At Digital Sports Partners (DSP), a full-service marketing agency specializing in brand partnerships, content creation, and athlete management, we’re proud to collaborate with voices shaping the future of sports marketing. One of those voices is Christiana Yebra, a powerhouse strategist and creative thinker whose experience spans startups, global campaigns, and some of the most recognizable names in sports and tech.

With a background in strategic consulting, digital marketing, and brand development, Yebra brings a unique lens to the evolving landscape of NIL programs and athlete storytelling. As a  passionate advocate for female athletes and long-term brand growth, her work aligns closely with DSP’s mission to support athletes and universities through impactful NIL deals, social media strategy, and forward-thinking digital solutions.

We caught up with Yebra to hear her take on creating standout NIL marketing campaigns, why athlete-influencer marketing needs a long-term approach, and what NIL platforms and university sports marketing programs should prioritize now.

Q: You’ve worked with a wide range of brands– from start-ups to established names like Red Bull, the NBA, and Apple. In your opinion, what does it take to build a successful brand in today’s fast-paced world?

A: “The way we think about 'brand' has completely changed over the last twenty years. And honestly, it has shifted even more dramatically in just the last five. It used to be about logos, taglines, and a consistent visual identity. That’s not enough anymore.

Today, a brand is how a company presents itself to the world. It’s the full experience someone has with you, whether that’s online, in person, or somewhere in between. Technology opened the door for brands to tell richer stories. Content gave companies a way to show personality and build a connection.

In 2025, brand isn't just a marketing function. It touches product, people, culture, and every part of the business. Especially for younger audiences, a brand must be clear about what it stands for, what makes it unique, and how it behaves in the world.

If you don’t define that for yourself, someone else will.”

Q: How did you get into sports marketing, and what drew you to it in the first place?

A: “I actually fell in love with marketing and product before I even realized it! My career started in emergency medicine, where I became obsessed with the patient experience. I wanted to understand how providers could make critical moments feel less chaotic, more human, and ultimately better for the people going through them. What I didn’t know at the time was that I was really learning the foundations of customer experience and brand. 

Later, I helped launch a healthcare startup that delivered convenient healthcare through an app. The mission was simple: make care accessible, ensure people knew they weren’t being scammed, and deliver a kind and clear experience from start to finish. I didn’t think of it as marketing in the early days. I just knew that how someone felt using the product mattered just as much as the product itself.

That same obsession with experience followed me into my next chapter, the scary place of online dating apps. Then, with the encouragement of one of my favorite investors, I made a huge leap into the sports world, where my focus shifted to the fan. Whether it’s a first date, a doctor’s visit, or sports betting, people want the same core things: a great experience, a sense of trust, and the confidence that they’re not being taken advantage of.”

Q: We’re seeing a powerful shift: over 50% of the top 100 NIL deals now belong to women. What do you think is driving this rise in female athlete ambassadors? 

A: “It’s no surprise to me that women represent half of the top-performing NIL deals. Because, of course, they do! I believe we are watching the media and brands catch up to the reality that not only do women represent a significant portion of the fan base, but they also make up a significant portion of the athletes and have been historically undervalued.

Athletes like NiJaree Canady, Flau'Jae Johnson, and now WNBA player Paige Bueckers built powerful personal brands that go far beyond their sport. Their partnerships span fashion, tech, and beverages, but what stands out is how naturally they bring those brands to life. They make game day cool. They blend style with performance. They use their platforms with confidence and personality, and fans respond because it feels real.”

Q: Can you share an example of a standout campaign involving a female athlete or creator? What made it stand out?

A: “Formula 1 has always been my favorite sport. But traditionally, it has been known for its 20 male drivers and has not been a strong example of inclusivity for women. That is beginning to shift, thanks to leaders like Susie Wolff. As the last woman to drive in F1, she has since dedicated her career to creating opportunities for female drivers through initiatives like F1 Academy.

The recent partnership between F1 Academy and Charlotte Tilbury is another important milestone. Charlotte Tilbury became the first female founder and the first beauty brand to sponsor the Academy. From the beginning, the brand has shown a real commitment, not only to the drivers but to the fans and making it clear they are here for the long term.

As someone who was already a fan of both the sport and the brand, what has made this partnership especially meaningful to me, is how naturally it has come together. It doesn’t feel forced. It isn’t reduced to super glam moments for the sake of optics. Instead, it celebrates the athletes and the culture of the sport in a way that feels thoughtful, authentic, and fresh. I don’t know many mascaras that have been tested at 180 MPH…”

Q: For brands looking to enter the NIL space or grow their presence in women’s sports, what’s your biggest piece of advice to ensure authentic and effective partnerships? 

A: “Female athletes aren't just marketable during big moments. I see many brands jump in with a one-off deal after a viral play or a championship win. A single post, a quick trade, and that’s it. However, the real value lies in long-term campaigns that allow both the athlete and the audience time to establish a connection with the brand.

But really, you want to drive impactful results with a partnership? Here’s a pro tip: find a way to authentically engage with the Latina fan base. I don’t mean just translating your content into Spanish. I mean actually leaning in with Latina athletes and the culture. Learn what matters to this audience, reflect it in your campaigns, and build a real community.

Latina fans are powerful. They’re twice as likely to influence the people around them. They’re also showing the fastest growth in interest in women’s sports compared to other groups. If you're not already thinking about how to serve this audience, you're leaving a major opportunity on the table.”

Q: What’s one misconception about female athletes in marketing that you’d like to see challenged or changed?

A: “‘Female athletes only appeal to female audiences.” For years, there has been the idea that female athletes primarily influence female fans. But Sabrina Ionescue’s Sabrina 1 proved otherwise. It was the top-selling shoe on Nike By You last year and was seen not just on WNBA courts, but also on NBA courts.

Signature shoes for WNBA stars aren't new. Sheryl Swoopes was the first back in 1995, and others followed—Rebecca Lobo, Candace Parker, Elena Delle Donne, Nikki McCray. But none of those lines have broken through into the men's game like this one!

Sabrina’s shoe worked because it focuses on key elements any player wants: Performance. Style. Customization. It’s proof that female athletes can drive commercial impact. Not in a niche way. Not as a side story. At the center.”

Q: What’s next for you in this space? What exciting projects or passions are you currently working on?

A: “I’ve spent the past few years diving deep into the business of sports. I’m a fan first, which is probably why I care so much about working with companies that don’t just understand the game, but genuinely love it too. I grew up watching Mia Hamm, Michelle Kwan, and the Williams sisters. I didn’t know it at the time, but those women were shaping how I’d think about sports, storytelling, and influence. I wasn’t calling it “sports marketing” back then, but I was definitely hooked on the power of a great moment and what it could mean to the people watching.

Since then, I’ve been fortunate to work on projects that help fans experience sports in new and innovative ways. I care deeply about how people connect with the game and how brands are perceived during that journey. I’m especially invested in how data can be used to make that experience feel personal. For the past five years, I’ve heard a lot of talk from sportsbooks, tech companies, and media outlets about personalization, but I haven’t seen anyone truly deliver on it yet. There’s still so much opportunity to get it right, and I’m absolutely pumped to be part of teams who are working hard to do so!”