Use a big event to build a better brand.
As UEFA EURO, Copa América, the Olympics, and the Paralympics get closer, these events offer more than competitive play; they provide an ideal platform to boost athlete brands and reach fans worldwide. While competing at your best level should - quite obviously - be your main focus, it’s important to realize that your event will also offer quite a unique platform to amplify your brand. This article offers easy strategies to help athletes boost their brand without hurting their performance.
1 EMBRACE THE OPPORTUNITY.
Understand the stage: Acknowledge that big events aren’t just sports events but global stages with millions of people watching. Every moment, on and off the field, is an opportunity for you to showcase your brand.
Plan to make an impact: Approach the tournament to make the most of it. This means planning and executing your strategy with focus, intent, and dedication. As an athlete, your time in the limelight is short. You won’t get many of these opportunities, so approach them with a sense of urgency.
2 BUILD A BETTER BRAND
Show your unique self: Uncover what sets you apart, whether it’s your distinctive playing style, your unique journey, or your off-field passions. This distinctiveness should guide all your brand activity and separate you from your competition.
Be consistent online: Ensure you look as great online as you do on the pitch. Secure a personal website (Your_Name.Com) for your digital home base. Use your social media channels to amplify your message. Ensure all your digital platforms are easy to find and visually aligned.
3 ENGAGE FANS WITH GREAT CONTENT.
Find your “True Fans”: Before you post, define who you are creating content for. Focus on connecting with your "1000 True Fans." Understanding their interests enables you to create content they will love and appreciate.
Be authentic: Use your phone to share straightforward, behind-the-scenes content and spontaneous updates. Don’t aim for polished media perfection; prioritize being direct and authentic. Offer insights into your emotions and thoughts, emphasizing realness over production value.
4 LEVERAGE PARTNERSHIPS.
Connect with other athletes: Actively interact with other athletes, whether teammates or opponents, who share your values. Mention, tag, and respond to them with friendly banter, recognition, or feedback. These informal, genuine interactions are a great way to boost both of your profiles.
Work with partners: Work with your federation and sponsors to boost mutual visibility. Within the bounds of regulations and IP/rights restrictions, strategically plan how to feature, schedule, and promote these key partnerships for maximum benefit.
5 MASTER MEDIA ENGAGEMENT
Plan your media appearances: Proactively plan your media appearances. Prioritize appearances with creators and programs that reach your priority audience. Understand what they need and learn how to offer genuine media value. Share personal insights and avoid cliché answers.
Tell your story: Master the art of storytelling on your favorite channels. Use hashtags. Ensure your channels are most valuable during key moments. Plan who will manage your channel while you are busy competing or celebrating.
6 MAKE A SOCIAL IMPACT.
Support causes: You are representing your country. Your platform could raise awareness or drive important change. Feel free to advocate for causes that genuinely matter to you (or your community). Only be vocal about issues you are both knowledgeable and passionate about.
Beware of controversy: Not everyone will agree with you. While outspoken controversy can certainly attract attention, it may also become uncontrollable. Respect your jersey, teammates, and opponents. Consider whether speaking out on controversial topics could in any way jeopardize your focus or your team's ability to perform.
7 KEEP THE MOMENTUM GROWING.
Engage after the event: Strike your iron when it’s hot. Consider potential scenarios beforehand. What would be the best possible stage to share your story? Continue to engage your audience. Thank them for their support. Share your plans and ongoing projects.
Review and improve: Analyze what strategies worked (for you or athletes like you). Create a file featuring all photography, video material, articles, and stats you can find. Gather feedback and consider what you could do to improve your strategy.
Conclusion
Major international events aren’t just competitions but career-defining opportunities for athletes to build their legacies, share their stories, and grow their influence. By considering these strategies, athletes can boost their independence, influence, income, and impact. So, whether you're a footballer, Olympian, or Paralympian, make this a summer worth remembering. Set yourself up to build the brand you love and create the business that your talent and hard work deserve.
FANS FAVOUR FACES OVER FEDERATIONS
👀 Icons equal eyeballs.
For nearly 20 years, football teams and federations have been building, optimizing, and monetizing their online presence. By June 2024, the 24 national football federations that qualified for UEFA Euro 2024 had accumulated 176,592,297 followers across Facebook, Instagram, and X. Their digital footprint quickly became fundamental to their commercial value.
💰 Investing in the best talent.
Being part of a national football federation's brand marketing team isn’t just any job; it's a highly coveted position. These teams employ top-tier talent that is well-educated, highly motivated, and very experienced, forming well-oiled machines. Roles range from marketing and communications directors to social media/community managers, content creators, sponsorship managers, data analysts, legal teams, player liaison officers, and embedded content creators. Additionally, federations collaborate with the best external partners, including digital marketing agencies, media buying agencies, public relations firms, external social media specialists, platform support teams, creative agencies, influencer marketing experts, event management teams, and technology solutions providers.
😁 Faces are the new logos.
While nearly 177 million followers are impressive, this number is dwarfed by the 1,879,722,522 combined followers of just 24 players participating in the tournament - yes, that’s almost 1.9 BILLION. Despite this incredible popularity, these professional players often - still - approach social media with the mindset of an amateur. They lack a consistent strategy and typically rely on occasional input from their agent, free content from their teams, or - if they're lucky - a little help from a close friend or family member. For many, their phone is probably their most advanced piece of equipment.
💣 Let’s get to work.
Like their counterparts in other sports, most football players acknowledge that they probably should be doing better but often lack the motivation, vision, resources, or expertise to do so. Yet, their untapped potential is vast and ripe for exploration! These players could revolutionize the industry by investing in the right strategies, tactics, tools, and teams to engage their audiences, mirroring the efforts of federations over the past two decades. Building a better brand would boost their independence and influence and substantially increase their income and overall impact.
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