HomeSports 2.0KreedOn Case StudySports Media | Study the Impact of Social Media on Athlete Branding
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Sports Media | Study the Impact of Social Media on Athlete Branding

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In this digital age, the dominance of social media on brand promotions has turned fortunate for several people and sports media, who use celebrity endorsements to promote products and services. The brand promotions use athlete branding as a marketing strategy to attract consumers and increase brand value. Nonetheless, it is a strong weapon of brand promotion the athlete branding. Several famous sports brands are recognized and acknowledged due to their promotion by renowned athletes. These sports brands tend to sponsor athletes for their own personal benefit. Therefore, social media plays a vital role in determining the voices of athletes on and off the field to encourage sports branding or to say athlete branding.

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The organizations also endeavour athletes who have a good public reputation to fulfil their respective goals of not only sports marketing but also to empower the sports media stature on social and political platforms that are crucial to consumers. 

Evolution of social media & sports media

Social media has enabled athletes to be in direct communication with the larger audience and fans. The immensity of followers on social media is highly valued by marketing representatives of the brands. It seeks more engagement from socially engrossing brands along with surging the desirability of endorsement itself. The brands represent and use athletes as their spokesperson through social media and it formulates a partnership between the two, strengthening each other at every step taken towards their personal gains. At the same time, the association creates a mutual value for the brand as well as the athlete.

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READ | Sports Marketing | The evolution of relationship between brands & athletes

The best sports branding leverage athletes as their leaders and influencers to promote their brand and accelerate growth of their products. Apprenticing with socially persuading athletes permits brands to drive and create purposeful engagement with consumers and it is a way of approaching a larger audience in general. It is important to know that social media can adversely affect the endorser and the brand at the same time. The grave consequence can be dissociation of the brand as and when the social media turns vicious. The endorsement is a double-edged sword that values partnership but retrieves itself during a controversial crisis. 

List of top 10 highest paid athletes on Instagram

S.N Name of athlete Profession Earnings per post
1 Cristiano Ronaldo Footabll Rs 17.2 crore
2 Lionel Messi Footabll Rs 11.5
3 Neymar Footabll Rs 10.5 crore
4 Shaquille O’Neal Basketball Rs 5.6 crore
5 David Beckham Football Rs 3.9 crore
6 Virat Kohli Cricket Rs 3.6 crore
7 Zlatan Ibrahimovic Footabll Rs 1.8 crore
8 Dwayne Wade Basketball Rs 1.4 crore
9 Dani Alves Football Rs 1.3 crore
10 Anthony Joshua Boxing Rs 1.2 crore

Sports Media: Turning Athletes into entrepreneurs

The sports stars have always beguiled their fans with exceptionally outstanding performance at the games. Apart from their game talent and the potential to win, the sports celebrities also possess an ability to become successful enterpreneurs. Entrepreneurship is not just a business but a challenge to work with dedication and perseverance, to accomplish great heights in life without the fear of failure. It is a new way of attaining income and fame for the athletes planning to showcase their business skills and proficiency. Several Indian athletes have stepped in and became active entrepreneurs in the last few decades.

They have pioneered in the domain of business and set a benchmark for the Indian sports industry. It is a medium of self-brand sports marketing, which grabs the attention of a large public as they are self-promoters of their brands. Moreover, exploring their journey to outshine their names among the others is not an easy task, and digging in the details help us acquire an essence of their life. 

READ | What does it mean to win Olympic medals for India?

Several Indian sports deligateries have launched their brands, which has inspired many people to replicate them. These small initiatives change the lives of many, giving opportunities to several manufacturers to help them establish a profound subsidiary. In addition, the most prominent sporting superstars including Virat Kohli, Kapil Dev, Yuvraj Singh, Sachin Tendulkar, Abhinav Bindra, Gagan Narang and so on, have excelled in their entrepreneurship. These brands are highly notable and worthy.

Sports Brands by India Athletes

Sports media | KreedOn
Image Source: The Economic Times

The Indian cricket captain, Virat kohli launched his fashion brand Wrogn in 2014 along with a chain of gyms and fitness centres known as Chisel. Similarly, the master blaster of Indian cricket, Sachin Ramesh Tendulkar has invested in various promising business deals with Smaaach, Universal Sportsbiz, S drive and Sach, and many others. The pearl of the badminton, Saina Nehwal also owns a sporting range with Yonex and is a major investor in Paree, a healthcare startup along with being a brand ambassador of female hygiene kits to promote healthy hygienic lifestyle in rural areas. The Haryana Hurricane, Kapil Dev, one of the golden achievers had launched Dev Musco Lighting Pvt. Ltd. adjoining partner with Musco Lighting since 1995 and he is also a stakeholder in SAMCO Securities and Zicom Electronics.

These are a few names enlisted out of the hundreds, who have revolutionised the athlete brand relationship. Their investment in numerous ventures drive the sports progress in an indirect manner and in turn is fruitful for them as well as the nation.

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Ayushi Bhatti
Ayushi Bhatti
I am Ayushi Bhatti, a graduate of B.A. English Honours from St. Stephens College, University of Delhi. Currently, I am pursuing M.A. in Journalism and Mass Communication from Sharda University. Over the years, I have attained proficiency in the English language through my consistent hard work and efficient writing skills. I have formerly written content for several prestigious platforms and some of them are NDTV Lifestyle Swirlster, LernEzy, Yhills, Kreedon, Zee Media. I have also been doing freelance writing besides writing articles, blogs, advertisements for campaigns, and website content. I possess the capability to write insightful and lucid content to bewitch my readers.


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