Ever Wondered Why Athlete Influencers Are So Effective?
Professional athletes have been used to endorse a variety of brands, products, and services for years.
Michael Jordan’s partnership 🤝 with Nike, recognised by many as the archetypal athlete endorsement deal - which produced a successful spinoff brand - has been modeled 🤗 by many other partnerships that have resulted in several billion dollars worth of contracts.
The marriage 💍 of athlete influencers and social media
In 2016, FIFA superstar, Cristiano Ronaldo, signed a $1 billion lifetime deal with Nike, which helped him to become the highest paid 💰 athlete in the world in 2017. Compellingly, Ronaldo’s deal not only capitalises on the soccer celebrity’s likeness but also his reach on social media.
The combination of athletes and social media has created a new field for competition. However, what is even more novel is that not just Most Valuable Players (MVP), all-stars, and top professional athletes are cashing in on the craze 🤪. Lesser-known professionals, as well as relevant amateurs, are now being tapped by brands to promote their goods.
Athlete influencers have an edge
While top athletes are still considered pop culture celebrities, they are increasingly operating as social media influencers due to their direct line of communication 🗣️ with fans and followers. With ongoing exposure from their team, league, and sponsors, athlete influencers already have a built-in fanbase.
When they perform well, namely winning championships 🏆, breaking records, or are otherwise covered in the press, these athlete influencers gain additional attention, resulting in more followers on social media.
An athlete’s social influence is no longer strictly tied to their success in sports, despite being under close watch 👀. An athlete’s engagement, attitude toward fans, and social relevance are upping their value in the eyes of fans, consumers, and brands.
Athlete influencers use their voices for social good 👍
The combination of athletes and social media has created personal broadcast platforms for many of today’s top sports’ stars. Many athlete influencers have used the opportunity to speak out about the issues that are important to them.
Two-time Olympic gold medalist, four-time NBA MVP, actor, and philanthropist, LeBron James, has used his social media presence to speak on the topics he cares about. The basketball 🏀 phenom has also expressed political criticism, which has set off a bombardment of online responses from athletes, politicians, journalists, and fans.
Today’s athletes’ influence stretches beyond the bounds of sports
Athletes are more than players “on the field”. Exposing their authentic selves on social media, athlete influencers have found ways to engage with people outside of the sporting arena.
Despite the controversies, many athlete influencers resonate with consumers and deliver for brands. Key to creating such buzz ⚡ relies on factors including budget, marketing goals 🎯, brand message and image, and partnering with the right influencers.
Who is your favourite athlete? Share your answer down below 👇👇👇😎.
Reference:
Mediakix
