FROM COMPETITOR TO CREATOR

The sports industry is changing, driven by various factors like the creator economy, web 3, the metaverse, virtualization, and artificial intelligence. These changes enable athletes to play an even more prominent role in a brand-focused, athlete-centered, data-driven transformation. In this evolving landscape, athletes are no longer “just competitors”; they have become tastemakers, creators, influencers, activists, affiliates, investors, entrepreneurs, and investors in the digital realm. They possess the power to construct a brand befitting their talent, connect with audiences, and wield significant influence, income, and impact.

In the past, athletes often overlooked the potential of their digital presence, including websites, social media, and data. Sure, most athletes occasionally share random social media posts, and a helpful neighbor might even build them a website. However, most athletes do not have a plan or a compelling story. Even so, the relevance, influence (and potential) of these digital platforms are undeniable.

The digital era has created a new reality where everything can be measured and quantified. This means recognizing that traditional sports content like game previews, live match coverage, and technical analyses no longer captivate younger sports fans as they once did. In contrast, content centered around athletes and created by individual athlete creators is gaining traction among this crucial demographic. Athletes have quickly established their social media dominance, significantly outperforming rightsholders and traditional media companies. They are driving change faster than organizations have been able to adapt. A new generation of athletes, born in the digital age, is approaching their peak performance years. They are using their brand potential to redefine the industry. They leverage their storytelling skills, recruit strategic thinking, and employ digital expertise to outperform traditional competitors.

Build the brand you love

Athletes need to understand that what orks for others may not work for them. Authenticity and reflection are key. To stand out, athletes must be open to taking risks and accepting the possibility of failure. This extends to their online presence and overall digital strategy. They should aim to chart their course rather than follow existing patterns. Each digital brand strategy should be tailored to their personality, values, and goals. Data plays a crucial role in understanding fan preferences and identifying income and impact opportunities. As the digital landscape evolves, athletes will optimize their digital presence, become easier to find and recognize, build stronger communities, collect data, monetize, and advocate change, in addition to being fierce competitors. Improving their professionalism, brand strategy, and digital tooling are the natural next steps, and their digital dominance will continue to transform the industry.

Change is happening at a fast pace, forcing athletes to embrace a culture of constant change. They certainly don't need to operate at the cutting edge of technology, but they must adapt. The industry they initially entered will be vastly different from the one they retire from. This requires an entrepreneurial mindset, where they position themselves as the CEOs of "Me Inc." Previously overlooked, digital brand strategy managers, data analysts, and content creators are now vital to an athlete's business success. The creator economy has ushered in an era where athletes lead change, and those who embrace it are shaping a brighter future in sports. While winning remains the primary objective and a source of credibility, visibility, and free publicity, athletes must realize that their brand can elevate them from being the "Minimal Viable Product" to the "Most Valuable Player."