How Players Build Brands Beyond the Field
Athletes today are new influencers. Their voice is so strong that sometimes they can even affect political decisions. Today’s athletes understand that a career in sports is a larger story way beyond sports and even the country where you were born. Athletes now try to build their personal brands beyond the sport and enter the world of Instagram, crypto and finance. Some build designer cloth brands, others invest in restaurant and hotel business. Some even become stars on Instagram with tens of millions of followers which provoke brands to offer generous sponsorship deals to athletes to become brand ambassadors.
This hasn’t happened overnight. But we have to admit the truth: athletes now are influencers and they make a strong impact on their audience. Fans wear, buy and use products that their favorite players advertise no matter if it’s their own brand or a 3rd party company. And the key, the basis of this success is social media that allowed athletes to have such a big audience. Many people now think of a career in sports not because of the sports achievements or high salaries in the field, but in order to have a chance to become an influencer and get followers and contracts that will feed them way longer than their career in sports. Some of the examples are truly remarkable. Let’s see what’s behind this success of athletes who turned fame into influence.
From Sports to Business
The idea of an athlete acting as a brand isn’t new. History has seen a lot of cases like Babe Ruth and Muhammad Ali where athletes were recognizable not just for their achievements in sports but for their personalities and charisma. Although their reach was largely shaped by journalists and promoters, it was a really long journey for them to get this reach and huge corporate sponsorships.
But that was back then when grass was greener. The modern landscape looks entirely different mainly because of social media that can make you a star overnight. And you barely need a promoter or an agent these days, athletes now control their own narrative. They no longer wait for an interview on TV or a magazine to tell their stories. They simply no longer need it. Instead, they can grab their phone and make some reels about their daily life and show it directly to millions of followers through Instagram or TikTok videos. Livestreams are another big thing. Athletes often cooperate with brands like 777 fun to make some money on that kind of cooperation. Some even become brand ambassadors for bookmakers and online casinos. What was once a rare opportunity for big stars is now accessible to every professional athlete. Whether competing in the NBA, Premier League, UFC, or even eSports tournaments, well-established players have tools to make that reach.
Careers can be cut short by injury but if you have a couple million followers, you’re safe! One well-developed personal brand ensures that when the cheers fade, the income and influence do not.
The Age of Personal Branding
The most powerful arena for today’s athletes isn’t always physical — it is digital. Social media have changed how athletes engage with their fan base and how they attract corporate interest for sponsorship campaigns.
Cristiano Ronaldo remains one of the most followed people on Instagram. Fun fact that his posts reach audiences larger than most television networks have nowadays. Why then corporates should work with TV networks if they can engage with sports fans directly through their favorite football player. This answers the question of why a single branded post from him can cost millions of dollars. Another good example is Serena Williams who uses her social media to showcase her training. She is also good at doing business so she shows her ventures and empowers women to step in. Younger stars understand the power of social media like no other. They know that followers mean money and impact. Young footballers like Kylian Mbappé or use social platforms to spread a world about them here and there. And when you love and talk with your fan base, they love you back. That connection translates into long-term loyalty — the kind that no advertising campaign alone can manufacture.
The best thing about social media is that they are free. No, you definitely should have a team member or two who manages all your social profiles and communicates with fans but it’s nothing compared to how expensive it is to manage a TV network to have the same reach.
Athletes Beyond Sponsorships
Today’s athletes are not just promoting products — they are creating them. There are teams who work specifically with athletes if they want to launch a business in a specific field. With each passing year, it becomes more about the business than sports achievements. That’s a controversial thing because this situation can harm sport and make not athletes but rock stars. But it is what it is.
Retired players need an additional source of income and that’s why many of them often open gyms, or invest in sports academies. Some become co-founders of digital startups or open a restaurant if they want a calm and chill life with some passive income. Some step into gaming, wellness, or eco-friendly businesses niches.
That’s a wise thing to do because most athletes understand that athletic careers are temporary, but business can last decades. It also allows athletes to maintain relevance even when they are no longer competing. Think of LeBron James who co-founded SpringHill Entertainment, or Roger Federer who invested into a Swiss sneaker brand that has achieved global success.
Athletes are very successful in launching brands because at the heart of every strong personal brand lies storytelling. Athletes use their fame to make their message louder. Storytelling allows athletes to become more than athletes. They become role models for next generations and shape the image of a successful person for many young athletes.