Get Sponsored: How to Build a Brand as an Athlete
Sponsorship is not only about money; it’s about your brand image. A well-known example is the Nike Air Max sneakers which are widely known worldwide. The shoes have become synonymous with running and athletic performance. When the company decided to make a shoe for cyclists, they had no idea that their product would gain such popularity among runners and other sports enthusiasts around the world.
But what makes sponsorships so successful? What makes them so valuable?
The answer lies in the fact that brands have been able to leverage their own reputation and brand equity over time. They’ve managed to build up a strong brand identity and trustworthiness. And when you’re selling something that people want, it’s much easier to convince someone of your value than if you were trying sell them something else.
In addition, there are many ways in which brands can promote themselves through sponsorship deals with athletes or teams. For instance, Nike has used its sponsorship of Lance Armstrong to increase its brand recognition and credibility. Another way is through the use of celebrities in advertisements. Many famous actors like Tom Cruise, Brad Pitt, Leonardo DiCaprio and others have endorsed products from various companies.
Another strategy involves using celebrity endorsements to boost the popularity of certain products. Some examples include the movie “The Hangover” starring Zach Galifianakis and Heath Ledger’s endorsement deal with Red Bull energy drink. The point of these types of advertisements is to show how the product is beneficial in a fun and entertaining way.
Sponsorship deals can involve just about anything, from someone’s autograph or image on a product to a full-blown television advertisement.
Athletes often get paid to wear a certain brand of clothing, wear a company’s logo on their helmet or race car, or place a specific product in the background of an interview.
Realistically, athletes are publicity agents for the company. The athlete’s job is to promote the brand and get people to buy whatever it is they’re selling. The more successful they are, the more successful the company that employs them will be.
The value of a good sponsorship is often greater than the amount of money given. The company gets recognition and image enhancement because they are perceived as being associated with a winner. This can lead to more sales which, in turn, leads to higher profits.
For the sponsored athlete, it’s a win-win situation where they get financial support and free products in exchange for promoting a specific brand or companies products and services.
Do You Have What It Takes?
Now that you have a better understanding of what it takes to get a sponsorship, the question remains of whether or not you have what it takes to get one.
One helpful way to look at this is by asking yourself if you are a winner or a loser. If you can honestly say that you are a winner, then you probably already have most of what it takes. The rest is up to you.
Of course, everyone has their own definition of what it means to be a winner and if you don’t think yours matches my own, that’s fine. I’m sure there are other traits that would make a winner in my book. The point is, if you want to win, you need to act like a winner and believe you are a winner.
Look at all champions from all walks of life and you’ll notice that they all have certain traits in common. Assuming you’re not secretly a character from a comic book or movie, I’m willing to bet that you share some of those same traits.
So, ask yourself, do you want to be a winner? Do you have the desire?
If you do, then you’ve already taken the first step toward getting what you want.
A lot of people talk about being winners and a lot of people say they have the desire, but not everyone actually does. They may be fooling themselves or they may be fooling you. It’s hard to tell the difference sometimes, but it’s something each person will have to decide for themselves.
If you want something badly enough, you’ll do what it takes to get it. That is, if you’re a winner.
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To tweet or not to tweet: The effects of social media endorsements on unfamiliar sport brands and athlete endorsers by NT Brison, KK Byon, TA Baker III – Innovation, 2016 – Taylor & Francis
HOW SHOULD SPONSORSHIP ACTIVATION WORK? A SPORTS EVENT-AND ATHLETE-BASED BRAND BUILDING FRAMEWORK (SEA-BB) CAPTURING AN … by R Bjerke, E Kirkesaether – Event Management, 2020 – ingentaconnect.com
Sport event-sponsor fit and its effects on sponsor purchase intentions: A non-consumer perspective among athletes, volunteers and spectators by D Papadimitriou, KK Kaplanidou… – Journal of Business & …, 2016 – emerald.com