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The athlete as a business: Luka Dončić follows the path of Brady and Messi

The athlete as a business: Luka Dončić follows the path of Brady and Messi

by Javier Nieto | Jan 29, 2026 | +More

Luka Dončić has taken another step beyond the court with the launch of 77X, his own merchandising and experiences platform developed in partnership with Shopify. The Los Angeles Lakers guard is embracing a direct-to-fan model that brings together branded products,...
Top athlete earnings: examining the persistent gender gap in sports income

Top athlete earnings: examining the persistent gender gap in sports income

by Farzad Youshanlou | Nov 18, 2024 | +More

The 2023 list of the highest-paid athletes highlights a stark reality about the current landscape of sports: male athletes overwhelmingly dominate the earnings charts. According to Forbes and Sportico, the top-earning athletes of 2023 are men, with stars like...
United States chose its flag bearer: NBA star LeBron James will carry the flag at the Opening of Paris 2024

United States chose its flag bearer: NBA star LeBron James will carry the flag at the Opening of Paris 2024

by Juan José Saldaña | Jul 22, 2024 | Olympic sports

The United States Olympic & Paralympic Committee (USOPC) announced that the American basketball legend, LeBron James, will be the male flag bearer at the upcoming opening ceremony of the Paris 2024 Olympic Games, following a vote conducted by 592 members of Team...
The last Olympic dance of some sport legends

The last Olympic dance of some sport legends

by George Yerolimpos | Jul 16, 2024 | Olympic sports

The retirement of an elite athlete is always traumatic. It is a difficult moment that many of them never want it to come, although retiring at the Olympic Games is not for everyone. Simone Biles, with seven medals, four gold, did not know what was to become of her...
These are the big stars of Paris 2024 not to be missed

These are the big stars of Paris 2024 not to be missed

by George Yerolimpos | Jul 13, 2024 | Olympic sports

The Olympic Games are a worldwide spectacle that turns athletes into heroes and celebrities. It is the event where they push themselves to the limit of what is humanly possible, pursuing athletic brilliance. Many of the world’s most renowned athletes put their...

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