Sports stars are beginning to take greater control of their media careers before their playing careers have finished.
This year, we’ve seen athletes including England soccer captain Harry Kane, Portuguese soccer star Cristiano Ronaldo (measured by followers across social platforms, he’s the most popular sportsman in the world) and NFL player Travis Kelce work to act on their personal brands well before they’re ushered off the field. They’re also exploring ways of doing so outside the traditional media infrastructure.
Enterprises such as Kane’s new Cleats Club, a soccer-themed messaging app, and the recent launch of the UR Cristiano YouTube channel by Ronaldo, are creating new opportunities for advertisers hoping to reach the large fan audiences that follow in their wake.
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The original post is at Marketing Archives – Digiday
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