BUILD COMMERCIALLY INTELLIGENT ATHLETES
The Commercial Athlete builds the brand, commercial skills, and AI literacy athletes need to become long-term assets — for themselves, their teams, and the sponsors behind them
Built from real experience inside sport, sponsorship, talent management, athlete education, and commercial deal-making. We teach what works—not theory.
VISION
WHY THIS MATTERS NOW
Your athletes are being evaluated commercially whether they're ready or not. Brands use AI to assess sponsorship value. Digital profiles are being built from public content without athlete input. Opportunities go to athletes who understand the commercial landscape — not just the ones who perform best on the field.
The impact doesn't stop with the athlete.
Organisations with commercially aware athletes have a measurable advantage: stronger sponsorship conversations, more confident brand partnerships, and athletes who actively contribute to the commercial story of the program they represent. When athletes understand their value and how to carry themselves commercially, everyone benefits. When they don't, that opportunity sits unrealised — for the athlete and for the organisation behind them.
We prepare athletes for the commercial reality of modern sport.
VISION
WHY ORGANISATIONS CHOOSE US
We equip athletes with the confidence, tools, and foresight to manage their own brand and commercial opportunities — so they succeed during their careers and beyond.
We give athletes the framework to understand their value, articulate their identity, and navigate the commercial landscape with clarity — whether they're chasing their first ambassador role or negotiating a major partnership.
ATHLETE EMPOWERMENT
Our AI-Ready workshops equip athletes to thrive in an AI-driven commercial environment — protecting their digital identity, understanding how brands evaluate them, and using AI tools to build genuine commercial advantage.
AI & FUTURE READINESS
Commercially aware athletes help unlock and elevate sponsorship and partnership opportunities. Athletes who understand their value and can articulate it are the ones brands want to work with — and that benefits the whole program.
COMMERCIAL APPEAL
Athletes learn how to build and protect a strong, professional digital and AI presence — reducing reputational risk, managing their public narrative, and elevating both their own brand and your organisation's.
BRAND PROTECTIONS
A COMPLETE PROGRAMME. ONE PROVEN FRAMEWORK.
THE COMMERCIAL ATHLETE WORKSHOP SUITE
Every workshop is built on the TCA framework: Identity → Strategy → Execute → Commercialise. We adapt delivery to suit pathway athletes or professional teams while ensuring every athlete walks away with actionable skills and a clear plan.
PRO EDITION
THE COMMERCIAL ATHLETE
THE FOUNDATIONS -2 HOURS
At the elite level, brand is a commercial asset. This session gives professional and semi-professional athletes the strategic framework to understand their commercial value, build their personal brand, and attract the partnerships and opportunities that extend well beyond their playing career.
DELIVERY
2-hour interactive workshop. In-person only.
PRO EDITION
THE COMMERCIAL ATHLETE
THE PLAYBOOK - EXTENDED FORMAT
Our deepest engagement for elite squads and professional programs. This extended format covers everything in The Foundations — plus a dedicated sponsorship and endorsement module, management tools, and in-session commercial asset building. Athletes leave with a personalised brand identity, strategy and execution plan.
DELIVERY
6-hour interactive workshop (delivered across 1–3 sessions). In-person.
PATHWAYS EDITION
THE COMMERCIAL ATHLETE
The athletes who start building their brand early have a fundamentally different career. This workshop gives emerging and pathway athletes the awareness, language, and 90-day plan to start building their brand with intention — before the opportunities arrive. Practical, age-appropriate, and designed to build commercial confidence alongside athletic development.
DELIVERY
2-hour interactive workshop. In-person or virtual.
AI‑READY ATHLETES: A WORLD-FIRST PROGRAMME.
THE AI-READY ATHLETE WORKSHOP SUITE
Brands aren’t just counting followers anymore; they use AI to analyse visibility, sentiment and risk across your athletes and your club. Our AI‑Ready Athlete workshops teach your athletes to interpret and influence these metrics.
They learn how AI shapes sponsorship decisions, how to protect their likeness and IP, and how to turn AI into a commercial advantage. Two editions—Pro and Pathway—ensure the content fits the athlete career stage.
PRO EDITION
THE AI-READY ATHLETE
AI is reshaping how athletes are valued, how brands evaluate sponsorship targets, and how content is created and distributed. This strategic briefing gives elite athletes the knowledge to protect their digital identity, IP, and likeness — and the tools to use AI as a commercial advantage, whether they engage directly or through their management team.
DELIVERY
2-hour interactive workshop. In-person or virtual.
PATHWAYS EDITION
THE AI-READY ATHLETE
AI gives emerging athletes the power to build visibility and commercial readiness earlier than ever before. This session teaches athletes aged 14–20 how to protect their digital footprint, understand how AI is already shaping their reputation, and use AI tools practically to build their bio, content, and brand — without losing their authentic voice.
DELIVERY
2-hour interactive workshop. In-person or virtual.
LED BY CARLIE GREEN-MEDINA
Built By Someone Who Has Managed The Brands, Managed The Athletes, And Worked WITH The Clubs
Built by someone who has managed the brands, managed the athletes, and worked with the clubs and associations that bring them together. That's not a common combination. It's the reason this program exists — and it's the reason it works.
Two decades of executive experience across sport, entertainment, and marketing — from leading commercial programs inside billion-dollar brands to managing professional athletes and negotiating the deals that build their careers. From cricket to football to golf, from Olympians and Paralympians to AFLW and NRL athletes, from player associations to professional clubs.
Over 600 athletes educated. Programs delivered to professional clubs, sporting associations, and scholarship programs across Australia.
OUR CREDENTIALS
TCA. IN NUMBERS
600+
ATHLETES EDUCATED
9yrs
DELIVERING ATHLETE EDUCATION
10yrs
MANAGING ATHLETE BRANDS
500+
COMMERCIAL DEALS NEGOTIATED
OUR WORKSHOPS
WHAT ORGANISATIONS ARE SAYING
Across both sessions, athletes were exposed to high-value information that encouraged a more intentional and professional approach to how they present themselves publicly. Engagement was strong and feedback on the day was very positive, with athletes leaving with clear, practical next steps they could implement immediately.
Overall, I’d recommend the workshops as a valuable addition to emerging and elite athlete development, particularly for athletes stepping into more visible and competitive environments where professionalism, communication, and personal brand increasingly matter.
SWIMMING QUEENSLAND
Highly recommend “Commercial Athlete” workshop. Carlie recently ran this workshop for the 2024 Sport Australia Hall of Fame Scholarship Holders – a group of elite junior athletes – and it was brilliant.
The session was insightful and informative and gave the athletes practical advice on how to build their personal brand, manage social media, work with the media and everything in between. Carlie was engaging and dynamic and the content was all topical and relevant with real life examples which the athletes could easily relate to. The 2 hour session flew by!
We will definitely be engaging Agency X to run this workshop for our Scholarship Holders again next year.
AUSTRALIAN SPORTS HALL OF FAME
The Commercial Athlete personal branding and social media workshops highlighted the opportunity for individual footballers to leverage professionally and financially from consciously managing their brand.
In addition, Carlie painted a vision for the elite level football community to raise the stakes and produce better outcomes by setting new standards of engagement with networks.
Players walked away with an understanding of what to focus on and some simple next steps to take to start elevating their brand.
PROFESSIONAL FOOTBALLERS ASSOCIATION
