Sport is increasingly subject to the rules of marketing. This is because consciously building the image of an athlete who, apart from talent and hard work, helps in his career plays an increasingly important role. It became possible with the advent of the Internet, especially social networks. Millions of users gather there, and a large part of them are sports fans. Thanks to them, building a personal brand among athletes has gained a new dimension.
What will you learn from the article?
Fenomen sportu i sportowców jest nie do przecenienia. W dobie mediów społecznościowych oraz globalizacji, sportowcy stali się jednymi z najpotężniejszych wpływowych postaci na świecie. Ale jak to się stało, że budowanie marki osobistej w sporcie zyskało na znaczeniu? Dlaczego niektórzy zawodnicy są bardziej atrakcyjni marketingowo niż inni? W tym artykule przyjrzymy się, jak zaczęło się budowanie marki osobistej wśród sportowców, kiedy zaczyna się to opłacać i na co sportowcy powinni uważać, aby ich personal branding przynosił oczekiwane korzyści.
W ostatnich latach popularne stało się powiedzenie: jeśli nie ma cię w sieci, to znaczy, że nie istniejesz. Ta zasada obowiązuje zwłaszcza w biznesie, z którym sport wydaje się mieć coraz więcej wspólnego. Jedną z cech, która czyni internet wyjątkowym medium, jest możliwość dotarcia do wielu ludzi. I to zarówno z całego świata, jak i z bezpośredniego sąsiedztwa. Ta zaleta, szczególnie cenna z marketingowego punktu widzenia, jest wykorzystywana przez firmy i osoby, które są świadome tego potencjału.
The phenomenon of sport and athletes
In the world of professional sport, victory is what counts, and competition is the essence of sport. Every human being, from the dawn of time, has in its nature the need to win. Only the way and purpose of achieving them has changed. In the past, victories were manifested in the acquisition of food, territory, slaves, etc. Today, one of the perfect levels where everyone can fulfill their need to be the best is sport. Its unquestionable advantage is accessibility to everyone.
Although only athletes face the rival directly, millions of fans, identifying with their idols, also experience their successes and failures, which allows them to experience sports emotions. Thanks to the media, fans can participate in sports events during their duration. In turn, social media gives them the opportunity to observe their idols' actions online. Athletes, in turn, have great development opportunities. They allow you to build a personal brand, gain popularity, a larger group of fans and new sponsors.
Building a personal brand in sport - how did it start?
Competitors who practice sports, especially professionally, incur very high costs. Moreover, their career is limited in time and its limit is usually a certain age. The top form and achieving excellent results at the championship level is also usually a matter of only a few years. While athletes today may have several sources of income resulting directly or indirectly from their popularity, about thirty years ago the situation was quite different. Building a personal brand? Hardly anyone heard about it in the world of sport then. Professional athletes could only count on income from the terms and conditions negotiated with the clubs. In addition, there could be bonuses for victories in the competition, if provided for by the organizer. Some countries also awarded cash prizes for representing the colors of their own country, e.g. during the Olympic Games.
A strong brand means more possibilities.
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When building a personal brand starts to pay off
Considering the short period in which the player was able to maintain a high form, it was basically a relatively small income. The profession of an athlete was not economically lucrative. The situation began to change for about twenty years. Thanks to the dynamically developing sports marketing, the players could count on additional benefits of being a professional athlete. The most popular sportsmen in their disciplines are recognized and adored by crowds of fans around the world. By focusing on building a personal brand from the beginning of their career, today they can count on an additional, powerful source of income. M. in. in the form of fees for participation in promotional campaigns, thanks to sponsorship contracts or by launching your own brands on the market.
An athlete attractive in terms of marketing, or what?
The most important factor that determines the marketing attractiveness of a player - not counting his sports successes, which only partially affects it - are fans and viewers, i.e. target group. The more of them the better, because they are the target of promotional messages. Fans, in addition to the championship achieved by the players in a given discipline, admire them also for what kind of people they are outside the sports arena. What matters is the athlete's charisma, self-confidence, sports anger, displayed strength, etc. Desirable attributes are also stubbornness, determination, communicativeness, or a specific way of speaking. These natural predispositions of sportsmen and women affect their marketing attractiveness on the market. If it comes to building a personal brand based on the appropriate one communication strategy - which is successfully done by, for example, Anna Lewandowska - success in the business field is only a matter of time.
Athletes have never had such an impact on the surrounding reality as they do now, thanks to the power of social media. Today, thanks to Facebook, an athlete can be "a medium in himself". The existence in the online space translates into effects in the offline world over time. For this purpose, it is necessary to properly create your own personal brand, i.e. building an image of yourself in the light of the surroundings.
Personal branding na sportowo
Personal branding, strategia mająca na celu budowanie marki osobistej, jak najbardziej pozytywnego wizerunku osoby w oczach odbiorców, jest narzędziem autopromocji. PR personal data practiced online by athletes enables them not only to share their sports successes on the Internet forum and to promote specific values. It allows for much more - it makes sport and the profession one of the sources of income
Social media offers athletes endless opportunities to promote a unique personal brand and stay connected with fans. Platforms like Instagram, Facebook and Twitter allow them to share whatever content they want with people who are genuinely interested in what their sports idol has to say. Activity of athletes in social media, online marketingis also a great way to create your own brand and be perceived in a specific way they desire. It is also an excellent platform where fame can be converted into money. This is due to the influence that sports stars have on society today. They are seen as influential not only by their fans, but also by brands that take advantage of their popularity and fame.
Building a personal brand - what to watch out for?
Warto pamiętać, że użytkownicy profili społecznościowych tylko w teorii sami decydują o tym, jakie informacje znajdą się na ich profilach oraz kto je będzie mógł oglądać. W rzeczywistości cokolwiek, co raz zostanie „wrzucone” do Internetu, pozostaje tam na zawsze. Może zostać skopiowane i rozprzestrzeniać się w niekontrolowany sposób (np. zdjęcia przesyłane jako komentarz klienta do transakcji dokonanej na platformie AliExpress, zostają często użyte przez sprzedawców do reklamowania swoich produktów – bez wiedzy i zgody autora zdjęć). Z kolei osoby korzystające z portali społecznościowych bardzo często traktują je jako narzędzia do kreowania własnego wizerunku, własnej marki, przedstawiając siebie nie tylko w pozytywnym świetle, ale „zakrzywiając” rzeczywistość na swoją korzyść – np. chociażby przez umieszczanie na profilu zdjęć, które wcześniej uległy obróbce. Podobnie działają niektóre firmy. Na dalszą metę nie jest to jednak efektywna strategia. Chcesz obrać skuteczną? Please contact usand!
Summary
Budowanie wizerunku sportowca to proces wymagający strategii i zaangażowania. Istotne jest to, aby sportowiec konsekwentnie promował swoje osiągnięcia, pasje i wartości, które stanowią fundament jego marki osobistej. Wizerunek sportowca powinien być autentyczny i spójny we wszystkich kanałach komunikacji, od mediów społecznościowych po wystąpienia publiczne. Ważne jest również nawiązywanie relacji z fanami oraz współpraca z odpowiednimi sponsorami i markami, które wnoszą wartość do jego profesji. Profesjonalny wizerunek sportowca ma znaczenie. Jego konsekwentne budowanie może przynieść wiele korzyści, w tym zwiększenie rozpoznawalności, wsparcie finansowe oraz nowe możliwości zawodowe.