Foresight

By Jean-Baptiste Alliot

I believe we are entering a decisive decade for athletes, particularly footballers, in terms of control over their data and digital presence. For years, performance metrics, biometric information, and the value of their social reach were monetised by others. Now, the tide is turning. Cristiano Ronaldo is a prime example: with a social following of over a billion, he live-streamed a Premier Padel tournament on his YouTube channel earlier this year to more than 130 countries. In the past, reach was determined by broadcasters and legacy media businesses. This time, it was Ronaldo delivering content directly to audiences worldwide.

At the same time, FIFPRO’s development of a consent-based data platform with Sports Data Labs has the potential to give players greater access and control over how their personal and performance data is used and eventually whether they want to monetise it. A timely move for a new reality in which athletes are becoming architects of the data value chain rather than mere participants.

When I look at how athletes are compensated, one of the clearest signs of change is the rise of equity over flat fees. Lionel Messi’s 2023 move to Inter Miami captured this perfectly. His contract included profit-sharing and equity in the club once his playing days were over, in addition to his base salary. The impact on ticket sales, merchandising, and subscriptions to Apple’s MLS streaming service was massive, lifting the club’s revenues almost overnight.

Football has often been slower to evolve than other sports. In golf, the PGA Tour granted 193 players $1.5 billion in shares of its new for-profit entity, turning athletes into co-owners of their league. But not everyone is comfortable with this direction: in 2023, the NFL voted to prohibit players from receiving ownership stakes, arguing that it would distort competition. However, whether owners like it or not, athletes want to be partners (and have a stake in the business), not just employees.

From a media perspective, players are no longer waiting for broadcasters to dictate their stories. Ronaldo’s YouTube stream was one signal; Gerard Piqué’s Kings League is another. What began as an experiment in seven-a-side football mixed with gaming influencers has grown into a global streaming product, captivating millions on Twitch.

Across sports, athletes are creating their own channels, podcasts, and networks. In the United States, PlayersTV, an athlete-owned media company, hosts content featuring NBA stars such as Chris Paul and Dwyane Wade. Athletes have added multiple dimensions to their personalities to transition into broadcasting and content production. Despite most having huge followings, success is not guaranteed. Fans can distinguish between authentic storytelling and publicity stunts. The athletes who thrive will be those who bring their real voices and experiences to the fore.

Data has also become central to sponsorships and contracts. Brands care as much about a player’s digital footprint as their on-field statistics. In football, especially, clubs weigh the number of followers a signing will bring to their global platforms. On the performance side, Kevin De Bruyne set a precedent when he negotiated his Manchester City contract without an agent, relying on a data analytics firm to prove his worth. That report helped him secure a four-year, £83 million deal. I expect more players to follow this path, with data-driven self-representation becoming the norm.

Contract negotiations for players have also evolved over time. In 2007, when David Beckham signed with the LA Galaxy, his contract included a clause granting him the right to purchase an MLS franchise for $25 million. That clause ultimately led him to own Inter Miami, now valued at more than $600 million. In another sport, Lamar Jackson has shown the same spirit by negotiating his own $260 million deal with the Baltimore Ravens. Both of these examples demonstrate how players can utilise their brand to secure a lucrative, futuristic deal for themselves.

On a collective level, Novak Djokovic helped create the Professional Tennis Players Association, pushing for a fairer share of revenues and a stronger voice for athletes. At the same time, more players are investing in startups, esports, and media ventures, from Serena Williams’ venture fund backing multiple unicorns to LeBron James building SpringHill Entertainment into a powerhouse.

Examining these examples across football and various sports prompts me to revisit FIFPRO’s new data platform. By giving footballers consent over how their biometric and performance data is used, it recognises the same shift of players becoming entrepreneurs and partners in the business of sport. And to me, that feels like a timely and important step.

Looking toward the 2030s, I see a future where player-owners become common. Equity clauses in contracts will be standard, and consent over data and digital likeness will extend to video games, betting, and AI-generated avatars. By the next decade, no athlete will tolerate their data being sold without compensation. Across media, I expect to see players co-broadcasting live matches on their own channels or even running joint streaming platforms.

Of course, this future comes with risks, conflicts of interest, the need for financial education, and the reality that not every player wants to be an entrepreneur. But the benefits outweigh the challenges. When players are partners, the ecosystem becomes healthier. Sponsors gain authentic connections, fans gain access, and players gain fairness. As Conrad Smith recently wrote in his FIFPRO Foresight piece: “when players have a seat at the table, everyone benefits”. I would go further and say that the players of the 2030s will not just have a seat at the table; they will own part of it.