The Secrets to Successful Personal Branding in Athletes
These days, being known as part of a team isn’t enough. The athletes who truly stand out are the ones who build something more, something personal that lasts beyond the final whistle.
It’s not just about performance or popularity. There’s something deeper that sets certain athletes apart, a sense of identity that fans can recognise and connect with instantly.
So, what is it that makes some athletes unforgettable, even off the pitch? That’s where personal branding comes in.
What is Personal branding?
Personal branding is a form of storytelling in which the individual controls the narrative. Put simply, an individual establishes a reputation for something they are passionate about.
A personal brand can develop through many techniques; expressing individual personality, sharing hobbies and interests, providing a more personal insight into everyday life, or sharing raw, personal experiences are methods to create a lasting impact and to build a deeper connection with fans.
Key Components to Develop a Personal Brand
There are several key components that make up a personal brand for an individual in any industry. Some examples are to:
- Outline core motivations and values
- Express individual personality
- Develop a communication style with fans
- Create a visual brand identity
Personal Branding in Athletes
Sharing interests beyond sports is a route many athletes have adopted to build successful personal brands. Athletes are inspirational figures; some even hold a ‘god-like’ status on the pitch. But even superstar athletes become more relatable when sharing their passions outside of the game or giving a glimpse into the more ordinary parts of everyday life. Fans feel closer to the athlete but also get to know them as a person, not just for their skills on the pitch.
Sharing Beliefs & Values
An athlete that can express their values through how they carry themselves, how they treat people, and how they live their lives will show their audience their character and morals.
A good example of this is Basketball superstar Stephen Curry, who utilises his success to support a wide array of charities. By doing this, he has demonstrated to his audience who he wishes to be and how he wants to be perceived off the court.
Through his actions outside of sports, Stephen has demonstrated his character, morals and beliefs. His fans now regard him as a positive figure who helps make a difference in the world, and his brand has been formed based on this.
He also builds a deeper connection with his audience by taking to digital platforms to share more about his family life, navigating fatherhood, and supporting young athletes in basketball. This enables his audience to relate to him more and get to know him more personally.
Establish Brand Identity
Athletes also build strong personal brands by creating a visual brand identity. The most iconic example of this is Michael Jordan wearing his multicoloured Air Jordans during games.
Recognised as the top-earning athlete of all time, with a net worth of over 2 billion, Jordan is renowned for his business-focused mindset and has developed a personal brand in all types of industries, including fragrances, clothing, cars, and restaurants.
Express Individual Personality & Interests
Many professional athletes establish a personal brand by building a reputation in another industry they are passionate about.
A prime example is Tom Brady, a former professional football quarterback, who launched his own sports therapy clinic after sharing his interest in fitness and well-being with his audience. Through his clinic, TB12, he sells various products including supplements, clothing, and equipment, leveraging the personal brand he built in the fitness space.
Tom has also developed his own communication style with his audience by launching a well-being podcast, “Tom vs Time”. This clever technique builds a deeper relationship with his fans.
Key Benefits of Personal Branding for Athletes
An athlete with an established personal brand builds higher revenue due to their status. Their loyal following, influence over their audience, and close relationship with their fans via social media are key reasons why brands wish to be associated with them to increase brand awareness. Athletes can leverage this and capitalise on opportunities in the sports industry, including sponsorships and endorsements.
Athletes developing a personal brand in other industries also boost their marketability outside of sports. They attract a broader array of business opportunities, diversify their income stream, and help secure a lasting financial legacy. In addition to business opportunities, some even establish an entirely new career. Typical roles include commentary positions, coaching or entrepreneurship.
Key Considerations
A professional athlete’s career is short-lived, typically lasting around a decade. It is, therefore, critical for an athlete to maximise their earnings during this time by implementing effective wealth management techniques.
Unfortunately, many athletes fall into the trap of spending frivolously during their careers and lack professional guidance, often misplacing trust in an advisor or being influenced by their inner circle.
Many fail to implement a wealth management strategy focused on preserving wealth, and statistics demonstrate that an alarming number of athletes go bankrupt in retirement.
For athletes earning a substantial amount during the peak of their career, attracting sponsorship deals and business opportunities outside of sports can provide them with a false sense of security. Without an effective long-term strategy, wealth can diminish quickly if not structured or managed effectively to protect, maximise, and secure a legacy.
Affinity Sports – Secure a Legacy that Lasts Beyond Sports
Affinity Sports offers a comprehensive range of in-house solutions for sports professionals at all stages of their careers, whether just starting, at the peak of their success, or planning for a future beyond sports.
As a global fiduciary provider, we hold over twenty years of experience assisting High Net Worth Individuals with bespoke wealth and asset structuring. Our experience has formed our deep understanding of meeting unique client requirements, and our approach involves implementing a long-term strategy to encompass the athletes’ individual goals and desires.
We provide a range of tailored financial and lifestyle services to meet the unique needs of the athlete, including; –
- Boutique Lifestyle Concierge
- Finance and Lifestyle Management
- Formation of Entities: Companies, Foundations, and Trusts for asset ownership and wealth protection
- Luxury Asset Management: Includes forming entities to own/charter aircraft and yachts, investments, property, and art
- Personal Brand and Media Management
- Lifestyle Health Support and Medical Advice
- Public Relations and Media Management
Our focus is to protect our clients’ interests, preserve their wealth, and assist them in managing the physical, emotional, and financial pressures of working in sports.
Contact us
Contact our Sports leaders, Andy or Adam, for a one-to-one conversation about your financial or lifestyle requirements and goals. They would be delighted to assist you.