TV Convergence Will Create a More Lucrative Future for Athletes

What's happening with the NCAA is only the beginning

Athletes, LeBron James, Kevin Durant, and Tom Brady on TV surrounded by falling money
Dynamics will continue to change with TV convergence for athletes. Photo Illustration: Trent Joaquin; Source: Getty Images

The NCAA’s recent ruling that allows student-athletes to generate income from their likenesses is garnering a lot of attention. People are debating the longstanding question of whether these students should be able to profit from their role in a business that drives $995 million a year in licensing revenue.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@4CInsights Aaron Goldman is chief marketing officer at 4C.