Helping brands to partner with athletes in their influencer marketing and sponsorship marketing campaigns

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.”

It has been reported that women's sport does not receive as much coverage and investment even though it has more room for growth than men's sport. In 2018 studies showed that only 0.4% of the total commercial investment (in sport) goes into women’s sport, despite a Nielsen report revealing that 84% of general sports fans have an interest in women’s sports. 51% of those surveyed were male, which means utilizing female athletes as a way to reach fans can be greatly beneficial. Deloitte projected that the rise of women’s sports in 2020 would dominate the sports industry and that “sponsors should consider getting involved now to capitalize on the new opportunities and avenues for engagement that this growth area may create.” The influence of social media has also grown since the Nielsen survey was taken, especially since digital activity has been vital to the survival of many industries and how many athletes and leagues interacted with their fans throughout the pandemic. Deloitte's survey found that millennials are 40 percent more likely than baby boomers to use social media to obtain information about their favorite teams and players. This behavioral trend emphasizes the importance of the digital connection athletes have with their fans and the power it wields. 

The pandemic was hard on the sport industry but women's sport continues to have strong growth and investment potential. NWGL's Packer said, "the amount of money that it takes for a company to meaningfully support a women’s league is so vastly different than what it takes to have the smallest piece of attachment for a men’s league.” A good example of this potential for growth is women's soccer in the U.S., which has seen an increase in interest that has translated into an increase in stadium attendance. In 2020 the NWSL was poised to have a record-breaking year after signing new broadcast deals, which resulted in a 22% increase in game attendance, according to Soccer Stadium Digest. In addition to this the women's NCAA tournament continues to prove that it can bring in viewers as it could fetch as much as $20 million a year as a stand-alone event on the open market. Now that things are getting back to normal women's sport will need to keep up the momentum.

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.

“My clients see so many benefits to eating a plant-based diet that postseason, they don’t go back to eating as an omnivore or a carnivore,” Barbara Lewin, RDN, CSSD, LDN, a sports nutritionist who works with professional athletes noted.

Here are some of the top vegan athletes on OpenSponsorship.

Julia Hubbard

Julia Hubbard has had a varied but successful athletic career, having competed as a Great Britain Bobsleigh athlete and Sprinter, bodybuilder, and Natural Pro with several federations. Hubbard has won three Natural World titles, three Natural universe titles, three Natural Olympia titles, and multiple British and Regional titles. Hubbard was a vegetarian for much of her life but went full vegan after a sever back injury from a bobsleigh crash, after which she has been quoted as saying,  “I had thought about going vegan many times but always thought it would be too difficult as an athlete and with traveling a lot. The turning point was my health. Now I wish I’d made the switch sooner!” In addition to her athletic achievements she has qualified as a Vegan Nutritionist, having a Degree in Physiology and Sports Science, Nutrition diploma and Personal Training qualifications.

Hunter Reese

Hunter Reese is an American tennis player and current ATP tour competitor who won the NCAA doubles championship and was ranked #1 in the NCAA doubles. He also competed in the 2014 US Open alongside partner Peter Kobelt after receiving a wildcard into the men's doubles draw. Reese has had some hurdles in his college career so it was not until 2019 that Reese became vegan, but has already begun to see some benefits, "I noticed a difference in my energy level and am more conscious of things I am putting into my body since becoming vegan. I was never a morning person and now I can wake up much easier. So I would say there has been an indirect benefit to my performance."

TJ Barnes

TJ Barnes has been a successful defensive tackle who has played in the NFL for the New York Jets, Buffalo Bills, Kansas City Chiefs, and the XFL New York Guardians. In 2018 he missed an opportunity to join the WWE because of his weight and poor eating habits, which is why he decided to go vegan saying, "I told myself I needed to change the way I eat because at the route I was going it was going to put me in an early grave. So I went Vegan!" He has since been able to loose weight, getting healthy, and he continues to look to the future.

Agnes Muljadi

Agnes Muljadi is a ballerina, actress, filmmaker and vegan influencer. Muljadi classically trained at Julia Bourlina Classical Ballet in Studio City, California, and has co-produced two independent films. She first began the vegan lifestyle in 2014 for health reasons, and has found that it has had additional benefits, "I tell everyone that the vegan life-style has greatly benefited me as an athlete. I’ve always said that I felt like I was given a new body after I became vegan. My stamina, endurance and energy levels have really improved. I also happily lost some weight after I transitioned to veganism." Her social influencer status has been bolstered by her dance photos and sustainable/vegan lifestyle content, which continue to bring in new and exciting dance opportunities.

Leger Douzable

Leger Douzable has had the opportunity to play for several teams within the NFL, including the New York Giants, Jacksonville Jaguars, New York Jets, Buffalo Bills, and San Francisco 49ers. Douzable is such a fan of the plant based diet that he shares his favorite recipes with his fans, such as his Vegan Strawberry Cream Cheese Stuffed French Toast.

Martina Leal

Martina Leal, originally from Brazil, is a martial artist and fitness coach, who has also been a positive promoter of the vegan lifestyle through her social media accounts. In addition to working with her clients she enjoys training in Jiu Jitsu and running. She loves to cook her vegan recipes and understands the importance of keeping the body moving. Martina has bachelors of physical education with specialization in ginastica natural.

Josh Powell

Josh Powell is now part of the Big3, but he has a had a long and successful career within the NBA, having played for the Dallas Mavericks, Golden State Warriors, and LA Lakers. Powell is also a two time NBA Champion, FIBA Intercontinental Cup Champion, EuroLeague Champion, and WBA Champion. Powell has gained a real appreciation for healthy living, which is why he has been following a plant based vegan diet for about three years now.

Evan Engram

Evan Engram played for Ole Miss through college, and drafted into the NFL in 2017 where he has played for the New York Giants. Engram has also been been part of the PFWA All-Rookie Team and participated in the 2020 Pro Bowl. Since shifting to a plant based diet Engram has been able to continue to eat the large portions needed to fuel his body and continues to perform at a top level, which is why he sees it as, “a little investment but I think it’s pretty worth it."

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.Here are just a few of the 90 athletes who mention LGBTQ+ on their social media feeds, and could be great partners for your brand.

Gus Kenworthy

Gus Kenworthy is a British-American freestyle skier, actor, and influencer. Representing Great Britain in the 2014 Sochi Olympics he won the silver medal in men's Slopestyle, and a gold for halfpipe in the Calgary World Cup. He has also won a bronze medal in the X games Slopestyle event in France, and has a long track record of strong performances in various competitions. Kenworthy has also spoken about being an openly gay professional athlete where he has been quoted saying, "I want to be the guy who comes out, wins s--- and is like, I'm taking names."

Abby Dunkin

Abby (Abigail) Dunkin is a 3.5 wheelchair basketball player who has won the gold for Team USA in the 2015 Parapan American Games, the 2016 Paralympics, and the 2019 Women's U25 Wheelchair World Championship. Dunkin is another athlete who has spoken about how sport helped her to find her identity where sh said, "Being in that atmosphere with coaches who were so supportive and teammates who were so supportive made me feel like I could do it. So wheelchair basketball, for me at least, helped me to come out publicly and be okay with myself. And I was lucky to have loving family and friends who supported me."

Jorden Hall

Jorden Hall is a nationally ranked track and field Canadian athlete who competes regularly and has won the gold in the BCSS Women's Heptathalon. Hall is still an young athlete but has proven to have a lot of potential, including a possible future with Team Canada for an Olympics. She has been open about her relationship with an American hair stylist, and is very active on social media, highlighting her training and showing her playful side on TikTok.

Josh Dixon

Josh Dixon has had the opportunity to be involved in sport as both an athlete and an owner. As an athlete Dixon has trained at the Olympic Training Center, having won multiple medals at the Winter Cup for his floor exercise and vault. He is now a minority owner of a women's professional soccer team where he works to promote female athletes and sports. In addition to all this he has voiced his strong feelings about his role in the community and sport by saying, “I realized I have an obligation, a responsibility to say, “It’s okay to be gay in our sport.” Ultimately, it’s about your gymnastics, whether you’re worthy to be on the team or in the sport.”

Janelly Farias

Janelly Farias is an openly gay American-born Mexican soccer player, who has played for the Mexican National Team, LA Galaxy OC, and Guadalajara.  Additionally, Farias was a Commentator/Analyst for the 2019 FIFA Women’s World Cup for Telemundo and has plans to be a part of the next World Cup as well. In addition to her career on the pitch Farias has been outspoken about the state of women's sport in Mexico and has become more involved behind the scenes as well. “Megan Rapinoe is an idol. I really admire her, I admire what she’s doing,” said Farias. “I think the whole world can learn from the social activism that the US women’s national team is doing, and in an ideal world, we would do the same here in Mexico.”

Sue Bird

Sue Bird is a Three-Time WNBA Champion who currently plays for the Seattle Storm, has won four Olympic gold medals, participated in four FIBA World Cups, has been selected to eleven WNBA All-Star teams and eight All-WNBA teams. Bird has also been voted the WNBA's top 15 Players of All Time and into the WNBA Top 20@20. In 2017 Bird publicly came out and announced her relationship with Megan Rapinoe from the USWNT. Since going public Bird has become more vocal and a former teammate, Swin Cash, says, "Sue and 'controversy' never mixed. She wasn't going to say certain things in the media. ... Now, when you talk about diversity or inclusion or racial inequality or sexism or other hot-button topics, she's going to give it to you how she sees it. I love and respect that about her."

Tasha Curro

Tasha Curro is an obstacle racer who has ranked 59th at the World Championship Spartan race. She not only competes regularly, winning a variety of medals, but she now also cheers on her stepson who has recently joined her by competing in a Spartan Kids race.

Liam Broady

Liam Broady is the No. 5 ranked tennis player in Britain, who has won the Boy's Doubles at Wimbledon and Australian Open and currently plays in the ATP Tour (professional circuit). Broady continues to improve and has recently made lifestyle changes that seem to be expediting his rise in the rankings. In addition to this he stands up in defense of the LGBTQ+ athlete's. 

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.

Athletes as Lifestyle Influencers

The health and wellness lifestyle movement has been on an upward trajectory for the past few years and athletes are in an ideal position to be influencers of this trend. This is because athletes are natural inspirations for exercise and fitness through their sport and daily lifestyles, which can be showcased through their personal social media accounts. This is why many look to their favorite athletes for inspiration and guidance towards a fit and healthy lifestyle.

The pandemic has contributed to this through the exponential growth of the at-home fitness industry. Through all the new developments and expansions brands and fitness influencers have done through the pandemic and quarantine has widened the scope of how the general public can get fit. A big part of this has come from fitness influencers and professional athletes who have shared their at-home workout routines and nutrition plans with their followers. Various sports teams and athletes have even participated or invited fans to join zoom workout sessions with them or to join them in a fitness challenge. This has enabled fans to become connected to their favorite athletes and sports in new ways.

This example of  Ashlyn Harris and Ali Kreiger doing a Zoom workout makes them more relatable and further connects them with their fans. This is because fans now have even more easy access to their favorite athletes, coupled with the boom in the use of digital communications, they actually have additional opportunities to interact with these athletes as well. So not only are professional athletes able to inspire aspirational athletes but to connect and inspire the average person as well.

Athletes as Fashion Icons

Athletes have a long history of collaborating with clothing brands, but they have gone beyond sportswear to become true fashion icons, even using their walk down stadium tunnels as their own personal runways. The rise of street style and athleisure has also been a contributing factor to the success of fashion influencers like that seen in the NBA. This influence is especially noticeable with younger audiences who are heavier social media users. These consumers develop deeper emotional and personal connections with athletes due to their affinity for the sport which also amplifies the connection they have with the style and brands the athletes promote.

Russel Westbrook is a great example of an active athlete who has become a fashion icon. He not only showcases his style en route to games and on social media, but he has also become a regular of fashion week and collaborator with apparel brands. He has become an influencer in more than one area, making him a more well-known name with a wider audience.

Since 2009 menswear has outpaced women's in sales growth and a recent report from Rakuten found that men are also engaging with fashion influencers at an increasing rate. Of the 3,500 surveyed consumers, most of whom were American, 65% of men said they interact with a style influencer every day.“ Men do not follow ‘style influencers’ in the traditional way women do, which is precisely why the NBA has been so successful,” Krista Corrigan, retail analyst at Edited, said. “The players have alternative mediums for reaching male consumers, and exposure is not always intentional. In particular, players entering the arena has become a regular aspect of game coverage. It’s one that is broadcasted across sports networks, news articles and team Instagram accounts. The player persona has evolved, and athletes are looked up to for more than just their abilities on the court.”

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. 

For Dunkin, the use of CBD is nothing new to her. 

“I’ve been actually using CBD for quite a few years, and so actually before it came really popular, it was really hard to get because people do have this negative notation on it. They think, ‘Oh you’re just going to get high all the time,’ which is completely false,” she declares. 

However, there are potential consequences if an athlete chooses to partner with a CBD brand because of its ingredients. 

“It’s also hard for (at least from the U.S. Olympic and Paralympic side) is that for us, we couldn’t use it in competition because we also get drug tested with Usada,” Dunkin discloses. “So you can’t have any amount of THC on a drug test or you’re going to be suspended for two years. We really have to pay attention to the labels, and even if the label says that there is no THC, we can’t take that risk and sacrifice potential two years of training competition for a product.” 

Other than the potential risk of ingesting certain ingredients, Dunkin personally views CBD to be extremely helpful in both her personal and professional life. 

“Now that I’m retired, I’m free to use whatever. I find it very beneficial for training and day-to-day life too, so I think the CBD industry is only going to go up-and-up. I think it’s definitely become a more popular item for sure,” Dunkin concludes. 

Casciano points out that the use of CBD wasn’t even an option two years ago. Since then, it’s become a heavily disputed item.

“CBD is such a booming industry and has been for (close to) two years now?” she questions. “In the last year for sure. It’s interesting because it seems like it kind of came out of nowhere, and I guess it’s because of the laws changing regarding hemp plants, and so more states can use the plant in other ways than what we all usually know what the plant is for. So I think CBD is great.”

Not to mention the fact that it has taken some time for people to fully comprehend what CBD can do for athletes and their training. 

“I think that it is interesting because like I said, it kind of boomed and came onto the scene just into mainstream media and marketing, so there was a lot of misinformation right off the bat,” Casciano declares. “I think that it took a few months (at least in my world) it took a while for people to realize what it even was and that it doesn’t have any type of properties that get you high or anything like that. A lot of it was education, and now people understand the recovery aspects of it. What it can do, how it can help, how it can benefit, and that anyone can use it and take it.” 

Casciano points out that some companies are in the CBD industry for the money, so it’s important to find ones who are interested in helping with the recovery process.

“Now, it’s finding and filtering out the companies that are a good product and not just trying to make money by selling something from a plant that is now able to be used and sold everywhere.” 

As a concluding thought, Casciano is amazed at how much the CBD industry has developed.

“It is interesting how CBD and technology and social media have just grown exponentially in the last year. I feel like you just see it everywhere you turn now,” Casciano states.

Research suggests that CBD can be used to alleviate pain and lower inflammation, which is why it’s an ongoing topic in sports. Many believe that athletes should be allowed to use CBD after their intense training sessions. The use of CBD would decrease the use of over-the-counter pain relievers, which can cause an opioid addiction among athletes. However, others have reservations about CBD because of the use of THC, which can show up on drug tests. As Dunkin pointed out, many athletes have to be drug tested before their competitions. If there are traces of THC in the CBD products that the athletes are using, it could result in a suspension from their sport indefinitely. Therefore, the topic of whether or not CBD should be allowed in the sports industry is still up for discussion. However, with the world constantly changing and progressing, there is a good chance it will become fully legalized in sports very soon.

To hear more from Dunkin and Casciano, watch the entire interview here.

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.

Posting on social media with your personality apparent in the posts can humanize you as an athlete. In turn, that can make your fans even more devoted! The almost friend-like relationships athletes can create with their fans is incredible. 

As an athlete posting on social media, you control what information goes out about you by having control over your brand and the image that is perceived from the media and fans. Basically, you are marketing yourself.

Why should they create close connections to their fans? 

By posting on social media, you, as an athlete, can strengthen your relationship with you fans. And the connections you make can last a long time. Even to when you're retired.

Look at Shaquille O’Neal. He’s been retired for almost 10 years and has 14.3 million followers on Twitter and 5.4 followers on Instagram. He posts daily (sometimes even multiple times a day). Everyone knows who he is. Shaq is staying relevant to a group of people who weren’t even alive during his glory days. This is huge!

He even announced his retirement on social media on Twitter with a video. That was the bow on his social media present. That connection he created with his followers cannot be faked. He is genuine with his fans and you can tell how much they appreciate it because he is constantly conveying his larger than life personality over social media.

People are sick of unauthentic celebrity-fan relationships and prefer sincere relationships. That is why Shaq is so popular, amongst other athletes. Especially in influencer marketing.

A study by TapInfluence and Nielsen Catalina Solutions in 2016 found that influence marketing has an 11 percent higher ROI than more traditional forms of brand marketing.

Staying Relevant 

The loyal connections an athlete can make with fans and followers cannot be replicated. Companies and brands notice that and see an athlete’s fan base as a potential new market. An athlete has the ability to introduce an amazing brand to his or her devoted fanbase.

This connection can lead to Sponsorship deals for athletes.

Lastly, social media can take you places. With a loyal following, there are so many opportunities that become available to you, as an athlete. For example, Golfer, Sharmila Nicollet is able to participate in ShopRite's LPGA Classic after her fans secured her a spot. This year, the tournament organizers decided to open one more spot to an athlete with a loyal social media following. They created a Twitter poll asking which pro golfer should be invited to their tournament, and Nicollet won! The relationship she created with her followers was the only reason she was invited to the LPGA Classic. 

Build an organic relationship with your followers and you never know where they will take you.

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?

Defining Influencer Marketing

Influencer marketing is a type of advertisement that focuses on one powerful individual in a certain market that usually has a large (and loyal) social media following. In fact, 92% of people trust recommendations from individuals (even if they don’t know them) over brands (Click to Tweet). Influencers are a huge part of why that happens.

Brands have been flocking towards influencer marketing because it is cheaper, faster, and more effective.

Think about it, you can pay an advertising company X amount of dollars with little to no guaranteed results. Or you can pay one influencer (with over 100,000 followers on Instagram) far less money and have guaranteed results. You are guaranteed that person will garner you engagement in an oversaturated ad-world.  

But we get it, you're still not convinced. Here are three important reasons that might change your mind.

Reason #1: Consumers do not want ads.

We already know that commercials and television ads are losing their effectiveness in driving purchase decisions.  And now, digital ads are even being ignored by viewers. In fact, 47% of online consumers use ad blockers (Click to Tweet).

In other words, however much money you as a brand spend on advertising ... it's only seen by about half of its potential viewership. You're essentially wasting half your spend on digital advertising on viewers that will never even see your content.

Reason #2: ROE (Return on Exposure)

As a brand, you are guaranteed an ROE or Return on Exposure. To its core, social media collects impressions. People go on social media, follow people with similar interests as them, and take in all the information possible on that person. It's already been proven that influencer content generates 11x greater ROI than traditional advertising does (Click to Tweet).

Reason #3: Athletes as Influencers

When we think influencer marketing strategy, we automatically think of celebrities. What we overlook is athletes, who make up a large percentage of influencers with their reach on social media and traditional media.

While sports sponsorship has been covered by TV, news, and radio ... now athletes have the ability to show more of their personal side and beliefs through social media accounts.  

What's even better is that athletes have loyal followers who want to invest in the same habits, products, and services as them.  In fact, here's an example below.

By using a social media influencer, you are picking the right target market by having a social media star (in this case, an athlete) promote brands in the most authentic way possible. A social media influencer will take your brand and make it fit to his or her message or story. And that message or story are what their followers (your target market) are subscribed to.

All that's left now is to try it out for yourself. And hey, click the blue button below if you want us to help!

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.

Sports fan-hood is omni-present; it can be experienced by anyone ... even the chairmen and CEOs of your partners and future partners. By employing B2B sports sponsorship, you can get face-time and favor among this elite group. Having an endorsement deal with an athlete, team, or event will reinforce your brand, build your reputation, and grow exposure no matter what market you are in. And being a recognized sponsor can provide benefits for helping you conduct further business, including a luxury suite at a game to host VIP guests and facilitating introductions to their favorite stars.

B2B Sports sponsorship is affordable, has proven ROI, and can be applied to nearly any business, including those who sell software, financial services, healthcare, security and all other verticals. To create your brand profile and schedule a demo today, please visit opensponsorship.com.

What does B2B sports sponsorship even look like? Here are three of our favorite B2B sports sponsorship deals:

1. Aon and Manchester United. There is no risk management needed when you sponsor one of the five most valuable sports franchises in the world.

2. In 2014, EMC's branded Lotus Formula 1 car set a Guinness World Record with this stunt (not during championship racing, of course).  EMC was later acquired by Dell in Q4 of 2015.
*Quiz: How many EMC logos can you count in 30 seconds?

3. I'd like to think Phil Mickelson, who wears both KPMG and Barclays logos during tournament play, sat in on this meeting.