In this emerging new media era, professional athletes are taking greater control of their narrative utilizing their rising position of cultural influence to tell stories that are important to them. Players and their media teams are using their platform to move from merely participating as talent to producing content that expresses their point of view. We’ll discuss the strategy, the obstacles and the future plans of SpringHill Entertainment (LeBron James' company), Thirty Five Media (Kevin Durant's company), and Unanimous Media (Steph Curry's company) in the context of the larger media landscape.

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