Creators are increasingly becoming a bigger part of brands’ game plans for sports, but when it comes to connecting with fans, companies should throw the old playbooks out the window.
Showcasing the new wave of sports creators, former NFL superstar Cam Newton teamed up with Detavio Samuels, CEO of Revolt/Offscript Worldwide, for a presentation at the 2026 IAB NewFronts last week, positioning himself to advertisers as a viable athlete-turned-creator for brands to invest in.
“I’m Cam Newton, a kid from Atlanta, Georgia,” Newton told ADWEEK. “I’m learning day by day, the weight of my voice is so impactful to the community that if you’re able or you see that value, let’s do business.”
It’s a statement that could make an impact on advertisers: “Cam moves culture,” Samuels noted.
After a playing career spent primarily with the Carolina Panthers, Newton has embraced content creation. Through his Iconic Saga Productions, he has aligned with Offscript Worldwide, the parent company of Revolt, in a partnership that integrates Iconic Saga’s IP, including Newton’s “Funky Friday” and “4th&1 With Cam Newton” podcasts, into Offscript’s expansive creator-led ecosystem.
One area where he would like that brand attachment is with his “4th&1 with Cam Newton College Tailgate Tour,” which shines a national spotlight on the student-athletes, academic programs, and the unique game-day culture that defines Historically Black Colleges and Universities.
From his risk-taking looks and stylish hats to his viral opinions from appearances on podcasts or on ESPN, Newton knows that he is someone who can command influence and attention. And he’s positioning himself as a brand-safe option for advertisers to get involved in sports, while remaining authentically himself.
Now, he just needs more brands to get that message, while, as Samuels says, “Letting Cam be Cam.”
“We see he’s got a real audience,” said Samuels on Newton. “What we don’t believe is that brands, the right amount of brands with the right amount of money, see him.”
Speaking with ADWEEK, Newton and Samuels elaborated on why athlete creators need to appear at events like the IAB NewFronts, how brands can get in on the ground floor with creators, and why partnerships with athletes are the next wave of influence coming in sports.
This interview has been edited for length and clarity.
ADWEEK: What are the new ways brands are working with athlete creators?
Newton: Well, it’s interesting because I’ve never been so in tune with understanding the business of content. I think partnering with Revolt/Offscript gives us the ability to shift that while still staying true to who we are. And that’s to create the most impactful, meaningful, educational, and entertaining content we can.
