Cats out the bag! Hectic Cheese has officially been unveiled as a YKTR Sports Brand Ambassador & Content Creator, the inaugural athlete to sign on under the umbrella.
True to form, the Storm product actually missed his debut announcement podcast ‘cos he “had to go skydiving real quick” but hey, that’s why we love him.
The deal is similar to that which Barstool Sports recently signed UFC up-and-comer Paddy ‘The Baddy’ Pimblett to – showing the new direction athletes are electing to take with their personal brands.
In a nutshell, the deal includes;
- A signing bonus paid in Ethereum
- Boot allowance
- An NFT collection launch
- Personal merch development
- Of course, free YKTR clothing
- Development and implementation of a personalised content strategy
- And the procurement of future brand/endorsement deals.
Cheese eventually sat down with Ice on Friday to talk through all the ins-and-outs of the 12-month contract and discuss what it will mean for both parties + why aligning himself now was an opportunity he couldn’t pass up.
“When you (Ice) first messaged me about signing an athlete I thought nothing of it really – I definitely didn’t think it was me you were talking about,” Smith said.
“But when you sent through the details of it all I knew you were serious, and it came at such a good time for me bro.
Ice was quick to acknowledge that YKTR doesn’t shy away from people making mistakes. In fact he wanted to make a point of leaning into it.
“Between all of us, Normy, Chicko and even Scope more recently getting into a bit of trouble, I feel like adversity can build better men, honestly,” he said.
Ice described the acquisition of Cheese as “a project”, with the goal of growing his personal brand to be as big as it can be.
And the man himself couldn’t be more excited.
“A lot of people probably don’t know that side of me but it’s a huge part of why I’m excited to link with you guys is we share so many similar interests,” Cheese said.
“It’s awesome to have a space where we can talk about things like crypto and NFTs in the way that we do because unless you’re really looking for it, those conversations aren’t really out there – particularly in sports.
Like anything in life and sports for that matter, being the “first” athlete to sign a deal like this was important to Mr 20/40 as well.
He said signing on now felt like “one of those history book moments” to be reflected on post career.
On the field, Cheese doesn’t need the help of YKTR Sports.
Safe to say he can handle that himself.
But off the footy field is where this partnership will seek to make real waves for both the 25-year-old’s personal brand, and the changing sports media landscape in general.
“We’ve gone straight for the top (signing Cheese),” Ice said.
“Im fucking pumped to have him on board and we’ll leverage this to show what we can do as a brand and as a content machine to hopefully sign on and help other big name athletes maximise their personal brands.”
Player to fan, fan to player.