Whalar Group Launches Sixteenth Sports to Redefine Athlete Creators and Shape the Future of Sports

Sixteenth, part of Whalar Group and one of the world’s leading 360° Creator talent management companies, has unveiled Sixteenth Sports, a new division designed to redefine the role of Athletes in the Creator Economy. 

Sixteenth Sports empowers Athletes to transcend their sports careers, creating new opportunities to collaborate with brands, build proprietary intellectual property (IP), and forge lasting, purpose-driven partnerships. Whether guiding Athletes from rising stars to household names or establishing personal brands with enduring impact, the division is dedicated to career longevity and legacy-building.

Co-led by entertainment and sports leaders Ray Brown and Alexis Ramos, Sixteenth Sports pushes Athletes beyond the limits of their playing careers, transforming them into influential Creators, storytellers, and business leaders. Ray and Alexis will serve as Co-Presidents of the new division, reporting to Whalar Group co-founder and co-CEO James Street and collaborating closely with Sixteenth Global President Victoria Bachan. Together, Ray and Alexis are redefining what it means to be an Athlete in today’s cultural and social landscape.

On the launch of this new division, Ray Brown, co-president, Sixteenth Sports, said, "Sixteenth Sports bridges the gap between sports and the Creator Economy. Sports pushes the limits of your body, but we’re here to push beyond the limits of what an Athlete’s brand and voice can achieve. We’re equipping Athletes with the tools to evolve into multi-dimensional brands, build their IP, and connect with audiences in meaningful ways. It’s about creating legacies that last well beyond the field." 

Sixteenth Sports represents elite talent from the NFL, NBA, MLB, NCAA, WNBA, and beyond, transforming ambition into enduring legacies. By leveraging connections across lifestyle, tech, wellness, and entertainment, the division creates strategic brand partnerships that drive sustainable revenue streams and establish Athletes as long-term Creators.

Alexis Ramos, co-president, Sixteenth Sports, said, “Whether they're rising stars on the verge of being drafted or seasoned veterans charting their next chapter, we transform Athletes into household names and cultural icons. With talent spanning multiple leagues—not just one—we amplify voices, shape culture, and craft legacies that endure. This is more than just sports, it’s a new arena. And Sixteenth Sports is leading the way.”

On why Whalar Group and Sixteenth are launching this new division, James Street said, "The line between Athlete and Creator is disappearing, yet the support for Athletes today remains largely reserved for those already in the spotlight. 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."

As a division of Sixteenth—a leading 360° Creator talent management company within Whalar Group’s cutting-edge Creator ecosystem—Sixteenth Sports harnesses the strengths of both organizations to redefine what’s possible for Athletes. By empowering them to reimagine their influence and shape culture, the division is setting a new benchmark for lasting impact far beyond the game. Learn more about Sixteenth Sports at www.16thsports.com.