The NBA Finals are over, which means that the NBA Draft is officially underway. With the rise of social media and on-demand digital streaming services, sports athletes have been able to take control of their own narratives and brands in ways that were previously impossible. As we saw during this year's March Madness basketball tournament, superstar players such as Zion Williamson were responsible for bringing millions of dollars to the NCAA, universities and brands, yet -- due to NCAA rules -- they are unable to receive any of this profit. As we see a rise in the marketability of talented college athletes, we also see a rise in these Gen Z players' efforts to advocate for their worth in the same way these agencies and brands advocate for players to produce more opportunities for marketing.
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