OnlyFans Banks On Aussie Tennis Ace Nick Kyrgios Collab  

OnlyFans, a subscription-based platform infamous for its racy adult paywall content, is trying to make yet another inroad in sport; signing up Australian tennis star Nick Kyrgios is the latest feather in its cap.

Prior to the deal with the 28-year-old tennis ace, the platform began working with the Professional Fighters League (PFL) in an effort to help the sporting organisation’s stable of athletes to boost fan engagement and audience monetisation.  

In recent years, OnlyFans has been doubling up on its diversification efforts; expanding its content offerings by making a beeline for creators from music, fitness and sport.     

Meanwhile, the 2022 Wimbeldon finalist Kyrgios, is the highest profile athlete, setting up a free-to-access channel on the OnlyFans platform with exclusive content—namely personal life, tennis tips and gaming—as well as opportunities for fans to interact with him. 

“OnlyFans are revolutionising social media and I wanted to be a part of that,” quipped Kyrgios, who is racing to fitness for the 2024 campaign after an injury plagued year. “Athletes can no longer just show up on the court or the field. We have to show up online too. I want to create, produce, direct and own content. That’s the future.”

Typically, social media content from sporting personalities tend to be free in the market, with athletes securing sponsorship deals or flogging merchandise to monetise their online audiences. But a recent industry trend has been about digital platforms discovering innovative ways to directly leverage on raising moolah through content.

According to ASN data, online branded content (11.6%, almost US$871m) has the 3^rd largest share for the non-sport sponsorship industry across Asia since Q121, however, 2023 has been a lacklustre year for investment with quarterly spends ranging from US$24.4m to US$63.7m, way below the quarterly average of US$78m.