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AndreinaVillarWoodworth

PeytonManningsRetirement
PromptsEndorsement
Question:IsitBettertoBuild
GregPortell

AndreinaVillarWoodworth
CriticalThingsYouMustQuit
BilingualExecutiveCareerCoach|ResumeWriter|CareerChangeExpert|Interview
Coaching|ODSpecialist
DoingNowToBeMore
Successful

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Dr.TravisBradberry

Porqubuscarempleoesmsdifcilpara
Brexit,Brazil&China:AThree
algunos?
LeggedRaceforGlobal
Mar8,2016
2,056views
Stability.

21Likes

7Comments

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AndreinaWoodoworth:DirectoraEjecutivadeCareerCoach
Connection

Cv, LatinAmerica, JobSearchStrategies

Writtenby

AndreinaVillarWoodworth

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LeonardoAcostaGonzlez
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Excelenteartculo!.
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18hoursago

AndreinaVillarWoodworth

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GregPortell

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Transformation|Media|Marketing|Digital

PeytonManningsRetirementPrompts
EndorsementQuestion:IsitBettertoBuildorBuy?
Mar9,2016

300,960views

344Likes

48Comments

Itisofficial.PeytonManningisretiringfromfootball.WhileManningsfootball
careerwillbeenshrinedinCanton,hismasteryasabrandspokespersonwill
cementhiminpopculturehistory.HeisthealltimeleaderinNFLearningswith
$400millionfromsalaryandendorsements.Meanwhile,MariaSharapovais
facingthepotentiallossof$30millioninannualendorsementmoneyfour
timeswhatsheearnsonthecourt.Regardlessofsport,athletesrecognizethe
importanceofsponsorsasasourceofincome.
Foradvertisers,thepushforintegratedmarketingdrawsbrandstoathleteslikea

mothtoaflame.Borrowingthespotlightfromathletesisaquickpathtobrand
relevance.SettingasideboxersFloydMayweatherandMannyPacquiao,the
worlds20highestpaidathletescollectedalmost$1billionin2015,accordingto
Forbes.Almosthalfastaggering$470millionisfromendorsements.The
ratiowouldhavebeenhigherifnotforafewathleteswhoareunmarketable
(NdamukongSuh,forexample).Themarketforathleteendorsersisopenfor
businessandbrandsareshoppingwithzeal.
ChiefFinancialOfficersatbrandcompaniesareleftwonderinghowbestto
managethosequicklygrowingbudgets.Isitmoreadvantageoustobuy
establishedpersonalitieswhocomewiththeirownmythology?Or,arebrands
betteroffidentifyingemergingathleteswiththerightappealandbuildinga
sharedstorywherebothwin?
Thereareonlyafewtrulyiconicsportsstarsthattranscendsportsmakingthe
decisiontobuildorbuyaneasyone.Asthecostofacquiringlesserknowntalent
risesandtheassociatedrisksgrow,marketersshouldopttobuild.Under
Armour(JordanSpieth),RedBull(LindseyVonn)andUniqlo(NovakDjokovic)
provideroadmapsforhowtobuildbrandstogether.Beyondahighperforming
athlete,successrequiresengagingpersonality,awillingnesstostepoutsidethe
comfortzone,socialmediasavvyandtheabilitytogeneratecontent.Allofwhich
needstostayonmessageforboththebrandandtheathlete.
Withthosecriteriainmind,herearesomeintriguingathleteswhofittheprofile
forthoselookingtobuild:
MikaelaShiffrin:WithanOlympicgoldand30+podiumsinfiveyearsonthe
WorldCupcircuit,the21yearoldskierisaproventalent.Duringinterviewsand

onsocialmedia,shedisplaysaneasygoing,wittypersonalitywhichshould
appealtoabroadrangeofbrands.Asaplus,herTwitterfeedconfirmssheis
comfortableinaworldof#hashtags.Evenafterbeingrecognizedaswinter
sportsmostmarketableathleteanddealswithLonginesandWheaties,she
remainsunderdevelopedasaspokesperson.Whiletheobjectiveistobuilda
brandbeyondthesport,Shiffrinsfuturepartnerswillbeaidedbyatleasttwo
OlympiccycleswhereshewilllikelybethefaceoftheUSOlympicteam.
CrystalDunn:ArelativenewcomertothehighprofileUSWomensNational
Team,Dunnhasappearedinonly28capsbuthasahistoryofsoccersuccess.
Isolatingindividualplayersinteamsportsisnotoriouslydifficult.However,goals
scorerstendtostandoutDunnhaseleveninhershortinternationalcareer.
PerhapsDunnsoutburstisisolatedsuccess,buttheUSWNThasahistoryof
prolificscorerswhohavebecomehouseholdnames:MiaHamm,AbbyWambach
andcurrentstarAlexMorgan.Toamarketer,Dunnisarelativeblankslatewith
anarrowdigitalfootprint,only30,000TwitterfollowerscomparedtoAlex
Morgans2.2million.Withtherightbrandsupport,thereisalotofupside.
NickKyrgios:Anathletefromasportknownforhighprofileimplosions,Kyrgios
fitsthebillasapotentialstar.The20yearoldmightjustaseasilyselfcombust
inaseriesofadolescenttempertantrums.Theresultisahighrisk,highreward
assetcouldfollowinthefootstepsoftennisbadboysConnors,McEnroe,Becker
andAgassi.BoomBoomhimselfrecognizedtheAussieasafuturechampion
whowillwinaGrandSlam.Withhisaggressivestyleandbrashvoiceitisno
surpriseBeatsByDrecelebratesKyrgiosinaclassicPlayYourOwnRulesspot
thatharkensbacktoAgassisoldChangeandImageIsEverythingcampaigns
forCanonRebel.Itwilltakeabrandteamcomfortablewithwalkingthelineof
whatqualifiesasacceptablepublicbehavior.Goodorbad,theamplificationwill

bethere.
Professionalsportsteamshaverecognizedthecostofacquiringhighprofilefree
agenttalentisbecomingprohibitivelyhigh.Inresponse,teamsareimproving
theirtalentmanagementprogramstobuildsustainablefeederprograms.
Marketersfacesimilarchallenges.Borrowingthebrandhalofromestablished
starsputstoomuchriskinonespot.Inaneraofpaid,owned,sharedandearned
media(POSE),marketersneedeverytooltoamplifytheirbrandvoice.Whether
itcomesfromMissyFranklin(swimming),JoeBerenyi(paracycling),John
Landsteiner(curling),AdrienneLyle(dressage)orsomeoneelsewilldependon
howmarketersbuildtheirtalentpipeline.Thebestexamplewillbethefuture
starlockedintoanendorsementdealbeforeweevenknowtheirname.

Endorsements, MarketingAndAdvertising,
AthleteMarketing

FeaturedInEditor'sPicks,Marketing&Advertising
Writtenby

GregPortell

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