Sports marketing is big business. As it grows, the role of an athlete as an influencer is becoming an even more valuable trait. But how is this shaping sports marketing?

Influencer marketing was once easy. Pick someone with a following, then get them to advertise your product. Today, it is much more complex, with more choices and an increased number of pitfalls. As larger numbers of athletes become social media influencers, how is this shaping the future of sports marketing and what does it mean for your brand?

The Rise of Athlete Influencers in Sports Marketing 

Jesse Owens was a pioneer in many different ways. In the 1936 Berlin Olympics, he became the first person to win four medals in one Olympic Games tournament. A black American athlete, he did so under the gaze of the Nazi party, showcasing just how wrong their regime was and cementing America as the land of the free on a global stage.  
 
This did not go unnoticed by sports brand Adidas. They quickly began to supply him with free goods, all of which would be used for promotional purposes. Thus, the free giveaway was born, a practice still used today in sports marketing and the birth of the influencer as we know it.  
 
The concept of sports marketing really started in the world of golf. Many cite Arnold Palmer as the first person to build a business off the back of his athletic achievements. Not only did he endorse golfing products, but he was also seen on car rentals, engine fluids, automobile brands, airlines, and watches. The first client at the famous sports marketing brand IMG, his earnings went from $6,000 to more than $500,000 in two years.  
 
It is hard to discuss sports marketing without mentioning Michael Jordan and Nike. A star of basketball, he was in talks with several brands to endorse a basketball shoe. Yet where others wanted him to wear already designed offerings, Nike offered him the chance to craft and have a say in the design of his own footwear. Adding extra colors, he was fined by the NBA for breaching regulations on color choice. This was duly paid by Nike as long as he kept wearing the shoes. Thus, the Air Jordan was born.  

The Consumer Response to Athlete Endorsements 

There are many different consumer products that have benefited from celebrity endorsement. Many of them are not just sports equipment either. For example, the sports betting sector is one that has long benefited from the use of celebrity endorsements. 
 
The online sportsbook sector is growing exponentially in the United States. Estimates are that it will be worth around $70.69 billion in revenue by the end of the year. This has brought increased competition, which has led the sector to experiment with different marketing tactics. These have involved third-party review sites that can help customers find the best sportsbook promotions this month. Many of these are lucrative bonuses worth thousands. They also categorize the top providers like DraftKings and FanDuel based on a range of factors and rank them based on markets and usability. 
 
However, just one tactic is often not enough, so athlete endorsements have been employed. One instance was the use of UFC fighter Conor McGregor. His notorious persona, that of slightly dangerous and edgy, tapped into a market his backing betting company wanted to reach. His strong personal brand was a natural match.  

Impact on Fan Engagement and Brand Loyalty 

There are several ways in which athlete influencers and endorsements help a brand. The most obvious is that the brand itself often becomes associated with the positive attributes of the athlete. These are generally people at the top of their game: Hard-working, strong, and motivated.  
 
When people are fans of the athlete, it creates an emotional bridge with the brand. In general, sports do tend to evoke strong emotions in people and this is something that carries with them. If brands stay with teams through the tough times as well as the bad, then this fosters a longer-term connection.  
 
Finally, brands can also partner with athletes who espouse their values. A prime example of this is English footballer Marcus Rashford, who decided to tackle child poverty and inequality off the pitch. Raising funds for charities such as Fairshare, the brands associated with him also had the benefit of association with these charities.  
 
Lastly, this provides a sustained social media and visual media presence. Athletes are always photographed and recorded on video, in podcasts, and on social media. With a brand endorsement, this goes without them, resulting in further advertising for the brand.  

Case Studies: Athletes Who Mastered Social Media  

There are several athletes who have mastered social media. As a result, they can command the highest fees for what they do. Cristiano Ronaldo is at the top of this pile. The soccer player is also a business expert, with dealings in everything from fashion to hotels. It makes sense that his social media is on point. Instagram is his main platform, where he tends to share updates on his life and family. He recently started a YouTube channel that had unprecedented amounts of followers upon opening (one million subscribers within an hour and a half). Within this, you will often see endorsements from companies he works with, such as Nike and Tag Heuer.  
 
Influencers in the world of sport are not just confined to European and US-centric sports either. Virat Kohli is an Indian cricket captain who has over 200 million followers on Instagram. Not only does he have brand deals with Puma and Audi, but he is also someone who has strong core values that his collaborators get the benefit of. He has also been instrumental in increasing the popularity of cricket in India and across the world. Crucially, he is married to Bollywood actress Anushka Sharma. As he shares content about their life together, the brand also manages to cross over into this secondary field. Essentially, they are getting two influencers and their audiences for the price of one.  
 
Many of these people have teams who curate their content and output. When you hire them, you often deal with their teams and not the athletes themselves. Thus, if you are thinking of influencer marketing, find a company you trust. They will be able to advise you on the right athletes to match your product, and hopefully forge a long-lasting collaboration.