Stats That Matter: The Advantages Of Partnerships For Athletes
By Kathryn Maloney
Countless athletes have partnerships. Not every athlete is able to gain sponsorships, and landing one is quite a big deal. From Maria Sharapova and Porsche to Steph Curry and Under Armour, athletes partner with a wide range of companies for a myriad of reasons. Besides the money involved, there are several other benefits for both athletes and their respective partners.
Nneka Ogwumike recently signed a deal with Michelob Ultra. The benefits for her include not only money, but the opportunity for them to work together to bring more visibility to women’s sports. By being one of the faces of Michelob, Ogwumike is able to bring more awareness to women’s sports because of the different audiences Michelob has.
Michelob decided to feature different athletes on their 12 oz bottles — these athletes include Serena Williams and Alex Morgan.
The visibility women’s sports gets from deals like this can be hugely impactful. The Michelob Ultra audience expands beyond the typical women’s sports fans, which helps to bring more people in. For the athletes, it gives them a way to brand themselves outside of their sport. It also gives them the freedom to engage in something creative and provides a way to develop content in their own unique way.
Sponsorships also allow athletes to be competitive outside of their sport, which can be a healthy way for athletes to use their fierce nature. Developing a persona outside of sports can help athletes to gain a bigger following and bring more attention to his or her sport.
“Sponsorship is about putting your name and reputation on the line for someone else,” said Former CEO of KPMG Lynne Doughtie. “It could be as simple as recommending someone for a new role, yet it’s one of the most powerful cultural tools any organization has.”
In addition to benefiting the athlete, these sponsorships also help the company. There is a reason certain companies go after certain athletes, as they want to choose someone who will draw people to their brand. Sponsorships have become an increasingly important part of sports in recent years, and they will continue to be influential for many years to come.
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