US College Athletes: Building & Commercializing their Sports Celebrity Brands

By Marianna Kazazi, Marketing and Branding Executive, APC Sports, Nicosia, Cyprus

College athletes’ careers can go beyond their sport, 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 such athletes to capitalize further on their NIL, creating endless options and opportunities for them to build their personal brands and implement successful marketing strategies.

The athletes’ journeys towards building successful brands and utilizing an effective marketing strategy begins with a clear understanding of what their personal brands could be.

Specifically, athletes need to define who they are to determine what they eventually 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 steps for the creation of their personal brands.

As student-athletes discover their unique attributes and brands potentials, they need expert guidance 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 - such as sports agents, marketing experts, or branding specialists - 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 potentials.

In the digital era we live in, it has become imperative for athletes to establish an online presence through social media. To be more precise, athletes should craft a strategic approach to their online presence, one that showcases their accomplishments, passions outside sport, charity endeavors and their personality in general.

Furthermore, it is important that they generate captivating and interactive content that aligns with their brands identities 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.

College athletes can also start exploring endorsement opportunities, merchandise sales, and promotional ventures that align with their brands, always complying with NCAA regulations, to ensure their 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 have ended and on into the future.

In conclusion, college athletes are embarking on promising journeys, whereby their sports careers can act as the foundations to developing their personal brands. By harnessing their NIL strategically, they have the potential to shift from just being sports stars to their becoming influential, successful and bankable icons!

For further information and advice, log onto ‘www.apc-sport.com’