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Few agreements in the world are as personality-driven as endorsement agreements, making them perhaps some of the most interesting yet gruelling agreements to negotiate. And these agreements are increasingly likely to involve very high stakes.

In 2019, the New York Times published a piece titled "Don't Scoff at Influencers. They're Taking Over the World". The article expressed some prescient views: "As social media expands its cultural dominance, the people who can steer the online conversation will have an upper hand in whatever niche they occupy — whether that's media, politics, business or some other field."