Today's athletes build brands, communities, and culture. As creator culture rises, the strongest partnerships start with an athlete's lived narrative and a real connection to the product.

PHOENIX — The NCAA Division I Council approved a package of rules Wednesday related to how athletes are compensated for their celebrity endorsement work and proposed allowing schools to be more ...

A bipartisan group of senators is working on a college sports bill that would pre-empt state laws and create national regulations for name, image and likeness compensation to players, establish an ...

On Feb. 1, more than 48,000 high school student athletes across the country signed letters of intent to join collegiate sports programs at Division I or Division II schools — many of them enticed by ...