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Oliver Buchannon
Jeff Frommer
Two Twins Just Launched Go-Two, Moving NIL to Ownership

Aug 7, 2026

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8 min read

Two Twins Just Launched Go-Two, Moving NIL to Ownership

This week: Lewis Hamilton opens the first store in his own trading-card empire, the Cavinder twins go from NIL stars to founders with the launch of Go-Two, and Beyoncé buys LVMH out of her whisky to own it outright.

Jeff Frommer
Jeff Frommer
These Two Gen-Z Creators have real skin in the game.

Jul 31, 2026

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8 min read

These Two Gen-Z Creators have real skin in the game.

This week: ESW Beauty hands two Gen-Z creators the cap table, Flo Rida buys the franchise instead of the endorsement, and a new athlete network turns out to be 97 percent owned by athletes. Plus three founders on our radar.

Jeff Frommer
Jeff Frommer
Ronaldo Popped the Question. Georgina Popped off With the Whole Margin.

Jul 24, 2026

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7 min read

Ronaldo Popped the Question. Georgina Popped off With the Whole Margin.

This week: Georgina Rodriguez launched an activewear brand with no wholesale partners and kept the full margin, a creator turned two billion views into a candy brand that Mondelez just backed, and Mookie Betts stopped endorsing gloves and started making them.

Jeff Frommer
Jeff Frommer
Mr. Bonobos just got his period. 6M followers watched

Jul 17, 2026

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9 min read

Mr. Bonobos just got his period. 6M followers watched

This week: the Bonobos founder handed his company's marketing to a TikToker instead of hiring an agency, a YouTuber and a serial entrepreneur put their cereal in every Target in the country, and a minor leaguer sold the public a stake in his own paycheck.

Jeff Frommer
Jeff Frommer
Tiger's Secret 15th Club Was a Cap Table

Jul 10, 2026

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7 min read

Tiger's Secret 15th Club Was a Cap Table

This week: Tiger Woods let a golf simulator stake he took in 2015 quietly compound into a $530 million dollar exit, Michael Strahan skipped the host chair and launched a podcast network he owns outright, and three dads who started with $750 dollars in a garage built a brand real enough that Gary Vee asked to buy in.

Jeff Frommer
Jeff Frommer
Turns Out a Salad Chain Was the Smartest Draft Pick.

Jul 3, 2026

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9 min read

Turns Out a Salad Chain Was the Smartest Draft Pick.

This week: the newly crowned Finals MVP cashed his moment into equity in a salad chain instead of a paycheck, Bethenny Frankel walked past the endorsement offer and bought the company plus a C-suite title, and a movie star, a billionaire, and ESPN quietly turned a lacrosse league into their cap table.

Jeff Frommer
Jeff Frommer
This investor hasn't even hit puberty yet

Jun 26, 2026

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13 min read

This investor hasn't even hit puberty yet

This week: a 15-year-old funds a sports-drink stake with a Kendrick Lamar royalty check, Pat McAfee buys into the PB&J brand he's about to put in front of a billion viewers, and Forbes starts paying creators on revenue share instead of by the hour.

Jeff Frommer
Jeff Frommer
Meet the Knicks' other starting five

Jun 19, 2026

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8 min read

Meet the Knicks' other starting five

This week: the founders who bet on the Knicks years before the title just cashed in, a $500M fund turned 250 athletes into co-owners of Rhoback, and Lionsgate took equity in its AI tool instead of renting it.

Jeff Frommer
Jeff Frommer
Tom Brady wants his nuts in your mouth

Jun 12, 2026

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7 min read

Tom Brady wants his nuts in your mouth

This week: Tom Brady's selling a coconut water he owns on Gopuff, Accenture buys its way into the creator economy, and Eli and Peyton Manning back the buyout of the company behind NFL Flag's million kids.

Jeff Frommer
Jeff Frommer
Hollywood Just Got Mogged by Two YouTubers

Jun 5, 2026

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6 min read

Hollywood Just Got Mogged by Two YouTubers

Kane Parsons (20) and Curry Barker (26) just out-grossed Star Wars on a combined $11M budget. Phoebe Gates put 30 A-listers on her cap table. Glen Powell's ketchup is about to clear $100M.

Jeff Frommer
Jeff Frommer
Reddit's Founder Just Made Sprinters Shareholders.

May 29, 2026

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6 min read

Reddit's Founder Just Made Sprinters Shareholders.

This week: Alexis Ohanian made equity the prize for winning a race. A sports creator vibe-coded a daily game with Claude, hit 1 million users, and turned down sportsbook money. Spotify and Netflix teamed up to outbid YouTube for a creator.

Jeff Frommer
Jeff Frommer
A $40 Billion VC Firm Just Made a Creator, a Partner.

May 22, 2026

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8 min read

A $40 Billion VC Firm Just Made a Creator, a Partner.

This week: Lightspeed names a 350K-follower creator a Partner with her own show, Charli XCX takes equity in a $1.3B phone company, A24 hands a 20-year-old YouTuber the director's chair, plus we're hosting a #NYTechWeek pitch night June 3.

Jeff Frommer
Jeff Frommer
Sazerac Just Followed Alix Earle Into a Deal.

May 15, 2026

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7 min read

Sazerac Just Followed Alix Earle Into a Deal.

This week: Sazerac co-invested with Alix Earle on a margarita brand, Christian McCaffrey shipped his first running shoe nine months after walking off Nike, and Sommer Ray launched a canned Dirty Shirley head-to-head with Sazerac's.

Jeff Frommer
Jeff Frommer
Plot Twist: Hollywood Just Funded the AI It's Been Fighting.

May 8, 2026

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6 min read

Plot Twist: Hollywood Just Funded the AI It's Been Fighting.

This week: Jamie Foxx, Eva Longoria, and Squid Game's creator quietly invested in the AI Hollywood's fighting. A creator firm with 1.5B followers launched a Hollywood studio. And Digiday: micro creators want equity now.

Jeff Frommer
Jeff Frommer
Apparently McLaren makes irons now

Apr 30, 2026

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7 min read

Apparently McLaren makes irons now

This week: McLaren launched a golf brand with Justin Rose, Ian Poulter, and Michelle Wie West as investors at debut, Mari Llewellyn turned a 2019 transformation photo into a $1 billion brand and kept the operating seat, and Steph Curry and Conor McGregor both launched their own beverage brands six days apart.

Jeff Frommer
Jeff Frommer
The Banana Guy Just Joined a Cap Table.

Apr 24, 2026

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6 min read

The Banana Guy Just Joined a Cap Table.

This week: Ashton Hall passed on the endorsement check and took equity in Price.com, Justin Bieber sold $15 million of his own Skylrk merch at Coachella at nine times the all-time festival record, and Bryan Johnson turned his longevity audience into a clinic with blood tests and prescriptions.

Jeff Frommer
Jeff Frommer
A Public Company Just Made an NCAA Champion an Owner.

Apr 17, 2026

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6 min read

A Public Company Just Made an NCAA Champion an Owner.

This week: NCAA champion Kiki Rice became an owner in a publicly traded company, Adidas's former basketball GM quit to run a 14-million-subscriber YouTuber's business, and Shaq walked into a store, stayed for hours, and walked out a shareholder.

Jeff Frommer
Jeff Frommer
Ten Celebs Bet on a Gummy Bear. They All Just Got Paid.

Apr 10, 2026

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19 min read

Ten Celebs Bet on a Gummy Bear. They All Just Got Paid.

This week: Ten celebrities took equity in a gummy brand and Unilever just paid $1.2 billion for it, Corporate Natalie launched an agency that puts creators in the room before the brief gets written, and golf's biggest YouTube creators built their own TV network backed by Blackstone's David Blitzer.

Jeff Frommer
Jeff Frommer
OpenAI just told you what they can't build.

Apr 3, 2026

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12 min read

OpenAI just told you what they can't build.

This week: OpenAI acquired an 11-person podcast. KD's 2017 WHOOP bet just paid off 81x. And Lexie Hull is building a portfolio at 25.

Jeff Frommer
Jeff Frommer
Seriously, WTF Is Alix Doing?

Mar 27, 2026

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13 min read

Seriously, WTF Is Alix Doing?

This week: Alix Earle built her own brand without putting her name on it, Danone paid $1.15 billion for a company that grew up on Reddit, and Tarte's founder launched a nootropics brand from her garage with her teenage sons as co-founders.

Jeff Frommer
Jeff Frommer
JPMorgan Gave Seven Athletes a Seat at the Table.

Mar 20, 2026

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12 min read

JPMorgan Gave Seven Athletes a Seat at the Table.

This week: JPMorgan Chase just gave seven athletes governance roles, Unrivaled closed at $340M with players owning 15%, and Victoria Beckham has been building her 14-year-old's brand infrastructure since she was five.

Jeff Frommer
Jeff Frommer
A $100M Brand Just Made a 14-Year-Old a Shareholder

Mar 13, 2026

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12 min read

A $100M Brand Just Made a 14-Year-Old a Shareholder

This week: a $100M skincare brand gave equity to three teenagers, Fox hired a VC to run its creator studio, and Jordan Brand locked in Azzi Fudd before she's even been drafted.

Jeff Frommer
Jeff Frommer
HubSpot Just Bought a Guy's Side Project. Here's Why.

Mar 6, 2026

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11 min read

HubSpot Just Bought a Guy's Side Project. Here's Why.

This week: why HubSpot paid millions for a guy's Starbucks side project, Keith Lee's first-ever restaurant investment isn't a brand deal, and the 2024 NIL structure most founders still haven't heard about.

Jeff Frommer
Jeff Frommer
Kim K Didn't Take the Check. She Took the Company.

Feb 27, 2026

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12 min read

Kim K Didn't Take the Check. She Took the Company.

This week: why Kim Kardashian becoming a co-founder is the Poppi playbook at Kardashian scale, how PepsiCo just let creators design chips before they hit shelves, and the 60-page report that proves the "Creator Middle Class" isn't a theory anymore.

Jeff Frommer
Jeff Frommer
Markiplier's $50M Middle Finger to Hollywood

Feb 20, 2026

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10 min read

Markiplier's $50M Middle Finger to Hollywood

This week: Markiplier's $50M middle finger to Hollywood, why a 23-year-old NBA star is buying the Texas Rangers, and Night's $70M pivot from management to holding company. Ownership is the only moat left.

Jeff Frommer
Jeff Frommer
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