How to License Your Reputation Like a Pro Athlete

Datavault AI is focused on expanding who can benefit from their own name, image, and likeness.

BY KOLAWOLE ADEBAYO, COLUMNIST

Illustration: Getty Images

When the NCAA finally gave college athletes the right to profit from their name, image, and likeness in 2021, it was a major sports story.

Four years later, the market had grown to roughly $2.6 billion, with nearly $1.8 billion reaching athletes directly. What started as a question about fairness in college sports has quietly turned into a working model for treating personal identity as a licensed, revenue-generating asset.

The infrastructure nobody built

The most visible beneficiary of that shift has been........

© Inc.com