Making the most of "New Year, New Me"

As we usher in the new year, consumers are embracing the "New Year, New Me" mindset, presenting a golden opportunity for marketers in the CPG, D2C, and almost all other B2C sectors. This season is synonymous with resolutions and transformations in health, finance, and lifestyle. Leveraging OpenSponsorship's vast network of athletes can be a game-changer in aligning your brand with this wave of consumer aspiration.

Why Work with Athletes?

Athletes, embody health and discipline, rise early, eat nutritiously, and train rigorously—habits many aspire to adopt in the new year. Their dedication and structured lifestyles inspire consumers to seek a blueprint for a healthier, more organized life. As role models, athletes offer a practical "how-to" guide for those aiming to kickstart their year with positive changes.

In short, they're role models that consumers look up to and the information they share about products is taken to heart by their audience.

Strategic Planning for "New Year, New Me" Campaigns

As we step into the transformative phase of "New Year, New Me", strategic planning becomes crucial for marketers looking to make a lasting impact. This section delves into the essentials of orchestrating successful campaigns, highlighting the pivotal role of OpenSponsorship in facilitating meaningful athlete partnerships. From timing your engagement to aligning your product with the right athlete, these insights will guide you in crafting campaigns that resonate with the aspirations of consumers embarking on their New Year's resolutions. Let's explore how to turn these resolutions into rewarding opportunities for your brand.

1. Give Yourself Time to Plan! 

  • Plan Ahead: Initiate your athlete collaboration through OpenSponsorship well before the campaign launch, ideally 3-6 weeks in advance, to capitalize on the New Year momentum. You can learn more about Athlete deal timelines in our post about deals and dates.
  • Athlete Relevance: Select athletes whose lifestyle and public persona resonate with the "New Year, New Me" theme. OpenSponsorship provides access to a diverse array of athletes, ensuring you find the perfect match for your brand.

2. Product and Message Alignment

  • Core Product Focus: Identify products that align with New Year's resolutions. OpenSponsorship can guide in matching these products with athletes who embody similar values.
  • Integrated Storytelling: Craft narratives that intertwine your product with the athlete's lifestyle, making your brand a part of their success story.

3. Goal-Oriented Campaigns

  • Define Clear Goals: Whether it's increasing sales, boosting brand visibility, or enhancing customer engagement, clarity in your campaign objectives is paramount.
  • Athlete Selection: OpenSponsorship's platform allows you to select athletes whose reach and image align with your specific campaign goals.

Leveraging OpenSponsorship for Effective Collaborations

Influencer marketing is key for many brands! Using OpenSponsorship is often responsible for making great partnerships between brands and athletes. In this section, we'll show you how to use OpenSponsorship to make your marketing campaigns stand out. We'll talk about how to build real connections with athletes and use their social media to get your message to more people. You'll learn how OpenSponsorship can make your marketing better, especially for your "New Year, New Me" campaigns, and make sure they catch people's attention.

  • Authentic Connections: Build genuine relationships with athletes through OpenSponsorship. Authentic endorsements resonate more strongly with audiences.
  • Social Media Synergy: Utilize the athlete's social media influence to amplify your campaign, taking advantage of platforms like Instagram, Twitter, and TikTok.
  • Creative and Relatable Content: Invest in innovative content that showcases real-life applications of your product in the athlete's routine.
  • Adaptive Strategies: Use OpenSponsorship’s analytics and feedback tools to monitor campaign performance and make data-driven adjustments.

New Year, New Me Campaign Inspiration

1MD & Allan Lazard

1MD Nutrition's “New Year, New You” sees a clear winner among the influencer partners - Allen Lazard. This case study delineates how leveraging Athletes can significantly elevate brand visibility and interaction, offering a fresh, impactful marketing avenue.

Check it out!

Allen Lazard_OpenSponsorship case study

Vitamin Shoppe + Multiple Athletes

Vitamin Shoppe was making a large push for many of its supplement products as the new year approached. Athletes involved in the campaign include Terrell Owens, Lexie Sutter, and many more! 

Check it out!

Vitamin Shoppe Content_1


For marketers aiming to make a significant impact in the "New Year, New Me" season, athlete partnerships through OpenSponsorship offer a unique and powerful avenue. By combining early planning, product alignment, clear goal-setting, and the authentic connection that athletes bring, your campaign can resonate deeply with the aspirations of the new year's audience. Embrace these strategies and leverage OpenSponsorship to create a campaign that not only meets but exceeds your marketing objectives.


Jeff is OpenSponsorship's Director of Marketing. He typically writes about sports sponsorship, marketing, and tips & tricks for brands.