LONDON, ENGLAND - JUNE 04: (L-R) Liseli Sitali, Sean Verity, Emile Heskey and Michael Rocha-Keys speak at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)