The Evolution of Athlete-Sponsored Advertising
Athlete marketing has undergone a significant evolution over the years, reflecting changes in media consumption, technology and consumer values. In the past, athlete endorsements primarily focused on traditional advertising channels such as television commercials and print ads. This was best exemplified in 1978, with OJ Simpson’s advertising campaign with the rental car company Hertz. Their logic was simple. They wanted to emphasize the speed of their service, so they got Simpson, considered on of the fastest athletes alive, to sell that idea in the commercial. They also went through other channels, such as poster advertisements in airports, and newspaper ads.
However, with the rise of digital media and social platforms, the landscape has shifted dramatically.
One notable example of this evolution is the emergence of athlete influencers on platforms like Instagram, TikTok, and YouTube. These platforms offer athletes a direct channel to connect with fans, bypassing traditional media gatekeepers. LeBron James, has amassed millions of followers so he can leverage his personal brand to promote products such as his Lobos Whiskey and Uninterrupted show The Shop.
Other athletes can use the new avenues to viewership that social media provides to share behind-the-scenes content, and engage with fans on a more intimate level. A more outlandish example of athletes doing this are former MMA champions Justin Gaethje and Stipe Miocic creating profiles on the site OnlyFans. While the site is widely known for being a platform for explicit content, these athletes use the service to provide technique demonstrations and BTS content, which includes sponsor-branded content.
Another significant development in athlete marketing is the shift towards purpose-driven branding. Athletes are increasingly using their platform to advocate for social and environmental causes, aligning themselves with brands that share their values. For instance, tennis star Naomi Osaka has become a vocal advocate for mental health awareness, and uses her social pages to push those messages to her audience.
Traditional forms of advertising like billboards have fallen by the wayside, save for some exceptions. Sportswear brand Nike gained significant praise and traffic for the Times Square billboards they purchased to celebrate Caitlin Clark and Scottie Scheffler’s recent athletic successes.
The invention of streaming platforms and digital content has enabled athletes to become content creators in their own right. Platforms like YouTube and Twitch allow athletes to stream video gaming sessions, in which they also can promote content themselves. While Hertz was limited in how they could promote OJ, modern corporations have seemingly infinite methods to use athletes to promote their content.
Overall, the evolution of athlete marketing reflects broader trends in media and consumer behavior. From traditional endorsements in television commercials to social partnerships athletes are leveraging the modern social media landscape to redefine their relationship not just brands, but their fans too.