Article

William Soulier
William Soulier 15 August 2019

Seven Things Brands Need to Know about Working with Athletes to Front an Influencer Marketing Campaign

We're a nation of sports lovers. That much is undeniable. From Wimbledon, to the Grand Prix, to the Women’s Football World Cup and perhaps most exciting of all, the recent men’s cricket World Cup win, our eyes have been glued to our screens and don’t seem to be switching off anytime soon. But what do brands need to consider when working with athletes to front their influencer marketing campaigns? Read on to find out.

Britain is a nation of sports lovers. That much is undeniable. From Wimbledon, to the Grand Prix, to the Women’s Football World Cup and perhaps most exciting of all, the recent men’s cricket World Cup win, our eyes have been glued to our screens and don’t seem to be switching off anytime soon.

As a result, our interest and anticipation has naturally encouraged a continuum of curiosity in the daily lives of the athletes who achieve these unforgettable moments and make it all happen. Their ambition, grit and determination has fuelled a generation of influence as these talented athletes inspire their audience both on and off the pitch, so they can also achieve similar success and live corresponding lifestyles.

So, with this in mind, here are seven points that brands need to consider when working with athletes in their next influencer marketing campaign.  

  1. Athletes may be limited in who they can work with: In general, athletes have a sponsor, which restricts the brands they can work with who align with the same vertical. However, whilst this can be limiting on occasion, for the brands who achieve these partnerships, they can build long-term relationships with these athletes and grow organic engagement throughout their careers to really capitalise on their target market.
     
  2. Pick the right talent for the right brand: Athletes are a great match for brands who are looking for credible talent in that vertical because they align with their audience requirements. For example, Moet & Chandon worked with Roger Federer and optimised his influence as a successful professional who appreciates the finer things in life, especially when celebrating the end of a tournament. So, whilst he is far from your every ambassador, Moet & Chandon targeted his audience, consisting of people who also want to enjoy luxury moments, attracting the interest of his 6.7Million followers. However, brands still need to be cautious when working with athletes, as with any talent. Take Israel Folau, who worked with Qantas when he made homophobic remarks on Twitter. Not only was this damaging for the brand’s representation, it certainly didn’t sit well with the CEO of Qantas who is openly gay.
     
  3. Be mindful of an athlete’s cautious approach: Athletes will tend to be prudent when working with new prospects, as partnering with the wrong brand can backfire on them. For example, if they work with a fast food brand that goes against their healthy way of life, they will likely come across backlash, as discovered during the Subway reaction after the 2012 Olympics. Likewise, liquor, vaping or fast track weight loss brands may well be wasting their time targeting sporting talent. Remember though, this cautious approach extends to both parties.
     
  4. Be sure to support, guide and train: Athletes are often less prone to be native content creators, so they may need some more support and or training on social media when working with a brand. They may also need to develop their presence in the early stages of working with them. Remember, first and foremost, their sporting talent is their primary industry trade, social media and influencer marketing is not.
     
  5. Authenticity is key: Whenever working with athletes, brands need to ensure that their message fits with their identity. Anything that feels false, or too sales focused, will be picked up very quickly and called out by their followers. In general sporting talent are often seen as more authentic by their audience and they will be keen to keep it that way.
     
  6. Their audience is diverse: On scale an athlete is going to have a range of followers across multiple generations, this requires they appeal to a wider demographic across their content. Take, Serena Williams who has over 11.3M followers and inspires young girls who look up to her as a role model, new mums and a steadfast of tennis fans, she needs to relay with each market when working with new brands to ensure she correctly positions herself amongst their values and interests in order to best resonate with them.
     
  7. They can assume celeb status: Some athletes can elevate their status well above and beyond their sport, and as such take on a celebrity status. This can be both a blessing, and a curse for the brands they work with. For some professionals their increase celeb status may lose a degree of authenticity and relevance to their audience, not to mention their expensive fees.

Ultimately, whether a brand is working with an athlete or any talent vertical, three elements will remain essential for a strong and successful influencer marketing campaign; authenticity, relevance and credibility. Correspondingly, brands need to ensure they work with agency-signed talent only; talent who have real credibility and authentic value in their space and can align with a brand’s audience in a way like no other can. However, it is essential to ensure their interests align with the brand’s ethos and vice versa, to ensure the messaging feels meaningful, authentic and real. This will ensure that the brand’s customers are compelled to take-action, and in, time become its brand advocates.

Words by William Soulier, CEO and co-founder of Talent Village

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
The World Is Shrinking: 6 Degrees of Separation Is Now 2!

The World Is Shrinking: 6 Degrees of Separation Is Now 2!

Six degrees of separation is not just a party game, it's a reality. Everyone is the world is interconnected, and thanks to social media, that connectedness gets tighter and richer each day. See the research...

Scott Christley
Scott Christley 9 August 2017
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
Cats and Dogs Boost Your Business By 300%. Here’s How.

Cats and Dogs Boost Your Business By 300%. Here’s How.

It’s the age-old question that has endured ever since the creation of the internet: are you a cat person or a dog person? Or do you love both cats and dogs? We have both dog lovers and cat lovers at Sortlist, so it...

Aline Strouvens
Aline Strouvens 27 August 2021
Read more