Why Athletes Need a Personal Brand / ITech content

Contents:

• Even the Whole Field Is Not Enough
• Man and the Airport
• All for One
• When Silence Is Not Golden
• Rebel on the Dance Floor

A personal brand is the perception that people form about you without your presence. This definition comes from Jeff Bezos, the founder of Amazon, and perfectly captures the essence of the concept. Creating and developing a personal brand plays a vital role in building a reputation, influencing others, and achieving professional success. Your personal brand determines how colleagues, partners, and potential clients perceive you, which is why its development requires attention and a strategic approach.

The concept of a personal brand, originally developed in business, has over time become relevant in sports. The industry has realized that athletes represent not only performance in the form of goals, points, and seconds, but also powerful carriers of individuality and a personal brand. Creating and promoting a personal brand for athletes not only allows them to stand out from the competition but also opens up new opportunities for collaboration with brands and sponsors.

Even the whole field is not enough

Footballer Cristiano Ronaldo is a shining example of how a successful career on the football field contributes to the development of a personal brand. A strong personal brand, in turn, plays an important role in successful negotiations with clubs. In 2018, Ronaldo signed a contract with Turin's Juventus, and within the first hours after the transfer announcement, 20,000 T-shirts bearing his name were sold. Each T-shirt cost 100 euros, which underscores the player's enormous commercial potential. Such success not only strengthens his position at the club but also increases his value in the football market.

Cristiano Ronaldo has built an impressive business empire, which includes various brands and investments. His Instagram account boasts 283 million followers, making him one of the most popular people on the platform. A photo he posted with the legendary Diego Maradona on the day of the Argentine's death became an online hit, garnering 19 million likes. The post became the most popular post of 2020, highlighting Ronaldo's influence not only as an athlete but also as a social media figure.

The footballer's team employs an effective content management strategy. The posts include a mixture of sports information and advertising, as well as a significant amount of personal content. The texts are written in a lively and engaging style, creating the impression that Ronaldo manages his social media himself. This approach not only attracts attention but also strengthens the connection with fans, allowing them to learn more about the athlete's life and career.

Top-level athletes typically have a team of specialists responsible for managing their social media.

Among Russian athletes, different approaches to social media management can be found. Khabib Nurmagomedov, the most popular Russian athlete on Instagram, actively manages his page, sharing moments from his life and career. Meanwhile, CSKA Moscow goalkeeper Igor Akinfeev rejects the internet, expressing his dislike for it. "I don't have an online presence and don't plan to, because I consider it dirty," the goalkeeper said. Promoting a personal brand through social media is ineffective. Last year, 3.8 billion people used social media, representing almost half the world's population. More than 60% of these users are sports fans. Each fan follows an average of 10 sports accounts, eight of which are athletes' personal accounts. This underscores the importance of creating and maintaining a personal brand in sports.

The Man and the Airport

Cristiano Ronaldo prioritizes professionalism and avoids amateurism in his training program and lifestyle. He trusts specialists in all aspects of his career, including recovery. In this context, he has a personal sleep consultant, Englishman Nick Littlehales. He taught Ronaldo sleep methods that allow him to rest not once a day, but in cycles of one and a half hours, which amounts to five times a day. This approach to recovery helps Ronaldo maintain a high level of physical fitness and concentration on the pitch, which is a key factor in his success as a top player.

A large team of specialists, including marketers, managers, and social media experts, is working to develop Cristiano Ronaldo's personal brand. The footballer's success attracts new sponsors and secures him lucrative advertising contracts. For example, Ronaldo has a lifetime endorsement deal with Nike worth €22.5 million per year. This approach to building a personal brand allows him to remain at the forefront of global sport and business, creating new opportunities for growth and partnerships.

Footballer Cristiano Ronaldo has a remarkable personal brand that has become a symbol of his success. The CR7 label, based on his initials and jersey number, produces a wide range of products, including underwear, sportswear, and home textiles. He has also entered into a lucrative partnership with one of the largest hotel chains in Portugal, which contributes to the expansion of his brand in the tourism sector. A unique attraction is a museum dedicated to his career, located on his native island of Madeira. The city's main airport is also named after the footballer, underscoring his importance and influence both in sport and in society.

Popular love sometimes has its drawbacks. In 2017, the residents of Madeira decided to erect a bust of their favorite footballer, but the result was far from expected. The sculpture sparked heated discussion and quickly became a meme, spreading across the internet. This event became a vivid example of how expectations can not coincide with reality, and also demonstrated how public admiration can turn into a comical situation.

All for One

The size of the team promoting an athlete's personal brand is directly proportional to their success, level of recognition, and desire for self-promotion. Some athletes limit themselves to the services of a single PR consultant, while others may engage an entire team of specialists. There are also specialized agencies providing services for promoting athletes. A brand manager plays a key role, handling media inquiries, creating newsworthy events, and organizing social activities. They are able to transform negative situations into a positive information background, as well as build on the success caused by sudden public attention. Effective personal brand management helps strengthen the athlete's image and increase their influence both within the sports community and beyond.

A specialist provides recommendations on how to effectively conduct dialogue with the press. Every slip of the tongue or inappropriate joke can have significant consequences. It's important to be careful with your wording and consider potential audience reactions. Effective communication with journalists helps avoid misunderstandings and preserve your reputation. Following the match between the Russian and Portuguese youth teams, Russian player Evgeny Savin spoke about his goal. When asked how he managed to score, he said, "It was simply a magnificent pass. The ball came to the corner of my head and flew into the far corner." Savin's commentary highlights the importance of teamwork and accurate passing in football, which is key to success on the pitch.

The phrase quickly became a meme, and for many years the footballer was associated exclusively with it. Even now, after Savin has achieved success as a TV presenter and blogger, his "head angle" comment is still occasionally recalled. His YouTube channel, "Krasava," already has over a million subscribers, yet the strange phrase remains etched in the public's memory.

When Silence Is Not Golden

Gary Lineker, a former professional footballer and now the highest-paid football journalist in the world with an income of over one million pounds a year, has built a successful personal brand through his colorful and sometimes controversial statements. His unique communication style and ability to raise current issues in the world of football make him a prominent figure in sports journalism. Lineker actively uses social media to engage with his audience, which helps strengthen his position as an authoritative expert and commentator in the field of sports.

During his sporting career, Gary Lineker uttered a famous phrase that is still quoted in collections of sports aphorisms. After the defeat at the hands of West Germany in the 1990 World Cup, he bitterly remarked: "Football is a simple game. 22 men running after a ball for 90 minutes, and in the end the Germans always win." This quote reflects not only the essence of football rivalry, but also the characteristic style of play of the West German team, which has allowed them to repeatedly achieve success on the international arena.

He has repeatedly used his famous phrase in various interpretations. Moreover, many commentators have also included it in their reports.

Brand Lineker, known for his witty approach to sport, continues to actively develop his presence on Twitter. Engaging in a dialogue with the audience, he shares relevant news and opinions on sporting events, which contributes to strengthening his reputation in the world of sport.

The reaction to England's defeat to Iceland was extremely harsh: "This is the worst defeat in our history. England lost to a country where there are more volcanoes than professional footballers." This comment underscores not only the shock of the result, but also an ironic view of the situation when the footballing might of one of the world's leading countries was called into question. The defeat to Iceland became a significant moment in the history of English football and caused a widespread stir among fans and pundits.

Lineker uses his rash statements as a tool for self-promotion. He once declared that if his beloved club, Leicester City, won the championship, he would appear on BBC television in his underwear. At the beginning of the tournament, Leicester was considered an underdog, but the team achieved a true footballing feat, becoming the biggest sensation in European football with an unexpected victory in the Premier League. This success not only changed the club's history but also drew attention to Lineker himself, who continued to use the momentum to increase his media popularity.

Gary Lineker kept his promise, which allowed him to win the sympathy of the audience. He actively engaged with disgruntled viewers, responding to their messages. Some of them considered his appearance in boxer shorts, rather than his usual clothes, as cheating. However, this move only increased interest in his personality and sparked discussion on social media.

Rebel on the Court

Creating a personal brand during a sports career is an important investment in the future. Athletes understand that sooner or later their career will end, and the image they have created will be able to generate income for many years after they retire. A personal brand not only helps them maintain popularity, but also opens up new opportunities for earning money, such as sponsorship contracts, participation in events, and the development of their own projects. By investing in their image today, athletes ensure financial stability for the future.

Basketball player Michael Jordan was one of the first to realize this and begin to put it into practice. In 1985, Nike's design team developed unique sneakers in a black and red color scheme for this rising star. These signature sneakers not only became a symbol of his success but also set new standards in the world of athletic footwear.

There was a period in the NBA's history when players could only wear white sneakers. This rule significantly limited the athletes' choice of footwear. Famous basketball player Michael Jordan, breaking these rules, regularly paid a fine of $5,000 after each game. His bold approach to style and individuality became one of the factors contributing to the popularization of not only his brand, but also basketball culture as a whole.

Jordan's sneakers have become a symbol of street culture and the fight against the system. These iconic sneakers have become the dream of every self-respecting basketball player seeking to express their individuality and style. Jordan personifies not only athletic achievements, but also the spirit of freedom that attracts young people around the world.

Jordan soon adopted the Jumpman logo, which continues to be used today. This iconic symbol has become an integral part of the Nike brand and is associated with excellence in basketball and street fashion. The Jumpman logo embodies strength, speed, and grace, making it popular not only among athletes but also among fashion enthusiasts.

Jordan brand footwear has significantly transcended the boundaries of basketball culture. The range of models has expanded to include shoes for baseball players, tennis players, American football players, and boxers. This diversity allows every athlete to find a suitable model that combines style and functionality. Jordan shoes have become a symbol not only on the sports court, but also in everyday life, confirming their versatility and popularity among various groups of users.

Air Jordans continue to be highly popular to this day. Today, they are available in a variety of colorways, and not just the classic red and black. Interestingly, when Michael Jordan was first shown sketches of his signature shoe, he rejected them. The religious athlete did not want to wear colors associated with the devil. This story highlights not only Jordan's individuality, but also the significance of his brand in the world of athletic footwear. Air Jordans have become a symbol not only of basketball culture but also of fashion, making them sought after by collectors and style enthusiasts around the world.