Athlete brands: why authenticity is key from social media to the metaverse
Play • 47 min

In this episode, Yanni is joined by Simon Oliveira, managing director and founder of KIN Partners, Daniel Kirschner, co-founder, CEO and president at Greenfly, and Ant Ganjou, co-founder of and sports entrepreneur.

It's an all-star panel to discuss the evolution of athlete brand-building: Simon managed the image of David Beckham at the height of his fame and recently worked on bringing Neymar Jr into the Fortnite and Call of Duty games. Greenfly, run by Daniel, allows athletes and their teams and agents to share and distribute short form social media content quickly and efficiently. And Ant's is able to accurately capture and digitise human movement using basic cameras, smart software and AI, opening up a raft of applications – from licensing athletes' signature moves to embedding them in films, video games and more.

Throughout the course of the episode, the panel explores the value of authenticity, the impact of social media – how it's changed the relationship athletes and celebrities have with the media and their fans – and the ways in which public figures will use the 'metaverse' to further extend their brands.

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