A look at the fierce bonds between athletes and their fans that help jump start new businesses, spanning lifestyle brands, entertainment/media projects, philanthropies, investment opportunities and more. What is the right strategy allowing athletes to strike the best balance between interests in and out of the game? Who are key players aligning with athletes to support their varied projects? How are teams supporting athletes extending their careers to boost fan bases? Athletes and their partners discuss how they are accomplishing new goals with their followers at their side.