By Niovie Constantinou
We have, in previous articles, explored the importance of athletes building their brands, as strong brands come with many opportunities - both on and off the sports’ field.
Being good at the athlete’s given sport is a fundamental building block of their professional image, but many individuals with raw talent have failed to build a strong brand. This is because, on top of being a great athlete, you need to show your personal attributes, in order to really stand out in the public eye. Indeed, athletes do not build a fanbase on their athletic performance alone: a personal brand is what distinguishes one athlete from another.
To create a personal brand, an athlete first needs to identify what he or she stands for and who they want to reach with their message, bearing in mind that there is no secret formula.
Building a brand is a very personal affair and various athletes, all outstanding at their respective sports, are each perceived differently by the media and by the fans:
It is evident that each athlete stands out for something different and that their personal brand really is a set of their unique qualities.
All are known for their exceptional athletic abilities and skills, but each of them has a specific set of personal traits, which attracts different types of audiences and would lead to off-field opportunities in diverse industries; be it fashion, healthcare, tourism, gaming, even politics!
The founding pillar and key to building a successful personal brand, especially a sporting one, is genuineness and originality because, at the end of the day, you need to walk your talk: be true to yourself; and let your personality shine forth for all to see!
Niovie Constantinou is an Associate of the Law Firm of Ioannides Demetriou, Nicosia, Cyprus (This email address is being protected from spambots. You need JavaScript enabled to view it.) and a regular contributor to the Money Smart Athlete Blog of APC Sports Consulting, Nicosia, Cyprus (www.moneysmartathlete.com)
Sports Law & Taxation features: articles; comparative surveys; commentaries on topical sports legal and tax issues and documentation.
The unique feature of Sports Law & Taxation is that this Journal combines up-to-date valuable and must-have information on the legal and tax aspects of sport and their interrelationships.
Global Sports Law and Taxation Reports feature: articles; comparative surveys; commentaries on topical sports legal and tax issues and documentation.
The unique feature of Global Sports Law and Taxation Reports is that this Journal combines for the first time up to-date valuable and must-have information on the legal and tax aspects of sport and their interrelationships.
The editors of the Journal Sports Law & Taxation are Professor Ian Blackshaw and Dr Rijkele Betten, with specialist contributions from the world's leading practitioners and academics in the sports law and taxation fields.
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Dr. Rijkele Betten
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Prof. Dr. Ian S. Blackshaw
Prof. Guglielmo Maisto
Maisto e Associati, Milano
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Hardwick & Morris LLP, London
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