Game-Changing Strategies: The Power of Influencer Marketing in Sports
Game-Changing Strategies: The Power of Influencer Marketing in Sports
Have you ever had the chance to meet a professional athlete and found yourself utterly starstruck by their incredible achievements? I certainly have. When becoming a professional athlete, establishing a personal brand comes with fame. Utilizing fame for a higher purpose closely aligns with the principles of influencer marketing; using an individual's brand to market your product or service. In today's age of social media, athletes have a unique opportunity to connect with brands, build their own brand identity, and collaborate with fellow athletes. Influencer marketing transcends the traditional notion of influencers who gained popularity solely for their looks or "it girl" status. Professional athletes bring a touch of enchantment to the world of influence, both in terms of what they can inspire and how their influence is marketed.
Fitness and Training Influence
Have you ever harbored the dream of becoming a professional volleyball player, representing the USA in the 2020 Tokyo Olympics? I can relate. From a young age, aspiring athletes often have role models they admire. For me, that was Annie Drews. However, the journey to becoming a professional athlete typically starts from humble beginnings. An athlete's journey from hometown to TV coverage inspires young athletes and creates the beginning of followers. Not simply rooting for them on the court, but rooting for them as a person. Content creation allows these followers to feel as though they are a part of the athlete’s journey.
In the world of influencer marketing, content creation revolves around sharing one's passion with others. While scrolling through TikTok, you may find yourself captivated by the athleticism, appearance, skills, and sheer determination of certain individuals. Becoming a professional athlete entails unwavering dedication across all aspects of life. When these athletes connect with their audience, they primarily engage with those who are genuinely interested in gaining insights into their day-to-day training routines and experiences.
Athlete Endorsements
Being a professional athlete isn’t as simple as playing the game the athlete loves. Athletes can benefit from endorsements financially while simultaneously building their personal brand. For athletes, this can be representing brands like Nike, Under Armor, Adidas, Uniqlo, Puma, and other athletic brands. For example, Stephen Curry has a longstanding brand endorsement with Under Armour that began in 2013. Whether on the court or running errands, he is representing Under Armor. “ Stephen Curry has signed a new long-term extension with Under Armour that will extend beyond his playing days and into his retirement” proving that his image outlives his athletic abilities. Stephen Curry is just one of many athletes who created a brand for themselves through athlete endorsements. Promoting a brand influences others to buy from a company. This helps athletes get their name out there as well as a brand gain more attention.
Athlete Travel
Some might question the influence of athletes' travel. However, an athlete's journeys, whether within states or even across countries, can significantly shape fan perception of the place they are traveling to. For instance, when Riley Greene shares that he has just arrived in Detroit to kick off his baseball season, it sparks fans' interest in visiting Detroit. Because he is a renowned Tigers player, fans are inspired by his travels. Similarly, if he were to post about traveling to Los Angeles for a Dodgers game, followers would avidly watch his stories, posts, and videos to determine whether or not they should watch the Dodgers game. When athletes share their experiences in various locations, they not only showcase their whereabouts but also generate curiosity and draw attention to those specific places, potentially attracting new fans.
Charitable Causes
#9 JJ McCarthy, a 20-year-old junior and the University of Michigan's quarterback, is widely recognized for his exceptional football skills. Recently, he unveiled his involvement in a charitable cause. Leveraging his influential status, McCarthy is making a significant impact on causes in the Ann Arbor area. He has fulfilled his commitment by pledging over $10,000 in donations to various charitable organizations and non-profits. McCarthy's dedication extends beyond his Division I football earnings; he is actively contributing to raise funds for the betterment of others. This philanthropic effort not only portrays athletes in a positive light but also serves as a compelling form of influencer marketing. When a professional athlete publicly supports a cause it draws attention to it. This attention positively affects the chosen philanthropy and the athlete himself. Athletes not only have the opportunity to give back, but they also garner substantial recognition from people across the nation.
Being a professional athlete is inherently time-consuming, and it revolves around public image. Therefore, lightening the athlete's load and assisting them on the back end to cultivate a more substantial social media following is crucial. Influencer marketing plays a pivotal role in guiding athletes toward unexplored strategies. It ensures that they curate exceptional content that aligns with the desired representation of their personal brand. This empowers athletes, essentially serving as "influencers," to amplify their voices and gain a deeper understanding of how to present themselves beyond their roles as professionals or college athletes.
About Alexandra
Alexandra Lucaj is a senior studying Advertising and Public Relations. Alexandra is GVPRSSA’s VP of Member Services for the 2023-2024 academic school year. She had previously been VP of Public Relations. She is also an Account Executive for GrandPR, Grand Valley State University’s student-run, nationally-affiliated, and student-run integrated communications firm. This summer she was the Community Relations Intern for the West Michigan Whitecaps and this fall she is the Communication intern for Boileau Communications Firm. In her free time, she loves to go to Grand Haven and go on any adventures that come her way. Alexandra is also involved in AASO, Albanian-American Student Organization as the current president for the 2023-2024 school year. After graduation, Alexandra would love to work for a professional sports team doing PR specific work.
