌍 Malala Launches a Fund for Women’s Sports
Nobel Peace Prize winner Malala Yousafzai is stepping into the sports world—and doing it with intention. She’s launched "Recess," a fund dedicated to supporting women’s sports globally, in partnership with brand strategist and sports marketing veteran Fara Leff.
This is a powerful reminder that sports are a tool for empowerment, education, and visibility—and that investing in women’s athletics isn’t just a social good, it’s a smart business move. Malala’s global credibility and commitment to education make her an ideal advocate to help elevate the game for women everywhere.
As we see more intersection between activism and athletics, this move reinforces a message I’ve always believed in: sports are a platform, and that platform can change lives.
👟 High School Hustle: Earl Monroe Students Launch Clothing Brand
At Earl Monroe New Renaissance Basketball School in NYC, students aren’t just learning how to play; they’re learning how to build.
In a recent spotlight on Good Morning America, students launched their own clothing brand, complete with designs, messaging, and an entrepreneurial rollout. What’s most inspiring? They’re treating brand-building as part of the athletic journey, not a side hustle.
This is exactly the kind of education The Gifted Collective advocates for—teaching young athletes how to tell their stories, monetize their ideas ethically, and show up as more than a player.
Their message is clear: we’re not waiting for opportunities—we’re creating them.
🗞 NIL News to Watch
The NIL landscape is evolving at lightning speed—here are four key developments to stay on top of:
Michigan Pushing Back on NCAA Enforcement: State Representative Joe Tate introduced House Bill 4643 to prohibit universities and governing bodies from limiting Michigan student-athletes' NIL rights . If passed, it would block schools from reporting deals to clearinghouses or enforcing NCAA policies, marking a major challenge to centralized oversight and giving athletes more direct agency.
Texas A&M Plans $18M in Revenue Sharing Across Six Sports: In preparation for the House v. NCAA settlement rollout, Texas A&M has announced it will distribute $18 million this year to athletes across football, men’s and women’s basketball, baseball, softball, and volleyball. This structure, along with a $20.5 million annual cap on payouts, sets a blueprint for how power-conference programs may allocate funds.
Collegiate Economics Are Changing: As schools prepare for revenue sharing, several institutions are adjusting budgets and staffing to support the new athlete compensation model. For instance, Texas A&M is reportedly planning nearly $10 million in budget cuts while increasing athlete pay.
Final Thoughts
This week’s stories aren’t just updates, they’re signals. From Malala investing in the future of women’s sports to students taking control of their futures and athletes demanding basic human respect, the message is clear:
You are more than what people expect of you.
Until next time,
Andrea