More money is being poured into athlete-created content platforms.
On Wednesday, a group of former Nike executives announced the launch of a company called Unscriptd that is backed by, among others, married tennis greats Andre Agassi and Steffi Graf and already is being used by the biggest athletes in social media, including Cristiano Ronaldo and Lionel Messi.
The company has a platform that can be accessed through its proprietary app that makes it easier for athletes to edit video they shoot on the go and push it to social media.
Agassi said he felt the power of storytelling through social media when his memoir came out and the reaction convinced him he wanted to do something in the space.
Neither Agassi nor the company has disclosed how much money was put into Unscriptd, but Agassi said "any thoughts of initial risk doesn't feel like a risk anymore" given the landscape, the thirst for original content from the athletes and the product the company has built.
"This is not to fly in the face of the sports media," Agassi said. "Done right, we'll augment each other."
Last month, LeBron James received a $15.8 million investment from Warner Bros. and Turner Sports for his athlete video platform UnInterrupted. Players Tribune, which was co-founded by Derek Jeter, has received at $18 million in funding from investors for its athlete content website, including Thomas Tull of Legendary Entertainment and Kobe Bryant.