THE ROLE OF ATHLETES AS CONTENT CREATORS
NOVEMBER 16, 2020
The fewer barriers there are between athletes and fans, the more commercial opportunities that will materialize. Over the past several years, athletes are increasingly becoming content creators in their own right whether it be through social media outlets, production companies, or long-form stories on websites like The Players' Tribune.
When Derek Jeter announced the launch of The Players' Tribune in 2014, his primary goal was to "build a place where athletes have the tools, they need to share what they really think and feel". Founded by Derek Jeter, The Players' Tribune is a media company that publishes first-person stories from athletes, providing athletes with a platform to connect directly with their fans, in their own words.
The trend of athletes as their own content creators and developers has been driven by the convergence of multiple macro trends. The combination of these trends gives athletes a powerful voice that is permeating in industries and worlds beyond sports. This in turn will open the door for the next generation of athletes, including those in college, to build their personal brands before they become staples in the industry.
If you’re still on the fence about whether you should make the jump and start creating content, here are three reasons why athletes should turn their attention to content creation:
#1TO GROW THEIR AUDIENCE AND ENGAGE WITH THEIR FANS AUTHENTICALLY
The dialogue has shifted in sports broadcasting, and so have sports fans' expectations. More and more fans are expecting transparent communications with their favourite athletes in which they don’t depend on broadcasters or experts to hear the latest news. When athletes create their own content, they are providing stories that their fans wouldn’t know about otherwise.
#2 TO MAXIMIZE THEIR VALUE FOR PARTNERS AND SPONSORS
Brands and companies who wish to connect with a prospective audience know that one of the best ways to earn their trust, and perhaps get them to buy or sign up for their service, is to partner with athletes that have already earned that trust.
#3 TO CREATE A FOUNDATION FOR NEW BUSINESS OPPORTUNITIES
Athletes can start creating their own brand identity by being authentic about what they support, what they stand for, and what is their mission beyond sports. Sure, athletes can make money solely on partnerships and collaborations with other brands, but if they want to build a lasting income stream, they need to create their own way of communicating with their audience through their content-something they can call their own.
If there’s one takeaway, it’s to start leveraging your voice as an athlete through content creation to build a lasting brand identity.