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New Voices Under 30: Lonnie Anthony

Lonnie Anthony

Co-Founder, Astoic Management

At the center of sports and culture, Lonnie Anthony has integrated celebrities into the NBA 2K video game and built a campaign for rapper Offset with New Era and the Atlanta Braves. Now, he is working with Floyd Mayweather to build out the boxer’s interests in technology, gaming and digital.

Shemoi Gidden

Age: 29 
Born: San Luis Obispo, Calif.
Education: California State University, Northridge, B.A., political science, concentration in law and society, minor in management

In the Industry

What drew me to a career in sports: As a kid I went to LeBron’s rookie preseason game and was sitting in the nosebleed section with my family. LeBron’s agent spotted me and told me to sit courtside with him. I didn’t know what he did back then, but I knew I wanted to do that when I grew up.

Biggest surprise when I started my career: Learning how much money was being generated off the court or field. When I realized that some athletes were making more money away from their sport, I found my niche.

Most exciting aspect of sports business: My favorite part of the sports business is seeing everything that takes place behind the scenes in order to create the perfect product that audiences witness under the bright lights.

How my generation is changing sports: By challenging norms and creating new ways for the athlete/brand to monetize. The development of technology and social media has transformed the way we look at the sports business as a whole.

Sports industry needs to do a better job of … : Embracing technology and the digital age.

More About You

Most important lesson of the past 18 months: Treat the janitor with the same respect as the CEO. Networking and establishing relationships with individuals from socioeconomically diverse backgrounds has put my company and me in amazing positions.

Go-to person when I need help: My business partner [co-founder Rob Martin]. We are constantly bouncing ideas off each other. We are also able to hold each other accountable because some days you might wake up and just need that extra spark.

My inspiration: My parents. They were able to overcome a lot of obstacles growing up and made several sacrifices for my sister and me. They put me in a position to succeed.

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