THE FUTURE OF SPORTS: BRAND-LED, ATHLETE-CENTRIC, & DATA-POWERED.
Since the 1960s, sports have been about 'the thrill of victory and the agony of defeat.' This has always pulled fans into athletes' stories. Today, athletes can directly engage with fans about topics far beyond sports. Sports have converged with politics, entertainment, fashion, lifestyle, and social issues, amplifying their influence. However, while sharing content online has become easier, building a strong brand, telling a great story, or building a vibrant online fan community remains challenging for most athletes.
📲 Digital is reshaping sports.
Fandom, once predominantly local and forever loyal, has changed. The NBA estimates it has roughly a billion global fans, most unlikely ever to attend games in person. Gen Z sports fans consume sports in new ways. At the Australian Sports Marketing Conference, SportNXT, Disney & ESPN stated that 50% of all sports consumption happens across digital and gaming channels. Fandom has become ‘remote’ and ‘fluid,’ meaning fans support whomever they like, wherever, whenever, and for as long as they want.
Think about this: the collective social media following of the big leagues (NFL 🏈, NBA 🏀, MLB ⚾, NHL 🏒, and FIFA World Cup ⚽) totals 415 million followers on Instagram, Facebook, and X. However, just three soccer players (Leo Messi, Cristiano Ronaldo, and Neymar Jr.) boast a staggering 1.8 billion followers! Considering the incredible importance of social media for our industry, why are these giant, highly professional, hard-working organizations being dwarfed by what are basically "just three guys on their phones?"
🚨 Stop competing with athletes.
This fascinating dynamic, where individual athletes collectively outshine their competitions, federations, and teams, isn't the exclusive territory of a few iconic superstars or limited to team sports. It's a widespread phenomenon across the entire industry. For instance, the Dutch second-division soccer team FC Eindhoven sees its 25,600 Instagram followers dwarfed by its (51 men’s and women’s) players' combined reach of 434,000. Similarly, in women’s tennis, 16 (partially retired) players command over 38 million Instagram followers, starkly contrasting to the WTA’s 1.2 million.
These examples illustrate how fans gravitate towards athletes' personal stories beyond their athletic achievements. By celebrating, facilitating, and accelerating this incredible - yet largely untapped - potential, leagues and teams can broaden their appeal and deepen fan engagement.
🚀 Moving forward
Moving forward, sports organizations must prioritize investing in and adequately compensating athletes for their digital collaborations. Athletes have become even more valuable assets whose engagement and influence can significantly boost engagement and growth. By providing athletes with digital training, support, and financial compensation, organizations can empower them to excel online and meet the evolving demands of tomorrow's fans.
Integrating athletes into digital strategies in ways that acknowledge and reward their actual value will boost engagement and foster a new and more inclusive culture of collaboration and mutual respect within the industry. This proactive approach strengthens athlete involvement and positions the industry to thrive amidst ongoing changes and fierce competition.
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 National Athlete Manager | Madrid, Spain
Red Bull Athlete Marketing Specialist | Amsterdam, The Netherlands
Under Armour, Lead, Digital & Social Brand Marketing 🏀| Curry, Baltimore, MD
Under Armour, Director, Merchandising 🏀| Curry, Baltimore, MD
Adidas, Senior Manager Sports Marketing /// | Istanbul, Türkiye
Two Circles, 2024 Athlete Program | London, United Kingdom
Fanatics, Manager Athlete Partnerships, Baseball ⚾| New York, NY
Can sports journalism survive in the era of the athlete?
Athletes share their stories, highlighting that impactful content can be more than "just journalism." Their journeys and insights open up a new, engaging world for fans. (Amazing article by Joshua Hersh. Thanks to Dragan Perendija).
https://www.cjr.org/business_of_news/sports-journalism-survival-foul-territory-mcafee-braun-mlb.php - Columbia Journalism Review
The four phases of NIL: Predictions based on trends
Thomas Thomas Jr. shares his take on the evolution of NIL in college sports, starting with the early marketplace days to the potential future of athletes unionizing and getting a piece of TV revenue.
The four phases of NIL: Predictions based on trends (sportsbusinessjournal.com)
The LPGA wants its players to be household names. Help is on the way.
Adam Stanley discusses the LPGA Tour's strategy to boost the brands of its athletes', aiming to turn them into stars in sports and beyond, in The Washington Post.
The LPGA wants its players to be household names. Help is on the way. - The Washington Post
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