Adeshola, one of Ad Age’s 2021 40 Under 40 honorees, has spent the last year navigating how to connect fans with their favorite teams, even when they couldn’t cheer for them in person. This included featuring tweets courtside in the NBA bubble and printing tweets on the starting line at the Daytona 500 and on Super Bowl confetti. Although fans are back in the stands, how they interact with sports on social platforms has permanently evolved.

And with new name, image and likeness rules for college athletes, Adeshola’s team struck a partnership with Opendorse, an agency that helps secure athletic endorsement deals, to provide student-athletes with a pathway to monetize video content on Twitter.