US College Athletes: Branding and Marketing Strategies
By Marianna Kazazi, APC Sports Consulting, Nicosia, Cyprus and Chicago, US
US College athletes’ careers can go beyond their sports, since they have the opportunity to transform themselves into influential representatives of brands by strategically utilizing their name, image and likeness (NIL).
Recent changes in the landscape of college sports have paved the way for athletes to capitalize further on their NIL, creating endless options and opportunities for them to build their personal brands and implement successful and lucrative marketing strategies.
The athlete’s journey towards building a successful brand and utilizing an effective marketing strategy begins with a clear understanding of what their personal brand could be.
Specifically, athletes need to define who they are in order to eventually determine what they want to represent through their brands. An easy way to do this is by considering what makes them more than an athlete and why people should be interested in them, considering their values, skills and passions and what differentiates them from others. After identifying their fundamental brand characteristics, athletes can start planning their action plans for the creation of their personal brands.
As student-athletes discover their unique attributes and brands potential, they need expert professional guidance in order to create a strategic and successful path.
It is crucial, therefore, for student athletes to seek professional advisors - preferably those who have experience in working with athletes and understand the dynamics of sport - such as sports agents, marketing experts, or branding specialists, in order to help them navigate the business aspects of their careers. These professionals can also advise athletes on endorsement deal negotiations, brand partnerships management and provide insights as to how they can maximize their earning potential.
In the digital era in which we live, it has become imperative for athletes to establish an online presence through social media platforms.
To be more precise, athletes should craft a strategic approach to their online presence, one that showcases their accomplishments, passions outside sport, charity endeavours and their personality in general. Furthermore, it is important that they generate captivating and interactive content that aligns with their brands identity and build a strong connection with their target audiences. Additionally, athletes can leverage their social media platforms to engage actively with their fans and supporters, including reposting content that they have been tagged in, amongst other activities.
US College athletes can also start exploring endorsement opportunities, merchandise sales, and promotional ventures that align with their brands, always complying with National Collegiate Athletic Association Regulations to ensure eligibility whilst capitalizing on these lucrative opportunities. Athletes should understand that their college years mark the initial phase of their careers. As they strategize for their futures, they should think about how their personal brands can continue to grow after their college years end and into their futures.
In conclusion, US college athletes are embarking on a promising journey where their sports’ careers can act as the foundation for developing their personal brands. By harnessing their NIL rights strategically, they have the potential to shift from just being sports stars to becoming successful icons with commercial and financial values!
For more information, log onto: ‘www.apc-sport.com’
