Like Mike: Building a successful athlete driven marketing strategy
How to deliver strong ROI and brand benefits from athlete partnerships
If you are new around here, here’s why I started writing.
A few years ago, many of us watched The Last Dance and received the insider perspective of the Chicago Bulls’ historic run a few decades ago. The docuseries was about the Bulls, but the draw was the never before seen footage of Michael Jordan and his behind the scenes interviews. Recently, there has been quite a bit of discussion regarding athletes as influencers, unlocking a new area for the industry. While athlete driven marketing has entered the mainstream, Jordan was doing this before the age of social media.
Back when I was growing up (in the 1900s), Michael Jordan was a massive influence to all of us. From his gravity-defying dunks to his relentless work ethic, he captivated audiences worldwide, inspiring generations to strive for greatness. Beyond his athletic prowess, Jordan's partnerships with brands like Nike, McDonald's, and Gatorade set the standard for athlete-driven marketing, cementing his legacy as not just a basketball legend, but an influential cultural figure whose impact continues to resonate far beyond the confines of the hardwood. And, Jordan is still using his athlete influence as the team co-owner of a NASCAR team (who won this weekend).
What’s changed now? Athletes, with their immense popularity and dedicated fan bases, are more accessible than ever before. This week, we’ll cover the:
rise of the athlete influencer
benefits, challenges, and considerations of athlete partnerships
measuring athlete partnerships
Off we go to fill this in!
The rise of the athlete influencer
The rise of social media has transformed the world of marketing, and athletes have emerged as a powerful force in this new landscape. With their immense fan bases and authentic personalities, they are redefining the traditional concept of celebrity. Unlike traditional celebrities, athletes are seen as relatable individuals who share a common passion with their followers, making them highly effective brand ambassadors.
The authenticity and relatability of athletes resonate deeply with consumers, who are increasingly drawn to genuine connections and shared values. Athletes have the power to influence consumer behavior and drive brand loyalty. They can connect with fans on a personal level, fostering a sense of community and belonging. This engaged following presents a valuable opportunity for brands seeking to reach new audiences and establish meaningful connections.
Athletes bring a unique blend of charisma, athleticism, and relatability that traditional celebrities often lack. They embody the values of hard work, dedication, and perseverance, which resonate with consumers on a personal level. By leveraging the power of athlete influencers, brands can tap into this emotional connection and create marketing campaigns that are both authentic and impactful. And, maybe they’ll adopt Australia as a second home like F1 driver Valteri Bottas for Uber Carshare:
In addition to their influence on consumer behavior, athlete influencers also play a significant role in shaping culture and society. They are often seen as role models and trendsetters, inspiring millions of people around the world. Their social media presence allows them to engage directly with fans, fostering a sense of community and belonging. This cultural influence further enhances their value as brand ambassadors, as they can connect brands with a wider audience and create a lasting impact.
Benefits of athlete-driven marketing
Athlete-driven marketing can provide brands with a number of significant benefits. One key advantage is the ability to reach a new and wider audience, especially segments that a brand may be targeting. Athletes have a dedicated fan base that is often highly engaged and loyal. By partnering with athletes, brands can tap into this existing network and gain access to a broader consumer base.
Another benefit is the enhanced authenticity and relatability it brings to marketing campaigns. Athletes are perceived as genuine and trustworthy individuals, which can positively impact brand perception. Consumers are more likely to connect with and trust a brand that is associated with an athlete they admire. For example, 87% of consumers state that they are more likely to purchase a product endorsed by an athlete they follow.1 This authenticity can lead to stronger brand loyalty and a deeper emotional connection between the brand and its customers.
Furthermore, athlete partnerships can help create more engaging and memorable marketing campaigns. Athletes bring a unique perspective and personal touch to marketing content, making it more interesting and relatable for consumers. Their involvement can generate excitement and buzz around the brand, leading to increased brand awareness and engagement, like our friend Bottas above.
Building long-term relationships with consumers is crucial for sustained business growth. Athletes can play a pivotal role in fostering these relationships. Their enduring connection with fans allows brands to maintain a continuous presence in consumers' minds. Over time, this can lead to increased brand loyalty and repeat purchases, ultimately contributing to long-term business success.
Travis Kelce of the Kansas City Chiefs has served as a great example of this as he built an impressive career in the NFL and has now evolved into a household name for Swifties everywhere. Travis and his brother Jason (recently retired center for the Philadelphia Eagles) have a podcast called New Heights, where they have built a community of fans and partnerships on the Wave Podcast Network.
Athlete-driven marketing is a powerful tool that can help brands reach new audiences, build trust, and create long-term relationships with consumers. However, there are some challenges and considerations that are key to this type of campaign. It can’t all be good news!
One of the biggest challenges is ensuring authenticity. Athletes are seen as authentic and relatable, but brands need to make sure that their partnerships with athletes are genuine and transparent. If consumers perceive a partnership as being fake or forced, it can damage the brand's reputation.
Another challenge is managing potential risks. Athletes are human, and they can make mistakes. If an athlete associated with a brand is involved in a scandal or controversy, it can reflect poorly on the brand. Brands need to have a plan in place to address potential risks and mitigate any negative impact on their reputation.
Finally, brands need to consider the potential impact on athlete-fan relationships. Athletes have a strong bond with their fans, and fans can be fiercely loyal. If a brand is perceived as taking advantage of an athlete or damaging their reputation, it can alienate fans and damage the brand's reputation.
Measuring athlete partnerships
Despite these challenges, athlete-driven marketing can be a powerful tool for brands. By carefully considering the challenges and considerations involved, brands can develop successful athlete partnerships that help them reach their marketing goals. And, as we discuss in every newsletter, setting goals is the most important thing to do when a brand pursues a partnerships. Here are a few things to consider when setting return on investment targets:
Reach and Engagement: Measure the athlete's reach and engagement on social media platforms before and after the partnership.
Impressions and Mentions: Track the number of impressions generated by the partnership across different channels and the frequency of brand mentions.
Sales and Conversions: Analyze the impact of the partnership on sales and conversion rates, both online and offline.
Brand Sentiment: Assess changes in brand sentiment and perception among consumers following the partnership.
Media Value: Calculate the estimated media value generated by the partnership in terms of advertising equivalency.
This can be super easy if an athlete is creating a sponsored post on social media with a referral link. On the other hand, this measurement gets a whole lot harder when the athlete is not directly selling a product. When focused on awareness and reach, many measurement firms state that they have the answer here for media value and sentiment. It’s pretty difficult to attach a value to partnerships focused on awareness without having those upfront goals and a measurement plan because there is no one size fits all solution here. So, good luck! But really, set goals and targets and make sure there’s a measurement plan.
Finishing this up, eyes wide open
The good news is that there are many benefits to athlete partnerships and brands don’t have to make this shot with your eyes closed. You can achieve the benefits by setting realistic targets and goals, finding authentic partnerships, and measuring from end to end for success.
As always, thanks for reading. Please like, share, and offer feedback if interested.
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