Being a successful professional athlete is now more than high-level performance on the field, track, or court. Sportspeople need to build up their public profile, and that means levelling up their brand to increase awareness and attract potential lucrative sponsorship deals that can help develop their career. Not only that, but the career of an elite sportsperson is usually fleeting, so having a well-developed and crafted brand can ensure success even when you’ve hung up your boots for the last time. But the transformation from successful athlete to household name isn’t necessarily a simple one — it requires work and nous, and there are definite dos and don’ts when it comes to developing a personal brand. Let’s take a look at what it takes to level up your game.
Own Your Story
People love stories and narrative when it comes to sport. The classic rags-to-riches tales from boxing lore, or basketball stories where a young kid from the projects hits the big time in the NBA — these are all compelling narratives which can elevate a personal brand. The key is to own your story before the mass media begin to define you by it. Not only does that put power back into your hands, it also means that your story can be told in a purely positive light, making you a prospective role model for younger generations, and an inspiration for those of all ages.
Social Media
We live in an age where social media is all-important. It’s vital to have a strong presence across all major platforms, and to keep your ear to the ground to take advantage of emerging trends. If need be, employ the help of a dedicated social media assistant to take care of your output, but make sure you keep things personal. And vitally, clean up your accounts, including any old posts which may prove controversial or paint you in a negative light later on in your career. Big sponsorship deals don’t get given out to those with controversy from the past. And make sure the output is interesting — a mixture of behind-the-scenes day-to-day life, sports training, and highlight reels are all good examples of effective social media content.
Practice Public Speaking
Get comfortable in front of the camera. Engaging an audience is essential to building your personal brand as an athlete, and if you are naturally shy or awkward with words, now is the time to work on it, through professional coaching or sheer practice. Speak in full, clear sentences, without ‘umms and aaahs, and ‘you know what I’m saying’ every few moments. Record practice questions and watch them back — you need to be able to judge yourself, be critical, and learn from your mistakes. And don’t forget to smile! Positivity is a major part of social branding, and having an approachable, friendly, and humorous tone when talking to the media will reap dividends when it comes to capturing those lucrative sponsorship deals and television appearances.
Don’t Wait To Be Famous
That’s right — start looking to form partnerships with brands early on in your career. You need to position yourself as an up-and-coming, marketable commodity (hence the points stated above). College players and even promising high-school students have been known to score sponsorship deals that helped them to develop their career and brand on and off the field of play, so it’s important to engage with brands from an early stage. Engagement means taking an interest in the brands themselves — responding to their social media posts and posting quality content that aligns with their brand values. Choose 5-10 brands that you think fit the bill and reach out to them — if you’re really serious, then put together a PDF pack showing your attributes, your on-track/field achievements so far, and of course, that winning smile.
Build a Legacy
Sports careers are all too short-lived, and building your personal brand is more than just making waves during your playing career. You’ll want to prime yourself as a knowledgeable, media-friendly pundit, as well as a brand ambassador with staying power long after your playing days come to an end. Think long term — you’ll reap the dividends later in life, and enjoy a long and successful career involved in the sport that you love.
Building a personal brand as an athlete isn’t easy — it takes consistency, strategy, and dedication both on and off the field. But by applying the steps above and staying true to your unique story, you’ll not only elevate your profile, but open the door to new opportunities, lasting partnerships, and a more sustainable, rewarding career.
