Overcoming obstacles in athlete branding
Athletes face unique hurdles in boosting their brands and businesses. Navigating a progressively athlete-centric, brand-driven, and data-powered industry demands more than “just” beating your competition. In this article, we'll explore five common reasons athletes often struggle to build better brands and provide practical solutions for their success.
⌛ Hurdle 1. Time constraints:
Athletes are not influencers, trained marketers, or digital experts. Their schedules are packed with training sessions. competitions, and travel, leaving little time for branding, content creation, or digital marketing. However, rather than allowing time constraints to get in your way,
it's essential to recognize the importance of strategic planning. Even with limited time, prioritizing brand-building activities can yield significant results. Use your time wisely to build the brand and business you love and deserve.
🧭 Hurdle 2. Lack of guidance:
Many athletes lack access to mentors or resources for branding or digital marketing. They feel lost and unsure of where to start without clear guidance they can trust. Most coaches, agents, and administrators thrived in an industry that wasn’t as digitally connected as it is today.
Tomorrow’s industry requires new skills. Consider who in your entourage understands the value of data, affiliate marketing, or digital-first products. Don't hesitate to recruit the help you need. Seek advice from industry experts and build the online brand universe your talent deserves.
🧮 Hurdle 3. Digital complexity:
Navigating the digital landscape can be daunting for athletes despite its potential simplicity. With emerging social media platforms and user-friendly tools, the possibilities are endless. However, the rapid pace of development can overwhelm athletes and agents alike.
Which new platforms should they explore, and which can they ignore? Dedicated agencies and simplified strategies can help athletes overcome this obstacle, allowing them to build a strong digital brand presence that resonates with their audience and is easy to manage.
🫣 Hurdle 4. Self-promotion discomfort:
Many athletes feel uncomfortable promoting themselves and prefer to let their performance speak for itself. However, every athlete already has a brand, whether they intentionally cultivate it or not. Relying solely on winning to define your brand will be unsuccessful. Your results alone will not be able to convey your personality or purpose.
Don’t leave your reputation up to the trolls and haters. Instead, reframe branding to help your audience understand who you are and what matters to you most. By amplifying your voice, showcasing your strengths, and increasing your visibility, you can 'market like a magnet,' attracting the best (fans and opportunities) and repelling the rest.
😬 Hurdle 5. Stepping outside the comfort zone:
Being an athlete is a vulnerable profession. Results are unpredictable, competition is fierce, margins are razor thin, and there's always a risk of injury. Athletes face immense pressure to succeed, both on and off the field. Fear of failure and public scrutiny may prevent you from building a better brand.
It's easier to focus on the present than to envision your future, but growth comes from stepping out of your comfort zone. You won't improve without taking risks and embracing the challenge. Overcome your fears and see building the brand you love as a chance to grow and learn.
Conclusion
Despite the challenges outlined, athletes today are presented with unprecedented opportunities. Unlike previous generations, who were forced to rely on traditional rightsholders and media outlets, modern athletes can access a broad range of media creation and distribution channels.
By acknowledging and confronting these obstacles directly and seeking the necessary support, athletes can break new ground and build brands, businesses, and impact far beyond their athletic careers.
Every month, we curate a collection of athlete-focused job openings across the industry, including brands and sponsors. If you know of a relevant opening, please message me on LinkedIn. This month's opportunities feature:
Red Bull
Intern Athletes & Club Marketing | Munich, Germany
Athlete Marketing Specialist | Amsterdam, The Netherlands
New Balance
EMEA Sports Marketing Manager – Running | Warrington, United Kingdom
The Clever Group
Partner Athlete Division: Professional (NFL) & College (NIL) | US
Wasserman
Summer 2024 intern Women's Sports & Olympics | LA, CA, US
Summer 2024 Intern Football Marketing | LA, CA, USA
Summer 2024 Intern Football Marketing | Las Vegas, NV, USA
Summer 2024 Intern Social Media Sports Talent & The Collective | LA, CA, USA)
Summer 2024 Intern Baseball Marketing & Client Services | LA, CA, USA
Adidas
Adidas Director Athlete Servicing | Portland, OR, USA
Senior Specialist SPOMA Support | Riyadh Region
✨ Special Invitation ✨
Interested in working with me? Check out these two exciting opportunities:
The Yunus Sports Hub
Chief Commercial Officer | Remote
Techonomy
Digital Sports Marketeer | Eindhoven, The Netherlands
How marketers choose college athlete influencers.
This HBR article by Kimberly A. Whitler and Graham Twente explores why being real matters more than having a huge following. Instead of trying to be perfect, be yourself. Sharing genuine moments and insights connects better with fans and attracts potential sponsors.
The NFL draft gives players a chance to flaunt their style on the red carpet.
This AP article (by Lage, Larry) highlights the excitement is no longer just about football. During the 2024 draft players weren’t just celebrated fort heir football skills but also for their impecable sense of style. It’s highlighting how athletes are becoming style icons and entrepreneurs, making their mark beyond the field.
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