Sports is a serious business, but the business behind building an athlete’s brand is starting to become funny. That is why some of the world’s most recognizable athletes — like Peyton Manning, Blake Griffin and Dale Earnhardt Jr. —  are starting to appear more in comedy driven content. The content, usually short-form digital videos, are starting to rack up millions of views and broaden an athlete’s brand appeal. This panel takes a look at the athletes, leagues, content creators and digital platforms that are leading the way into this new arena. The panel includes content creators, athletes and social platforms.