Social media has become an integral part of a professional athlete's career and female athletes seem to possess some of the larger followings, giving them strong influence. Not only can this help the individual athlete but it can be a powerful tool in highlighting women's sport, bringing more interest and additional coverage. Female athletes can also evoke change in other ways by being an influencer, such as by using their own personal stories to inspire others. “The stakeholders on the commercial side of sports are constantly searching for the next frontier, the next growth play,” Dan Cohen, who leads sports marketing company Octagon’s media rights consulting division, said in an email. “It is clearly women’s sports.”
Every athlete has a diet that works for them, but being healthy and fueling their body is key to their success. There has been a growing number of athletes who have moved to a more vegetarian or vegan lifestyle. Many of the athletes who have made the diet and lifestyle change now swear by it. This is not an easy change as professional athletes need to work with nutritionists to ensure they have the proper balance in their diet that would enable them to maintain their physique and to maintain a high level of performance for their sport. In fact a study published in 2015 in the American Journal of Health Promotion found that a plant-based diet can boost physical health and emotional well-being. As the lifestyle change has brought positives to many of the athlete's lives they often share recipes etc. with their fans and teammates.
Let's celebrate the LGBTQ+ community in sport by highlighting OpenSponsorship's star athletes!
Representation and awareness in the sports industry has been on the rise, and athletes in every sport imaginable have proven that they have the passion, skill, and strength to be stars in their designated sport. Partnering with LGBTQ+ athletes will not only enable you to directly connect with the community but can also bring positive sentiment to your brand. 37% of consumers feel positive about companies and brands that promote diversity and actively support LGBT communities in their advertising and marketing, according to professional LGBT network OUTstanding. These athletes have not only stepped up to be role models but they have also proven to be trendsetters as well. So, there are many positives to consider when thinking about working with one of our LGBTQ+ inclusive athletes.
The sports industry and its athletes have expanded their reach to the point of becoming influencers of fashion, lifestyle, fitness, and much more. Athletes can be a great resource to a brand and campaign in their ability to reach and connect with their fans and followers in a way that is hard to rival. In fact, the sports industry and market has been continuously growing, especially in this past decade, and is expected to grow by an additional 6%, reaching nearly $1,809.8 billion by 2022. The industry has grown in a way that has highlighted specific athletes and even enabled them to become household names as fashion and lifestyle icons. Much of this has been achieved through social media where athletes showcase more aspects of their lives and directly connect with their fans. Instagram drove more than $430M in Maximum Ad Value (MAV) during the first 9 months of 2019 with a 68% total value driven by sport properties and influencers. Sports fans are a passionate consumer group who follow their favorite teams and athletes on various platforms where they see all the brands their favorite athletes associate with on and off the field. This is particularly true for youth because 32% of 13-36-year-olds, and 39% of 13-36-year-old males, follow athletes on social networks.
In recent years, the legalization and use of CBD in some states have become a very prevalent topic in the sports world. It opens the doors for even more sponsorship opportunities with CBD brands, which is controversial among athletes, and if they should be partnering with these companies. Continuing the conversation with elite athletes Abby Dunkin (Paralympic wheelchair basketball player) and Leah West Casciano (Powerlifter), they discuss their opinions on CBD endorsements and if athletes should partner or use these CBD brands that are just starting to evolve.
Social media serves as a platform for athletes to have honest and authentic communication with their fans. It is the best way for an athlete to leave a lasting impression on his or her fans. Fans love connecting with their heroes, and social media is a great way for your presence, as an athlete, to be felt in the world.
More and more companies are using influencer marketing to advertise their brand instead of traditional advertising. But why is that? And what is influencer marketing?
We hear it all the time: Sports sponsorship isn't a B2B strategy. There's no concept of B2B sports sponsorship.
While it's a valid concern from companies who focus on B2B sales ... if you think about the pro sports community and the $60B in sponsorship spend that you see at work every time you tune into a game, you’ll realize that this thinking has little merit.