Sports & Sustainability Go Together.

A former athlete, a NIL agent, a non-profit executive director, a sustainability executive and a strategist & marketing exec all walk into a bar. Well, onto a stage, rather. This was the sight at the Chief Sustainability Officer Summit & Symposium (CSOSS for short) hosted by the University of Miami’s Herbert Business School. In this issue, I’m sharing insights from my time as a panelist at the CSOSS and a timely POV on the concept of sustainability in the sports industry–as more entertainers and athletes seek to create legacies beyond the playing field or stage. This issue underscores the importance of sustainability in the business decisions of talent.

Let’s get into this one.

It was a pleasure to take part at the CSOSS–an annual symposium hosted by the Department of Economics of the Miami Herbert Business School. This year’s summit theme was “The Role of Sports Business in Economic Transformation: Sports Business and Social Impact” and I had the pleasure of joining said panel to share insights on what sustainability looks like in the talent side of the sports business —especially as it intersects with brand, business, and legacy-building.

When people hear “sustainability,” their minds often go straight to climate and environmental causes. And while that remains critically important—especially in the sports industry—there’s another lens through which we must view sustainability: the long-term, strategic sustainability of the people within the industry who are driving the impact and fueling the change—especially athletes and entertainers. If we want a truly sustainable sports industry, we must focus not just on the stadiums and supply chains—but also on the people within the industry who lend their impact, influences, capital and resources into communities and enterprises.

Building for Sustainable Impact

As talent continues performing at a high level—whether it’s a pro athlete or a media professional—their priorities must evolve. Longevity demands a shift from moment-to-moment visibility to strategic long term positioning. Sustainability, in this context, is about ensuring that one’s brand equity deepens over time, creating a foundation for influence that extends well beyond the court, field, camera or spotlight.

At Champion Strategies (a quick plug, why don't I?), my approach to sustainability goes beyond seizing short-term opportunities. It’s about building for endurance. I help athletes, personalities, and leaders deploy strategies that expand & extend their market influence, amplify their platforms, and position themselves for longer-term relevance. True sustainability in this space means developing a blueprint that allows talent to evolve and thrive—regardless of where they are in their career arc.

Sustainability in this context means building businesses, brand platforms, and social impact that outlasts a career. It’s not only about growth—it’s about longevity, stewardship, and legacy.

In The Context of NIL vs Long-Term Legacy…

On the panel, we spent a good amount of time discussing the realities and opinions around NIL. 

The NIL era has introduced a new wave of short-term monetization, where collegiate athletes can leverage their freshly-formed brands to take advantage of the various opportunities that come their way–from signing sneaker deals to promoting their love of eating chicken tenders before the start of a game (hey, some NIL deals should be fun, right?). Short-term opportunities are valid—and important. But it’s just one chapter in a longer book. The most visionary athletes and entertainers aren’t just chasing endorsement deals—they’re asking: What am I building that will matter 10 or 20 years from now? 

Oftentimes, what an athlete or entertainer builds for maximum impact fuels the very engines that support other communities or industries-at-large. 

This vision of sustainability isn’t just theoretical—it’s already being modeled by some of the most influential names in sports and entertainment.

Sustainable Modern Blueprints

Magic Johnson — Building Sustainable Community Wealth

One of the most enduring examples of sustainable impact from an athlete-turned-businessman is Magic Johnson. Long before athlete entrepreneurship became mainstream, Magic made intentional moves to build wealth not just for himself, but for his community. Through strategic investments in franchising—Starbucks, movie theaters, and fast food chains—Magic brought businesses into historically underserved neighborhoods in Los Angeles. These weren’t just business deals…they were vehicles for job creation, access, and economic revitalization. His foresight exemplifies a model of sustainability that’s rooted in ownership, legacy, and community uplift, not just personal brand growth. Magic Johnson is still a blueprint for even the youngest of athletes today. It’s no wonder WNBA superstar Angel Reese partnered with the NBA legend on her foundation’s community efforts in Baltimore with a financial literacy program.

Stephen Curry — Reshaping the Future of Golf Through Equity

Stephen Curry’s Underrated Golf initiative is a modern-day blueprint for sustainability in action. Recognizing the lack of access and representation in golf, Curry is investing in junior players, particularly from underrepresented backgrounds, to widen the pipeline into the sport. By supporting infrastructure, tournaments, and exposure for these young athletes, he’s not only giving them a chance at professional careers—but also helping reshape the cultural and economic landscape of the sport of golf itself. It’s a long-term play that blends passion, equity, and ecosystem-building—a reminder that sustainable impact often starts by creating space for others.

These examples underscore a critical truth: sustainable business and brand strategy for talent isn’t just about personal success—it’s about creating structures and opportunities that generate value long after the spotlight fades.

Broadening the Definition of Sustainability 

If we want a truly sustainable sports industry, we must focus not just on the stadiums and supply chains—but also on the people fueling the sports industry. This is just one part of the broader conversations I’m leading at the intersection of talent, business, and sustainability at Champion Strategies.

If you liked this issue, you may enjoy the thematic Champion Takes newsletter series “Platforms and Personas”. This series covers Talent who build and design Platforms—creating sustainable value for themselves and the brands and properties who partner with them. 

Catch up with the “Platforms and Personas” series here. 

Stay tuned for the next edition of Champion Takes.