8848’s managing director James Garrison discusses the appointment by cyclist Mark Cavendish of a marketing agency and suggests other athletes could learn from him as he leads the way on personal brand.
Hot off the press this week is the news that cyclist Mark Cavendish and his management agency Areté have appointed a sports and entertainment integrated marketing agency.
The agency has been appointed to oversee the PR aspect of his derniére Tour de France, where he will have his final attempt on rewriting the history.
I love this and cannot wait to see what the agency achieves for Mark and his team.
The story got me wondering – why aren’t more sports people supported by marketing agencies? Surely it makes complete sense?
Today’s athletes should think of themselves as more than just a competitor, in my opinion they’re brands. And that’s where marketing agencies can step in and become the ultimate game changers for these stars.
Building a legacy
Athletes have a finite window. With professional careers in the majority less than 10 years (with the exception of golfers who seem to go on forever), there’s no time to lose on building a brand that lasts way after your professional career has ended.
Marketing agencies can go beyond showcasing athletic prowess. They can help craft a compelling narrative around an athlete’s journey, values, and personality. This builds a deeper connection with fans, turning them into loyal supporters invested in the athlete’s long-term success.
Endorsement deals
Who can forget what Deloris Jordan said to the Nike marketing team in the film Air: “A shoe is just a shoe until my son steps into it.”
Michael Jordan earned $94 million just for playing basketball over the course of his entire career. Last year alone though, he made a full $330 million just from the royalties from his Jordan shoe brand (via Nike). Hence, he makes 3.5 times more every year from shoe royalties than he made playing in the NBA for 15 seasons.
A marketing agency can ensure a partnership is strategic. They will identify brands that align with the athlete’s image and values, creating mutually beneficial deals that resonate with fans. Everyone wins – the athlete gets lucrative contracts, the brand gains a credible ambassador, and fans feel a sense of authenticity.
Balance
Balancing gruelling training with business ventures can be a challenge. We also can’t expect athletes to know everything – their specialism is their sport, not marketing.
Marketing agencies can take the reins, creating lucrative opportunities beyond the playing field. This can involve product lines, apparel collections, or even charity initiatives, allowing athletes to leverage their fame for good.
Owning your personal brand
Social media is a double-edged sword for athletes. Marketing agencies can help navigate this digital landscape. They can strategise engaging content, manage fan interactions, and build a positive online reputation. This allows athletes to control their narrative and connect with fans on a personal level.
Learning from each other
I also believe that marketing agencies can learn a lot from athletes. With that, I’ll leave you with a few quotes to invigorate your day:
“I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.” —Michael Jordan
“Just believe in yourself. Even if you don’t pretend that you do and, and some point, you will.” —Venus Williams
“I don’t believe skill was or ever will be, the result of coaches. It is a result of a love affair between the child and the ball.” – Roy Keane
“I’ve never played for a draw in my life.” – Alex Ferguson
Looking for more information? Here’s a link to my LinkedIn page.
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