In 2026, being a pro athlete increasingly means being a full-time creator too. For women athletes in particular, content isn’t a side hustle; it’s become a crucial part of how they get paid, grow their sport, and set themselves up for life after competition.
The attention is there, the paychecks aren’t. Revenues, viewership and brand interest in women’s sports are all climbing, but individual athletes are still fighting for fair pay and long-term security. A fast way to close some of that gap is to own an audience. That’s why companies like Togethxr are helping teach women athletes how to be creators, and those very same athletes are leaning on managers to help grow their creator careers.
And with the FIFA Women’s World Cup around the corner and the Summer Olympics around the next bend, it’s the perfect time for women athletes to lean into content.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.