LONDON, ENGLAND - JUNE 04: Michael Rocha-Keys speaks at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 04: Sean Verity speaks at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 04: Sean Verity and Emile Heskey speak at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 04: Liseli Sitali speaks at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 04: Sean Verity and Emile Heskey speak at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 04: Sean Verity and Emile Heskey speak at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

LONDON, ENGLAND - JUNE 04: Sean Verity and Emile Heskey speak at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

Flat-packed Amazon-branded cardboard boxes are pictured inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)