Sixteenth, a division of Whalar Group, has launched Sixteenth Sports, a new division that will redefine how athletes build personal brands and create legacies beyond their playing careers. 

The division represents talent from the NFL, NBA, MLB, NCAA, and WNBA, focusing on transforming athletes into content creators and business leaders.

“The line between ‘athlete’ and ‘creator’ is disappearing, yet the support for athletes today remains largely reserved for those already in the spotlight,” Whalar Group co-founder & co-CEO James Street said in a press release. 

He added, “At Sixteenth Sports, our mission is to change that by empowering athletes to build personal brands that transcend their playing years. We’ve developed the infrastructure to not only grow their platforms but also to provide lifelong support, ensuring their stories continue to inspire long after the final whistle.”

Building Multi-Dimensional Revenue Streams

Co-presidents Ray Brown and Alexis Ramos, who will lead the division, highlighted a departure from traditional agency models. 

“We disrupt the traditional agency model by becoming strategic partners — championing athletes who pursue content creation during the season and the offseason,” commented Brown and Ramos. “We don’t just attract attention; we create true connections. By turning fans into a loyal community, we help athletes deepen engagement and unlock powerful, lasting relationships with their audience.”

The division’s strategy focuses on developing different verticals for revenue generation. “Our strategy is to help define different verticals that allow Athletes to tap into different revenue streams by providing education on the landscape of business and entrepreneurship,” Brown and Ramos explained. “This can look like sitting and participating in a boardroom discussion with C-Suite leadership to share insight and take part in consumer decision-making for their own business.”

Intellectual property development plays a central role in the division’s approach. According to Brown and Ramos, “IP is something that Athletes can create and build ownership around. This allows Athletes to start seeing themselves as an entity to become multidimensional, creating their own brand and business that will allow them to generate revenue beyond their traditional talents of being an Athlete.”

The multi-league focus reflects the division’s broader vision for cultural impact. “Sports is culture—it transcends all walks of life, from athletes to fans,” stated the co-presidents. “A single game can shape how we interact and unite as a community. Our strategy is to spark stories that foster inclusive communities built on personal connections.”

Success metrics for the division encompass multiple factors. “Ultimately, success for both the athletes and Sixteenth Sports would be a holistic balance of career achievements, financial growth, personal well-being, and long-term sustainability,” Brown and Ramos noted.

The division’s current initiatives focus on expanding athletes’ influence through owned media. “We’re taking an athlete beyond his/her voice and transcending them into a creator-athlete, where they take back ownership of their story through their own media outlets and mediums,” the co-presidents explained.

The launch represents Sixteenth’s expansion within Whalar Group’s creator ecosystem, with the division reporting to James Street and collaborating with Sixteenth Global President Victoria Bachan to implement its athlete development programs.