Social media now enables individual athletes to reach audiences directly, sharing their values and voice and giving them a platform through which to better represent sponsors. However, the model for engaging athletes and other brand ambassadors has not moved to reflect changing audience engagement practices. It is stuck in an agent-based and top-down negotiation model that fails athletes and SMEs. Too many athletes, especially from underrepresented demographics, are excluded from sponsorship based on fixed metrics. SMEs are unable to meaningfully engage in sponsorship due to the cost and complexity barrier, despite awareness of the benefits of authentic value-based advertising. A New Icon (ANI) has created the platform to change this. Offering innovative open-marketplace athlete-sponsorship, it focuses on the unique connections athletes bring to sponsors/audiences. It balances power between sponsor and sponsee to allow direct interaction and end-to-end support. This project will create the Consortium, a novel campaign tool focused on capturing the alternative social metrics which are increasingly important to small businesses and individuals, such as inclusivity and diversity/accessibility of messaging. It also enables localisation, whether geographical or community based. This supports the sharing of goals and values which sit at the core of good role-model-based advertising.