*Example of a blog post I worked on while interning at ENS Ltd., a sports public relations agency in London

during the Fall 2014 semester

What Makes an Athlete Marketable?

These days, athletes are the face of almost every brand worldwide. They are in commercials, advertisements,

and on products. But how does a company choose an athlete and what makes them so appealing?

Cristiano Ronaldo was recently named the most marketable footballer, but why? Internationally, the superstar is

recognized by nearly anyone who has ever heard of football. He has played for two of the most famous clubs,

Manchester United and Real Madrid, and led both to titles. His emotions and work ethic are portrayed on and off

the pitch making him one of, if not the most, popular player in the world. Ronaldo has one of the biggest

qualities that a company looks for in and athlete: global awareness.

Global awareness allows brands to extend their reach and attract consumers from different markets. Their target

market expands as an athlete’s popularity does. The FIFA World Cup is one of the most watched sporting events

around the globe. Leading up to the competition, the world is focused on the athletes. Brands that Ronaldo

endorses, such as Nike, took advantage of this fact to drive sales and grow awareness of their brand.

Athletes must also be relatable to the brand’s target consumers and fans. Having a popular athlete as the face

of a company can create an emotional connection with customers. When an athlete is relatable, it means fans

can see a bit of themselves in that person and are thus attracted to similar products. Peyton Manning is a

perfect example of this. Manning is one of the most liked players in all of American football and has been his

entire career. When he was traded from the Indianapolis Colts to the Denver Broncos, he took a massive fan

base with him. Consumers were more attracted to him as an individual player than the team he played for.

Because of Manning’s versatility and popularity, his endorsement deals include Gatorade, Buick and Nationwide

Insurance. His connection with consumers has allowed a variety of brands to benefit from using him as the face

of their product. Manning’s success on the field also adds to his endorsement stock. When an athlete thrives

during a game or has a stellar season, their popularity among fans automatically improves, attracting companies

to them. Tennis player Andy Murray is a perfect example of this phenomenon. While he was a widely

recognized tennis player, he was not highly sought after by major brands. However, when he finally achieved

success at Wimbledon, he became immediately more attractive to companies. An athletic accomplishment

means an opportunity for a drive in sales for brands. It is difficult to create buzz around an athlete that who is

not excelling in their sport.

The relationship between brands and athletes will continue to evolve. Widely recognizable athletes will continue

to help companies market their brand through endorsement deals. At the same time, companies will have to

seek out athletes who can help drive their business and increase their success. Finding the right relationship

between an athlete and a brand could allow that company to increase its popularity exponentially.