Why Athletes are the New Influencer ‘Ones to Watch’

Athletes as influencers isn’t a new concept. However, we’re no longer just talking about promoting sports gear or energy drinks; athletes are becoming multifaceted brand ambassadors in their own rights – and this year’s ‘Summer of Sport’ has seen the athlete as influencer concept skyrocket.

Thanks to a lot of the athletes at this year’s Olympics now being Gen Z, for this year’s iteration of the event we are seeing a completely different side to them which we haven’t previously been exposed to. (Who’d have thought 2024 would be the year we could name countries by their kit? – and it’s all thanks to TikTok!)  

But in all seriousness, this direct connection between athletes and their audiences has made them some of the most followed and engaged influencers on social media.

But why does all of this matter to the brands partnering with the athletes themselves?

Let’s look at this from a growth perspective. Take Ellie Boatman, one of the British rugby players who secured her spot in the Sevens Squad for the Olympics. She increased her TT following by over 63% since the start of the games. Ellie has utilised her platforms to tap into key humour lead trends and BTS of the Olympics (we’re all nosey and love some BTS)! From simple ‘Day in the life’ pieces to the kit reveals we’ve seen across all the Olympians, it’s nothing groundbreaking but… it works.

That being said, there’s a big grey area when partnering with athletes over the Olympic period with, as expected, lots of red tape. So, we’ll be expecting the wave of brand deals to come post Olympics. What can brands gain from partnering with these individuals?

• Trust: 87% of consumers have said they are more likely to purchase a product endorsed by an athlete they follow, which really solidifies that trust point. These guys aren’t your usual celebs and have that extra clout that, as a brand, you can really reap the rewards.  

• Broad Demographic Reach: Athletes appeal to a wide range of demographics. Their influence cuts across age, gender, and geographic boundaries, making them versatile ambassadors for brands targeting diverse audiences.

• Emotional Engagement: Sports evoke strong emotions, and athletes often become drivers and symbols of all these emotions. Associating a brand with these positive emotions can significantly enhance brand image and loyalty.

Like we said, this is much more than athletes promoting sports gear + drinks, don’t be put off if you don’t have a direct affiliation to sports through your brand. We’ve seen Old El Paso (yep, the tacos, you heard right) partnering with the Team GB, with the likes of ex-Olympian Becky Adlington shining a light on the brand on her Instagram too. Meanwhile, Rihanna announced Fenty Beauty as the premium Olympic and Paralympic partner, whilst P&G, LVMH, Toyota and Omega also have their fair share of the Olympic pie as official sponsors.

If you’re not already exploring athletes within your influencer marketing strategy then it’s time to reconsider, from FMCG to Beauty, there’s more to this world than people think and with the exponential growth we’ve seen in just a matter of days, it’s only going to get better. Watch this space!