Unwrapped: Ownership, Opportunity & WNBA Opening Week
From the WNBA season launch to athlete-owned merch and high school NIL, this week we’re talking about the business of sports—and the power of owning your platform.
The world of sports is changing fast. Athletes at every level are embracing ownership, agency, and influence in new ways. Whether it's a rookie entering the WNBA, a high schooler navigating NIL, or an NFL draftee challenging the status quo of merch sales, this new era is about more than talent—it's about strategy.
In this edition of Unwrapped, we're looking at the intersection of growth, branding, and impact—from season openers to social media. Let’s get into it.
🏀 Opening Week in the W: The WNBA Returns with Momentum
The 2025 WNBA season tips off this week, and it’s more than just a new schedule—it’s the continuation of a cultural shift.
This year’s rookie class includes some of the most dynamic players in recent memory: Paige Bueckers, Hailey Van Lith, and Aziah James. They’re stepping into the league with elite skill sets, large fan bases, and established brands. Meanwhile, sophomore sensations Caitlin Clark and Angel Reese return with even bigger expectations after rookie seasons that lit up headlines and social feeds. Their continued evolution will drive storylines and viewership all season long.
Off the court, the energy is just as strong. Players are landing major brand deals, launching apparel lines, and building media platforms. The WNBA itself is investing in fan engagement, with more primetime games, enhanced social coverage, and strategic collaborations that showcase the full personality of its players.
And in a clear response to the massive fan demand that carried over from last season, when some preseason games went viral through unofficial livestreams from fans inside the arenas, the league is stepping up access. All preseason games are now officially available via the WNBA app, and League Pass is offering a free preview to help new fans get connected from the jump.
This season is shaping up to be the league’s biggest yet, not just because of who’s on the court, but because of how the league is meeting the moment.
🧵 NFL Jerseys, Licensing & Athlete-Owned Merch: The Shedeur Effect
When Shedeur Sanders was drafted by the Cleveland Browns, fans flooded social media with a unified message: “We’re only buying his jersey from his site.”
Why? Because athlete-owned merch is more than a trend—it’s a movement toward financial independence.
Here’s how it works: NFL players typically sign licensing agreements through the NFL Players Association, allowing their name and likeness to be used on officially licensed merchandise, like jerseys, trading cards, and video games. While this brings major visibility, players receive only a percentage of the profits.
Shedeur Sanders, a savvy marketer in his own right, has built a personal brand that includes merchandise sold directly through his channels. For many fans, buying from Sanders means supporting the athlete directly, not just the league.
This moment reignites important questions: Who owns the brand? Who benefits from the sale? And what happens when athletes flip the script and become the retailers themselves?
More athletes are following suit—whether it’s Ashton Jeanty, who made headlines during the draft for showing up in Swarovski-encrusted Crocs and starring in an Opendoor commercial, or college players building Shopify sites to sell their gear. Athlete entrepreneurship isn’t just happening off the field—it’s starting to define what fandom looks like.
💼 State to State: What’s Next in NIL
As NIL (Name, Image & Likeness) legislation evolves, a new challenge is becoming clear: there’s no universal playbook. What’s allowed in Georgia may be restricted in Texas. Some states are leaning into athlete empowerment, while others are tightening up school oversight or implementing revenue-sharing models.
This fragmented landscape is creating confusion and opportunity. For high school and college athletes, understanding the rules where you live (and where you might transfer) is just as important as your stats. And for families and coaches, staying informed isn’t optional anymore—it’s a competitive advantage.
That’s where The Gifted Collective comes in. As we expand our training offerings, we’re helping student-athletes navigate this shifting NIL terrain with clarity and confidence. We’re not just talking about how to get deals—we’re talking about how to build lasting value, tell your story, and stay compliant without compromising your identity.
NIL is no longer the wild west—it’s a patchwork of rules that can elevate or derail your goals. And it’s moving fast. The future is being written in real time, from the Fair Pay to Play Act to recent NCAA hearings.
So, whether you’re a parent, an athlete, or a partner working in this space, ask yourself: Do you really know the rules where you are? And more importantly, do you have a strategy for what’s next?
📱 Social Media Tips for Young Athletes: What to Post, What to Skip
If you’re a young athlete today, your social feed is more than just a highlight reel—it’s a digital résumé, brand builder, and deal closer.
Here are a few essential tips for making the most of your online presence:
1. Show up consistently. Post regularly but intentionally. Mix game clips with personality-driven content like behind-the-scenes footage, training sessions, or community involvement.
2. Own your story. Don’t just repost what others tag you in. Share your perspective—what you learned from a win, how you handled a loss, or what motivates you to grind.
3. Keep it clean. Brands, recruiters, and journalists are all watching. Avoid reposting questionable content, using offensive language, or engaging in online arguments. Your voice matters—use it with care.
4. Align with your values. Whether it’s fashion, faith, family, or fun—let people know what matters to you beyond sports. That’s where real influence begins.
5. Use your influence wisely. Even if you have a small following now, how you build your platform can open doors later—think endorsements, speaking engagements, or community partnerships.
Social media is part of your game now. Play it smart—and play it long.