With more and more marketers looking to brand ambassadors one expert says there’s one skill to look for when deciding on who’s best to be front and centre of your brand – one with savvy social media skills and, ideally, an online following.
That’s the advice of Kelli Masters (below), a leading US sports agent and keynote speaker at the upcoming Ministry of Sports Marketing conference in Sydney on 19th July.
Masters specialises in sponsorships with NFL players and was once voted as one of the top 25 most influential women in US sports.
She says the hoopla around social media is deserved as is the ability to monetise it and adds it’s the biggest thing in US sports marketing circles at present.
“Athletes and companies alike are exploring ways to harness and monetise the power of fan engagement, content creation and branding through platforms such as Twitter, Instagram, Snapchat and more. More than ever, that is the focus,” Masters told B&T.
Masters – whose comments obviously come with a sports focus – says sports stars in the US have long realised the earning potential off the field but adds a lot of her clients can have “unreasonable expectations” about the sort of deals they can land.
“But every athlete who is willing to work hard at their craft and create their own brand through community involvement, engagement and responsible media/social media practices can find ways to develop additional income streams,” she added.
“It often takes a great advocate time and a lot of creativity to produce opportunities. But it can be done. For higher profile athletes who are able to get larger deals, the importance really is staying ‘on brand’ and maximizing opportunities without overexposure.”
Masters agreed that it’s often tougher for female sportspeople to land the big deals that their male counterparts can, primarily due to the mainstream popularity of men’s sports.
“It all comes down to the popularity of the athlete,” Masters said. “Individual athletes can gain significant notoriety and therefore marketability through remarkable athleticism and accomplishments; take Ronda Rousey or Serena Williams.
“Unfortunately, the mass appeal of some female athletes is still based upon looks. But, with that understanding, I do believe that women can embrace who they are and be recognised for their accomplishments not just their beauty.
“You may have a great athlete with a great backstory, but if the sport is not widely viewed then marketing that athlete can difficult. I think, as an agent, it is important to know my client well, know what brands are a great fit for him or her, then find synergies and opportunities while managing expectations and setting realistic goals,” Masters said.
Want to learn more about sports marketing? Give this little link a click and find out more about our spectacular Ministry of Sports Marketing conference coming up on July 19. It’s one not to be missed.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]