Athletes also now have Opendorse, which developed the Athlete Marketing Platform that has become a game-changer for athletes. In response, the USOPC partnered with the Athletes’ Advisory Council and NGBs to raise more than $1.4 million for athletes, allowing 1,220 athletes to get a one-time stipend of $1,163.Īthletes are also now able to thank their personal sponsors, participate in advertisements and have it all take place within the Games after the USOPC unveiled less-restrictive marketing rules. A USOPC-commission COVID-19 survey of more than 700 Olympic and Paralympic athletes revealed nearly 60 percent made less than $25,000 during the year of their respective Games. The ability to earn money through individual marketing partnerships is crucial for Olympians. I think brands are eventually going to get back to doing live events and showcase experiences at the Olympics, but they’re not going to back away from amplifying it through digital content.” AMP-ing Up Their Earning Potential “They’ve had to do more so than ever now. “Brands were already trying to find out how they could take what they were doing on the ground in the Olympics and amplify it through digital content,” she said. … Some of the best content that athletes can push out is behind the scenes, their rituals, what they’re wearing, how they’re eating, how they’re preparing.”Īn athlete’s proficiency with social media also is attractive to sponsors as well, Elevate Sports Ventures Chief Brand Officer Cameron Wagner said, because of the past two Olympics being held without fans in attendance and in-person Olympic sponsorship activations curtailed. “There is an amazing association for brands. “All of that behind-the-scenes content makes people feel like they’re there and that they’re learning something,” Mazzolini said. One of the best examples of using social media, said Infinite Scale Brand Integration Director Molly Mazzolini, was Maame Biney posting on social media how her US Speedskating teammates threw a surprise birthday party for her on the plane to Beijing complete with balloons and party favors.
DIGITAL MEDIA KIT ATHLETE HOW TO
How to Book 24,000 Rooms for the Olympic Games:Īn Innovative Formula That Works for Hotels and Organizers.USA Luge Appoints Lauren Howe to Communications Manager.USA Fencing Welcomes Phil Andrews as CEO.“Being yourself and talking about what you do can connect with a new audience and lead to brand partnerships.” “What we see is athletes that are able to show personality and connect with fans, and audiences, outside of sports really jump out to a potential brand or commercial partner,” Opendorse Senior Vice President Derek Peterson said. There is no bigger game-changer for athletes than the ability to use their social media savvy to grow their fan base, which can then make them attractive to potential sponsors. Their chance at stardom is at the Olympic Games.” Authenticity Matters They’re doing sports that you and I grew up doing and they are doing it for the love of sport.
DIGITAL MEDIA KIT ATHLETE PROFESSIONAL
“These are not the highly paid individuals who play professional sports. “The athletes are how we bring marketing programs to life,” said 3 Emerald Marketing’s Michael Lynch, a veteran of the Olympic marketing landscape. But the sprint of a Summer and Winter Games within an eight-month stretch saw the dawning of a new era of partnerships among brands that want to work with the athletes, whose personal stories and televised performances can bring earnings opportunities of a lifetime. The Winter Games are not yet over - the Paralympics start March 4 in China. Through controversies and debates over the host country, drug testing of teenagers and an apathetic television viewing public, it was not a marketing dream for sponsors and athletes alike in Beijing.
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