Factors for successful sports marketing of athletes

A medal, especially a gold medal, raises an athlete's profile enormously. Titles such as "world champion" or "Olympic champion" are almost like a title of nobility. Wikipedia entries and numerous articles from the media and sports organizations can quickly be found on the Internet. However, the athletes' own media are crucial for long-term marketing success. Some are already attracting more attention via their social media channels than many sports associations and specialist media. Sports influencers are the new players. However, it is not always the most successful athletes who have the greatest reach and community. Many tasks are required, above all authentic content, consistent liking and posting as well as a clear social media strategy as to which medium and type of communication is most important. Networking with other successful sports personalities is definitely one of the "must-do" tasks for athletes.

That means:

• Authentic content: Athletes should share authentic and regular content to engage their fans.
• Networking: Networking with other successful sports personalities can increase reach.
• Choice of platform: Focus on the most important social media channels that fit the athlete's personality and goals.

The impact of relevant victory medals is particularly important after an active sports career. Premium and exclusivity image values are conferred on athletes through world championships or the Olympics. From this point onwards, athletes are under constant observation by the public and their own community. Accordingly, their statements and postings carry greater weight. From the athlete's perspective, it is now important to enrich their fame and premium image with content. But not every opinion and every topic is suitable for a sports testimonial. In general, every statement about your own sport and about sport in general is helpful. Criticism and negative statements, on the other hand, have a much stronger echo and are therefore definitely "dangerous". There are further dangers when it comes to politics, religion and critical social issues. This is not to say that they are taboo topics in sports marketing, but rather that it is important that positions are clearly thought through and communicated authentically, credibly and consistently.

This means:

• Maintain a premium image: Athletes* should take care to support the image they have gained through victory with targeted content.
• Choice of topics: Comments and postings should be well thought out in sports marketing, especially when it comes to sensitive topics such as politics and religion.

Winning competitions leads to a flood of offers for public appearances, media inquiries and advertising partnerships. Athletes in sports marketing have to make strategic decisions: Which appearances best promote awareness and image? Which ones bring in an appropriate fee? It is also important to choose offers that are feasible in terms of time. Athletes should be aware of their origins and remain loyal to their region and sport.

That means:

• Prioritize: Athletes should evaluate public appearances and media requests according to how they promote awareness and image and whether they are appropriately remunerated.
• Regional presence: Maintain loyalty to your own origin and sport in order to preserve authenticity.

Regardless of whether potential sponsors are lining up, athletes should clarify a few strategic questions. First of all: Is there a management team for sponsorship matters or do athletes do this themselves? If there is management, a joint decision should be made as to which companies and sectors are suitable for sponsorship - but not without involving the athletes. The legal situation must be clarified, in particular the competition from association and club sponsors. It should also be determined which rights and services the sponsor receives and at what price. The size and image of the company should also be taken into account.

In other words:

• Management: Athletes should consider professional management for sponsorship matters.
• Choice of sponsor: Joint decision-making with management as to which companies and sectors are suitable as sponsors.
• Clarify the legal situation: Avoid competition from association and club sponsors and make clear agreements on rights and benefits.

It is not the number but the monetary value of sponsoring partnerships that determines economic success. Premium providers are rare, so it is better to concentrate on a small number of long-term partnerships. Many smaller advertising measures can put a strain on your own capacities and image. Athletes should make themselves scarce and clearly communicate the value of their partnerships. Successful partnerships thrive on brand ambassadors developing their own ideas for the benefit of the sponsor and doing everything they can to increase its value and longevity. Such references are more valuable in sports marketing and can be better used for further partnerships than an unmanageable number of smaller sponsors.

In other words:

• Quality over quantity: focus on a few, but valuable and long-term partnerships.
• Increasing value for sponsors: Develop your own ideas to support the sponsor in the long term and thus increase your own value as a brand ambassador.