The value of an athlete extends far beyond points scored, championships won or endorsement deals signed. As the business of sports continues to evolve, ownership has become a key consideration for athletes looking to build lasting value beyond their playing careers.
In a Double Take Sports interview titled The Athlete Is the Asset, intellectual property attorney Lynn Roberts III, founder of Roberts Legal Group, joined Carita Parks to discuss how athletes can protect their brands, approach business opportunities and build a legacy beyond their playing careers.
Throughout the conversation, Roberts offered insight into the business decisions athletes face at different stages of their careers and why those choices can have lasting implications beyond sports.
Understanding an Athlete’s Business Value
Roberts explained that athletes can develop commercial value through their performance, reputations, personal brands and growing audiences, even before they begin earning money.
That distinction has become particularly important with the expansion of name, image and likeness (NIL) opportunities for younger athletes.
“NIL created new opportunities to monetize an athlete’s identity. It did not automatically teach athletes how to protect that identity,” Roberts said.
He also highlighted the difference between compensation and ownership, explaining that receiving an endorsement check isn’t the same as holding an equity stake in a company.
While ownership may provide opportunities to benefit from a company’s long-term growth, Roberts cautioned that equity carries risks, including dilution, limited control and the possibility of losing value.
Athletes must understand what they’re receiving and what rights they may be giving up before entering business agreements.
Intellectual property is another important consideration. Nicknames, logos, slogans and original content can become valuable business assets when appropriately protected and developed.
“It’s your athletic ability that introduces the world to you. Your intellectual property can allow the world to continue doing business with you long after that jersey comes off,” Roberts said.
Preparing for Life Beyond Sports
Beyond business agreements, Roberts stressed the value of surrounding athletes with trustworthy professionals who can guide legal, financial and business decisions.
During the conversation, Parks also raised the importance of marketing and public relations professionals in helping athletes manage their brands and messaging, particularly beyond their relationships with professional teams.
Roberts encouraged athletes to remain actively involved in decisions concerning their careers rather than relying entirely on advisors.
He also identified financial literacy, education, professional relationships, intellectual property awareness and early consideration of ownership as priorities for younger athletes.
Ultimately, the conversation returned to a central question: What will athletes have left when their playing careers end?
“The goal shouldn’t simply be to leave the game with money. The goal should be to leave the game with assets, opportunities, and a legacy that continues working for you long after you’ve stopped playing,” Roberts said.
“That’s what I mean when I say the athlete is the asset.”
Watch the full interview below as Roberts shares insights on protecting an athlete’s business interests, navigating opportunities and building a lasting legacy.