Faves introduces a new way for brands and athletes to work together

Faves, a new athlete marketing platform, went live this fall with more than 400 professional athletes already in its network. The platform connects athletes, brands, and fans through verified recommendations and tools that make it easier for athletes to earn income from the products they already use.

The platform powering the performance economy

Faves enters the market as sports gain new cultural and commercial momentum. Global sports viewership has grown 34% since 2020, women’s sports are up more than 300%, and athletes consistently rank among the most trusted public figures —nearly three times more than traditional celebrities.

Faves sits at the center of this shift, connecting athletes, brands, and fans through a discovery marketplace built on authenticity. Athletes can manage partnerships, track earnings, and share the gear they actually use, while brands tap verified athlete recommendations to drive affinity and conversion.

Built by athletes, for athletes

Founded by former pro athletes and industry veterans, Faves gives brands a way to activate real athlete partnerships at scale — something traditional influencer platforms haven’t managed to capture. Instead of one-off sponsorships, Faves supports ongoing partnerships based on authenticity and measurable impact.

“Sport is in our DNA, and athletes are at the center of every decision we make,” said Thomas Salas, Faves CEO. “By meeting pros where they are and giving them better tools to manage the business of sport, we’re building partnerships that go farther and last longer.”

Where to learn more

Explore the platform and current athlete partnerships at faves.xyz.