Athletic prowess is no longer the determining factor for long-term success. Being good enough at sports is needed to be a professional, but from that point onwards, the skills needed for post-career success are far removed from athleticism.
The modern athlete must think early on about developing a personal brand that will last beyond their playing career. This evolution in sports marketing hardly existed two decades ago, but it’s now the opportunity for athletes – whether it’s GB swimmers on OnlyFans, or UFC fighters starting YouTube channels while still competing. They know that the athletes before them were hung out to dry once their bodies began to decline.
The foundation of athletic personal branding
Building a brand sounds contrived. But, a strong personal brand has to center around authenticity for this very reason. Athletes who successfully build enduring brands understand that their unique personality and story are their greatest assets. Instead of assuming a manufactured persona, successful athletes should lean into what makes them distinctive.
The foundation of any athletic brand starts with consistent messaging across all platforms. This might mean appearing more in interviews, or posting on various social media platforms.
Performance excellence is of course important, as it gives you a head start. But it’s how athletes handle both victory and defeat that can define their brand. Some may be sore losers, and their brand might be about being a ruthless winner. Or, they might be gracious in defeat, inspiring others to that it’s possible to juggle elitism with humility. While it may seem like a bad example in hindsight, at the time, Conor McGregor, who was known for being outrageously egotistical, was lauded for being gracious in defeat in his first fight against Nate Diaz. It helped build his brand, and showed that being undefeated wasn’t important for his success (before he later destroyed it).
Digital platform strategy
Social media has changed everything, and it’s where your brand will be most communicated. However, it is possible, believe it or not, to build a brand through social media without being a doomscroller yourself. While it’s certainly easier to communicate by frequently Tweeting, it can also lead to mishaps and bad takes.
Letting an agency do this for you is one option, so long as it remains authentic, but it’s also possible to simply have big social media moments without even being the one to post it. For example, getting involved with a voluntary post-match interview, where a famous ex-player will be, with the knowledge that your interaction with them will be posted and shared on TikTok. This could be a planned meme, but it doesn’t need to be, it’s simply knowing that your actions will be conveyed on social media in short snippets. Knowing that can help generate soundbites.
Growing your own YouTube channel gives you control over your income and brand. Take strongman Eddie Hall – he collaborates with larger channels by leveraging what makes him unique. As a huge athlete, he partners with expert creators in different fields to answer questions their audiences are genuinely curious about: Can a 160kg strongman rock climb? Could he take on a smaller black belt in jiu-jitsu? These collaborations work because both the expert creators and their fans want to see how Eddie’s extraordinary physique performs in unfamiliar territory. He’s turned his athletic talent into compelling but novel content by testing it against other disciplines. We also get to see his wife, home, and general lifestyle.
Learn about sadie on fapello.
The role of representation agencies
Professional representation agencies certainly play a big role in maximizing an athlete’s off-court potential. In part because they offer advice, brand development expertise, and of course sponsorship negotiation with a long-term plan that most athletes naturally lack. The best agencies lean into the athlete’s natural self and become an extension of the athlete’s team.
Sponsorship deals are a great revenue source, there’s no doubt, but modern agencies look beyond traditional endorsements – especially as time may be ticking with these. Sometimes, a repositioning of your brand is needed in order for more sustainable sponsors post-retirement.
Diversification and business ventures
The most successful athletic brands go into business ventures that reflect the athlete’s interests and expertise. This diversification creates more uncorrelated revenue streams. LeBron James is a good example through his media company SpringHill Entertainment, equity stakes in Liverpool FC and Fenway Sports Group, along with strategic investments in Blaze Pizza.
Diversification can backfire when ventures lack strategic alignment. Former NBA player Antoine Walker’s numerous restaurant and real estate investments contributed to financial troubles despite earning over $100 million in his career. The lesson was that successful diversification requires thorough market research and an actual passion for the venture – not just throwing your name to boost the clout of random businesses.
The ultimate goal is to create a brand that transcends sports entirely. When our bodies can no longer perform, we can no longer do what brought us the success in the first place. Therefore, diversification isn’t just an option, it’s necessary in retirement.
