The Power Of Athletes To Become Media Companies And Transform The Game

Introduction

• Athletes today have the opportunity to leverage their fame to create substantial institutional value.
• Evolution of athlete marketing shows how athletes are now empowered to become profitable media companies.
• Michael Jordan was a significant figure in athlete branding but lacked ownership of his intellectual property (IP).

Leveraging the Power of Partnerships

• Evolution of athlete branding led to strategies that focus on IP ownership.
• Example: Shaquille O’Neal's strategy involved owning his IP and licensing it to brands.
  • Shaq’s brand development was handled by Management Plus Enterprises (MPE).
  • Legendary creative Lee Clow helped design the Shaq dunkman logo.
  • Shaq formed a successful partnership with Authentic Brands Group (ABG).
• Shaq’s brand growth combines traditional media and social media.

The Era of Athlete Media Companies

• Athlete branding and influence have shifted due to digital and social media.
• Athletes can operate as media companies, controlling their narratives and monetizing their influence.
• Strategic partnerships with brands and media outlets amplify athlete brands.
  • Partnerships can include sponsored content, co-branded campaigns, joint ventures.
  • New revenue streams include endorsement deals, content licensing, and revenue sharing.

Creating and Distributing Content

• Social media platforms allow athletes to distribute content directly to their fans.
  • Platforms include Instagram, Twitter, YouTube, TikTok.
• Athletes should invest in building a strong social media presence.
  • Content should be high-quality and authentic, including behind-the-scenes footage, personal stories, and training routines.

Intellectual Property and Original Content

• Athletes can create valuable original content and IP to diversify revenue.
  • Examples of content include podcasts, documentaries, web series, books.
• Owning IP allows athletes to license it to platforms, broadcasters, or streaming services for income.

The Future of the Athlete Brand

• Becoming a media company offers financial benefits and opportunities.
• Student athletes can now profit from their name, image, and likeness (NIL).
• Mindset of being a media company helps athletes unlock financial growth.
• Embracing the media company model empowers athletes to control their narrative and build lasting fan relationships.

Conclusion

• Athletes are witnessing radical growth in their cultural power with digital transformation.
• The emergence of the athlete brand opens up new financial and brand-building opportunities.