The Athlete as a Brand: Monetizing Personal Data in the Age of Digital Sports

Monetizing Personal Data in the Age of Digital Sports Athletes have always been more than their performance — but in the digital era, their data has become a commercial asset in its own right. This panel explores how athletes can take ownership of their personal brand in a landscape where performance metrics, behavioral patterns, and audience engagement data are increasingly valuable to sponsors, platforms, and media rights holders. Marketers, athlete representatives, and sports business strategists will unpack how players can build, protect, and monetize their digital identity without losing control of their narrative.