|Turning An Athlete Into a Global Brand
By: Cindy Wendland
Athletes make some of their money from their sport. They make the rest of their money from endorsements. Petrina Kvitova is a tennis champ. She has won Wimbledon two times, yet she does not have the name recognition that other tennis players possess. Now she is working with a branding team who want to build her brand globally.
How does an athlete turn their brand into a global phenomenon? Her branding team will try to pair her up with brands that match her personality and life-style. Kvitova has a humble, laid-back personality and low-key demeanor. Companies and brands that are laid-back and authentic would be good matches for her. She has also expressed interest in working with jewelry and beauty companies so they will seek out brands in those categories that would value her personality.
It’s kind of like eHarmony but for brands and athletes. You put your profile out there both from a brand and athlete perspective and where you get the most areas of compatibility, you start talking. Then you move into negotiations and hopefully end up with a successful long-term relationship that is a win-win for both parties.
The branding team has a more difficult job than just uploading a profile picture and write-up. They need to communicate the image of Kvitova and sift through all the possible brands that would suit her and find the right ones. If only there was a site that listed all the possible brands that needed a brand ambassador.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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