Most athlete partnerships in Web3 feel the same once you look closely and that’s exactly what @SIXR_cricket is calling out in its latest article.

A big name appears at launch, there’s a burst of attention, a few posts go out and then everything quietly fades.

The player moves on, the platform keeps building, and fans are left with nothing that actually lasts.

Instead of treating legends like rented billboards, SIXR is building around the idea that if athletes are the foundation of the culture, they should be part of the foundation of the product too.

Real involvement. Long term alignment. Shared upside.

What makes this interesting isn’t the marketing angle, it’s the restraint.

No one off campaigns. No borrowed credibility.

Just a slower, harder approach that prioritizes trust over reach.

In a space obsessed with quick attention, SIXR is asking a tougher question:
what would sports platforms look like if the people who built the culture actually stayed part of it?