Athletes Now 'Control the Narrative,' Creating New Storytelling Opportunities

The switch from teams to individual stars marks a new chapter for sports

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For centuries, sports have produced iconic people and magnetic stories, but there has never been a better time for athletes to connect with a wide audience on their own terms.

During a panel on The Influence of Athletes at Cannes Lions, movers and shakers in the creator economy and new media spoke about how players and teams can “control the narrative” better than ever before, which can lead to significant financial and marketing gains.

Previous generations of athletes and franchises were reliant on traditional forms of communication, like live broadcasts and print publications, when an athlete might only be seen by the public for a few hours during a televised game.

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