I may not be an athlete, but I’ve found my way into the world of sports. Growing up, I used to imagine myself playing football. I lived it when I got into high school.
By my sophomore year, I realized I had no chance of playing at the next level. But that didn’t mean I had to leave it behind. I picked up a camera and started to take photos of my friends. It quickly turned into something bigger. By junior year, I found myself at an offseason training facility with Alex Singleton, a linebacker for the Denver Broncos and a Thousand Oaks alum from the class of 2011. That opportunity changed everything.
Through sports photography, I began to understand that branding wasn’t just an asset for athletes—it was everything. In today’s sports landscape, social media is more than a tool; it’s a necessity. Athletes are no longer solely defined by their performance on the field but by how they curate their personal brands online. A single viral moment can change an athlete’s career and set them up for generational wealth.
Singleton, who has played six seasons in the NFL, has embraced this shift.
“Branding is important, but it’s not the most important thing,” Singleton said. “The priority is always being good at your sport. That sometimes gets lost on younger athletes. But if you do build a social media presence, it can open doors to making money and securing partnerships outside of the game.”
During his early playing days, social media wasn’t nearly as significant.
“When I got to college, Instagram didn’t even exist,” Singleton said. “Facebook was the only platform people really used. Back then, brand deals were just big-name athletes getting Nike or Adidas contracts, and that was it.”
But today, it’s a different game.
“Now, I have a sauna and a cold plunge in my backyard because of a company partnership,” Singleton said. “I train with True Movement, and social media helps showcase my off-season work. Everything has changed.”
As Singleton looks toward the future, he thinks about life after football. He has hosted youth camps and engaged in philanthropy, particularly with the Special Olympics and Down Syndrome Foundation. His focus isn’t necessarily on amassing millions of followers but on making an impact in the communities of which he’s a part.
“For me, it’s about giving back. I don’t need to have a million followers, but I do want the people in the cities I’ve played in to follow my journey,” Singleton said. “That’s how I spread awareness about what I’m doing, whether it’s charity work or other projects.”
The role of an athlete doesn’t end with their playing career. Many transition into coaching, media or business, and having an established personal brand makes that transition smoother.
“If you’re a color commentator for an NFL team or working in sports media, having a strong brand and following matters,” Singleton said. “Even if you’re coaching at the high school level, the connections you build can help create more opportunities.”
While others competed on the field, I captured the moments that defined their journeys. Singleton allowed me to document his offseason, using my images to showcase his work ethic to brands.
Today, deals range from athletic gear to training equipment and even wellness products. Athletes no longer rely solely on their contracts, they use social media to create income streams and secure stability long after they step off the field.
I may not wear a jersey, but I’ve found my place in sports, not on the field but behind the camera, helping athletes build their legacies online.
