England fast bowler Tymal Mills has entered into a groundbreaking partnership with OnlyFans, becoming the first high-profile cricketer to join the global content creator platform.
Mills will use the platform to share exclusive, behind-the-scenes content, offer in-depth cricket analysis, and provide one-to-one coaching insights for fans. This move aims to give supporters unprecedented access to the personal and professional side of his cricketing journey.
As part of the agreement, the OnlyFans logo will feature prominently on Mills’ cricket bat, starting this week as he represents Southern Brave in The Hundred.
While OnlyFans is widely known for its adult-focused creators, the company has been actively expanding into sports and lifestyle content. Mills has been clear that his channel will remain entirely safe-for-work, focusing on cricket, training, and professional insights.
This collaboration follows a trend of athletes using alternative media platforms to build deeper connections with their audiences, diversify income streams, and expand personal brands beyond traditional sponsorships.
365247 Consulting Insight
Athlete-brand partnerships are evolving rapidly. Platforms like OnlyFans — traditionally associated with niche content — are now making aggressive moves into mainstream sports marketing, offering athletes direct-to-fan monetisation opportunities.
For players, the benefits include:
- Control over their own content and narrative
- Direct fan engagement without traditional media gatekeepers
- New revenue streams outside match-day earnings
For brands, these partnerships open the door to hyper-engaged audiences and authentic storytelling opportunities.
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IMAGE: AFP
