Athletes × Technology × Brands
25+ years building divisions, brokering deals, and creating market-defining platforms at the intersection of professional athletes, enterprise technology, and global brands.
"I can teach you technology. What I can't teach you is what you already know — an understanding of people and markets."
— Oracle Executive to Kenyon Rasheed, 1998
Kenyon Rasheed captained the University of Oklahoma football team — earning All-Big 8 Academic honors four straight years — before playing three NFL seasons as a fullback for the New York Giants and New York Jets. When a neck injury ended his career, a chance meeting on a plane with an Oracle executive changed everything.
At Oracle, he achieved 200% of revenue goal. But the bigger insight was recognizing that sports is a vertical — and nobody understood its processes better than he did. At 27, he walked into NFL offices and introduced ISWI, a real-time play-by-play betting system. Two years later, he'd brokered a $250 million licensing deal with Kirch Media that powered SkyBet overseas. At 28, he created the Player Record Library System — the NFL's first HIPAA-compliant EMR — and all 32 teams adopted it.
He went on to build Global Payments' Sports & Entertainment division from scratch — securing Mercedes-Benz Stadium and AT&T Stadium, then co-founded Edge3, an AI athlete intelligence platform acquired by Next League in 2025.
NFL Fullback · Team Captain at University of Oklahoma
Created ISWI, a real-time play-by-play sports betting system. Walked into NFL offices at 27 — they said the league would never touch it. Took it overseas, negotiated a 15-year licensing agreement with Kirch Media Group that powered SkyBet — pioneering interactive sports wagering years before the U.S. legalized.
Created the NFL's first HIPAA-compliant electronic medical records system. Secured sign-off from all 32 team trainers and presented to Commissioner Tagliabue, Harold Henderson, and the NFL medical council. Replaced FedEx-based medical record transfers with a digital API used at the NFL Draft Combine.
Built the entire division from scratch. Secured Mercedes-Benz Stadium (Atlanta Falcons) and AT&T Stadium (Dallas Cowboys). Established Global Payments as a Founding Partner alongside Coca-Cola, IBM, and The Home Depot. Pioneered the first direct venue commerce deal minus Ticketmaster. Drove 7–9% YoY revenue growth across 9 business units.
Co-founded AI-powered athlete intelligence platform on IBM Watsonx. Assembled Hall of Fame business partners, signed Will Anderson Jr. as first client, delivered IBM THINK keynote. Acquired by Next League — Kenyon now leads the College Sports Practice.
Hall of Fame business partners who don't just endorse — they advise, activate, and open doors.
NFL Hall of Fame · Partner
NBA Hall of Fame · Partner
4× NBA Champion · Partner
7× NBA Champion · Partner
CBS Sports · Business Partner
Former NFL Coach · Partner
NFL Hall of Fame · Partner
NFL DROY · Edge3 First Client
NFL Legends Event
Enterprise Technology Partnership
Activated Super Bowl Radio Row media promotion with Snoop Dogg for Xbox 360 — driving national press coverage, social buzz, and brand engagement during Super Bowl week.
Led IBM/Edge3 Super Bowl promotion with partners Brian Jones and Warren Sapp. Delivered a featured keynote at IBM THINK, presenting Edge3 athlete intelligence to IBM's global audience.
Created national marketing campaigns featuring celebrity athlete media tours that drove brand awareness and customer acquisition for sports betting platforms.
Hands-on recruiting advisory for families navigating the college process. Provided risk/fit reports with curated questions for each school, helping families make informed decisions.
Microsoft Xbox 360 Activation
Edge3 × IBM Watsonx
Edge3 is a data-driven athlete intelligence platform co-founded with Brian Jones, CBS Sports analyst and fellow NFL alumnus. The platform leverages IBM Watsonx AI to help athletes, families, and schools make smarter decisions about recruiting, NIL, the transfer portal, and career planning.
Rather than relying on media-generated star rankings, Edge3 uses machine learning to match athletes with programs based on real performance data, system fit, and career trajectory — serving schools, conferences, and brands with predictive dashboards and athlete valuation models.
Everyone's got access to the same data. It's how we look at it. Warren Sapp watches multiple college games with a Telestrator, sending clips of what a defensive tackle isn't doing. That's intelligence you can't replicate with algorithms alone.
— Kenyon Rasheed, Sports Business JournalEdge3's first client was Will Anderson Jr. — national champion at Alabama, NFL Defensive Rookie of the Year with the Houston Texans. Acquired by Next League in 2025, where Kenyon now leads the College Sports Practice.
University of Colorado · We're in the room
Head Coach · University of Oklahoma
2025 Verizon Super Bowl · Sideline AI Showcase
Presenting Edge3 × IBM Watsonx and the future of AI-powered athlete intelligence.
From the field to the boardroom.
The Edge3 and IBM Watsonx AI-powered athlete intelligence platform.
Founded 501(c)(3) nonprofit partnering with 18 high schools to offset athletic program costs.
Technology companies entering sports. Brands seeking athlete-powered marketing. Organizations navigating college athletics.