Warriors F Kevin Durant's Thirty Five Media represents an "opportunity to diversify the NBA star's existing business with sponsors and set him up for a future outside of the spotlight" once his playing career is over, according to Tim Peterson of DIGIDAY. Durant has "parlayed his endorsement deals" with Nike, Alaska Airlines and American Family Insurance into "branded content deals for his media company." On Aug. 21, Thirty Five Media premiered "Dream To Acheive," an episodic series on Durant's YouTube channel featuring AFI as presenting sponsor, "as opposed to Durant pitching on the insurance company's behalf." In addition to "extending Durant's endorsement deal" with the company, the series is a "vehicle to promote other companies with which Durant has a relationship." The show's first episode "featured the CEO of Forward, a health-care startup in which Durant is an investor." Thirty Five Media co-Founder Rich Kleiman said going forward, "more of the brands will be just working with us as a media partner and less as just a part of Kevin's sponsorship deal." When it is time to "renew an existing deal," Durant and Kleiman are "looking to strike agreements with terms that include Thirty Five Media producing content for the sponsor." When an "existing endorsement is not yet up for renewal," Durant and Kleiman "sign a separate content production deal with the sponsor that has its own budget." Kleiman added that Thirty Five Media "isn't interested in producing content for hire like an agency would" (DIGIDAY.com, 8/28).
