A Brand’s Guide to Working with Athletes
Insights from Erin Ally, VP, Social Media + Influencer Marketing
TL;DR: Athletes are no longer viewed as just players, but as dynamic personalities who can influence a wide range of audiences. Brands that choose to collaborate with athletes can benefit from their wide-ranging appeal, personal brand ethos and resonance in the mainstream media; however, when deciding to engage athletes for partnerships, brands should consider their goals, the format of the collaboration and how athletes fit into their customer journey and larger talent relations programs.
Sports have long been a staple in the lives of many, so why does it feel like they’re suddenly infiltrating every aspect of culture?
Today, sports are more accessible than ever thanks to changing consumption habits. Whereas you may have been forced to miss a game 20 years ago, social media and mobile streaming allow fans to stay plugged in 24/7. The increased volume and accessibility of sports content has made an already strong fandom even more engaged with every play, trade and (yes, we’ll say it) scandal happening in the sports space.
Social media has not only bolstered sports franchises but has also allowed players to build their individual brands and create their own impact in many ways, making them ideal brand spokespeople to reach today’s multi-faceted consumer.
Where brands come into play
With such passionate fanbases, brands have a clear opportunity to align their products with athletes’ established platforms. There are many reasons a brand might decide an athlete is the right fit for them, but particularly:
Athletes transcend the boundaries between classes, generating mass appeal from consumers across income levels
Athletes are highly regarded as having the necessary dedication, passion and work ethic that goes into being a professional athlete, which brings forth a professional and “serious” ethos to their personal brands and strengthens credibility
Unlike traditional influencers, athletes have strong resonance in the mainstream media that allows brands to tell 360-brand stories and integrate their partnerships through various touchpoints
How to start an athlete partnership
It’s critical to clearly define the goals for working with an athlete, which can range from top-of-funnel awareness and brand lift to sales (particularly through collaborations and limited-edition products). Ensure that the selected athlete has a proven track record for your desired results.
Once your program objectives are set, consider the various ways to tap an athlete partner:
Brand ambassadorships: Tapping athletes to become a long-term partner gives them a seat at the table and allows them to become “the face” of your campaign or brand for a time. Ambassadorships or spokesperson roles are typically holistic, using the athlete’s name and likeness across marketing collateral, in the press and digital platforms. An example of this in action is Simone Biles’ ambassadorship with Athleta, where she creates content, has a dedicated landing page on their website and has been featured in press interviews in conjunction with her partnership.
Appearances, events and paparazzi: If you’re looking for a buzzworthy spark at an event or activation, contracts can include the athlete’s presence at a launch party or activation. Photos from these parties can be pitched to entertainment press to gain mainstream attention and spark social media conversation around who attended an event.
Social media content: Athletes’ social media pages allow their fans authentic access, making their pages a great place for brands to gain exposure with new audiences. Across social media posts, it’s important to collaborate with an athlete to make sure the content is in their true voice and tells a story that both the athlete and the brand are proud of. This example from Brianna Green for KWT Global client Motive Health includes her explosive personality while demonstrating the value of the product in her day-to-day life.
Earned media: Partnering with athletes can provide a brand with diverse storytelling opportunities that allow them to venture into new media verticals. It’s important to note that the athlete and the brand should align on key message points and ensure there’s a timely or relevant hook to the partnership that would captivate a reader’s attention. Newsjacking is a particularly strong tactic for athlete partnerships as brands can be inserted into a relevant moment; one such example is KWT Global client Lovesac using Justin Pugh’s famous “straight off the couch” re-introduction to the New York Giants to tell a larger brand story about his Lovesac couch.
Beyond working with individual players, there are other ways to activate within the sports space, such as:
Activations and events: At major sporting events, there’s an opportunity to integrate brands as sponsors or with activations within a larger event. Take for example the Tiffany & Co. presence at the U.S. Open, which successfully created buzz around the luxury brand showing up during a relevant cultural moment.
Partners of players: With athletes becoming so accessible, there’s an increased interest in who they are off the field. By tapping into the families and partners of players, you can reach adjacent audiences — often with a lower price point associated. For example, NFL player Kyle Juszczyk’s wife Kristin has seen an increase in brand sponsorships after her content began going viral. Kristin’s been adding value for brands like Gatorade and Allstate and has even landed a brand deal with the NFL itself.
Team parties: Individual franchises and players often host intimate parties for their friends and families. Building on “partners of players” as a way in, KWT Global recently supported Kylie Kelce’s Ea-Gals party by providing product for their holiday gifting suite, which resulted in media coverage and viral TikTok content featuring Lovesac.
Regional charities and initiatives: Brands can also get involved by aligning with a player or franchise’s philanthropic efforts. Whether by financially sponsoring a charity event, providing product or raising awareness for the initiative, this provides an opportunity to showcase brand values and be a true partner.
Weighing the benefits of working with athletes to elevate a brand, it’s crucial to remember that there’s no one-size-fits-all approach to talent relations — athletes and otherwise.
Brands need to remember these crucial considerations when assessing athletes for their talent relations programs:
Consider content creation needs to bring a partnership to life. Athletes may be active on social media, but they aren’t cinematographers. Determine how the athlete can tell your story and which mediums will work best before then working closely with the team to execute the vision.
Be realistic about the timelines you need to achieve. In-season schedules are rigorous, so set up strong timelines that are realistic to when content can be filmed, interviews can be scheduled and meetings can be set up.
Stay on the pulse of what’s happening. Athletes are not immune to scandals and controversies. Social listening, news monitoring and ongoing reputation management can help ensure that the athlete partner is aligned with your brand values.
Ask “who else?” One singular talent partner cannot address every aspect of the customer journey. If you’re working with an athlete from an awareness standpoint, identify which other types of talent can reach your customers during other parts of their journey.
Teamwork makes the dream work
As we navigate this new era of partnership, one thing remains clear: athletes have become massively influential figures both on and off the court. Brands have recognized the power of aligning with athletes but must remember that it's essential to approach with careful consideration.
Ultimately, successful partnerships between brands and athletes require teamwork and alignment of values and objectives. By understanding the unique strengths and opportunities that an athlete brings to the table, brands can elevate their storytelling and create meaningful connections with consumers.
To learn more about how our influencer and VIP/celebrity experts help connect brands with the right partners, check out our services here.