In 2020, Carson Roney was a college basketball and volleyball player recording dances on a fairly new app called TikTok. Six years later, Roney has 5 million followers on TikTok, nearly 700,000 followers on Instagram, and deals with brands including the NBA, Gatorade and Abercrombie.
Roney and her manager, Erin Convey from Wasserman, credit that growth to her ability to bridge genres. She may be a scholar athlete, but she’s also passionate about beauty and lifestyle, an increasingly common connection cropping up in sports that allows both creators and brands to diversify. It’s no longer just sports or the more traditionally sports-adjacent brands hiring creator athletes — now brands like e.l.f. cosmetics are sponsoring the Professional Women’s Hockey League.
Roney sits at that still-developing, but rather lucrative, intersection.
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