There is a change in the consideration of athletes by fans. More human, closer to us, showing feelings and values: these are just some of the aspects that attract the best talents.
Tom Kuhr, chief marketing officer at Greenfly, added: “SportsPro’s list demonstrates a shift in athlete marketability that goes beyond reach and engagement. Fans want to connect directly with athletes on social, bypassing leagues and teams. When athletes are authentic and relatable, they’re able to connect more deeply with fans and followers. That’s what brands should be looking for now - honest endorsement and an audience that listens. Reach and frequency is perfect for assessing ad spend, but athletes are really our most valuable influencers.”
The list of the 50 most marketable athletes of 2021 is presented by Greenfly and is powered by Zoomph. The methodology relies on a large amount of data from social media to generate an Athlete Influence Score comprising five key metrics: posting frequency, reach, engagement, fan demographics, and fan appeal. The result is very revealing. Simone Biles and Noami Osaka are the most notable athletes.
Naomi Osaka used her voice to speak up about issues such as racial inequality. She also expressed her thoughts on mental health and decided to skip some events for the sake of her mental health. She didn't mince her words as she expressed surprise at the reactions she received because of her decision. Osaka emphasized that she has always been happy to talk to the press and has often done in-depth interviews. She added that her answers are always genuine and that she has never received any kind of media training.
Osaka said “So then I was thinking, me waking up every day, for me, I should feel like I’m winning, you know? Like, the choice to go out there and play, to go see fans, that people come out and watch me play, that itself is an accomplishment”. Naomi Osaka is setting a solid example by prioritizing self-care and being honest about her journey.
Simone Biles entered the Tokyo Olympics as more than a superstar gymnast. She was the face of the Summer Games. She had become a leading voice against sexual abuse by speaking up about the crimes of Lawrence G. Nassar, the former doctor for the United States women’s gymnastics team and Michigan State University athletics.
As we know, during the Olympics, Simone decided not to participate in a final and to withdraw from some other competitions. Then he came back and won a bronze medal. Though Biles received widespread praise for her vulnerability and strength in navigating a difficult mental health situation under the bright lights, she admitted to her mom that "it just sucks" to "train five years and it doesn't go the way you wanted."
Although she was disappointed that she couldn't safely compete in most of the events she'd prepared for this year, Biles said she felt relieved when she didn't get the "backlash and embarrassment" she expected. In fact, she told her mom, it wound up being "the complete opposite." "That's the first time I felt, like, human," she said. "Besides Simone Biles, I was Simone, and people respected that."
It is not unusual that, especially during this Covid period, people are more interested in identifying with athletes who are increasingly showing their emotions and advocating for just causes. We are all part of humanity, we need to defend ourselves and live in the best possible way. This will also have an effect on the market. Commercial interest from growing industries and brands that want to target this type of audience and create special connections with fans.
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