THE ILLUSION OF EXPOSURE.
Thomas van Schaik
Supporting athletes & their partners in building better brands | Athlete Brand Strategist | Author of THE ATHLETE BRAND BOOK
Dear Insider,
Welcome to this edition, where we go beyond surface-level athlete branding, media, and influence. This time, we’re tackling a critical shift: Why visibility alone won’t build long-term value. Too many athletes assume winning, follower counts, and random social media posts will translate into influence. But without strategy, it gets lost in the noise.
Inside, we break down how the smartest athletes turn attention into trust, trust into engagement, and engagement into financial independence. The difference? They own their platforms instead of renting space on someone else’s. Also in this edition: ?? Thomas' Take: What Happened to NBA All-Star Weekend? Once a pop-culture moment, now an afterthought. Can it be saved? Stop branding by chance. Start building with intent.
Anyway, enjoy this week’s Influence Insider! Let me know what you think, and as always, if there’s anything I can help with, just reach out.
Best,
Thomas van Schaik
FROM EXPOSURE TO INFLUENCE
Why visibility won’t build long-term value
For decades, sports branding has relied on visibility, using logos on jerseys, stadium banners, and perimeter ads to capture attention. But in a world saturated with content, Donald Broadbent’s filter theory reminds us that people absorb only a fraction of what they see. Studies show the average person encounters 6,000 to 10,000 branded messages daily, yet only a handful make a lasting impact. Many athletes fall into the same trap. They assume posting random training clips, game-day results, and tired clichés is enough. They believe a large following translates to real influence. But exposure without narrative or intent is just more noise.
Trust & 1,000 True Fans
Athletes have a built-in, highly engaged audience, an advantage most corporate logos can never match. But many fail to turn that engagement into a loyal, trusting community. Chasing vanity metrics like follower counts leads to shallow interactions. Instead, Kevin Kelly’s 1,000 True Fans concept proves that a small, deeply connected audience is far more valuable than millions of passive followers. Trust converts. Reach does not.
Example: Naomi Osaka earns $50M+ annually in endorsements—not just for winning, but for building an authentic connection with her audience through mental health advocacy and social impact.
From life-casting to strategy
Too many athletes are randomly life-casting, posting aimlessly without a plan. To create long-term brand value, athletes should balance five key pillars:
·?????? Performance: Your skills and success matter, but how you present them is key.
·?????? Private life: Share the human side of your story, not just your stats.
·?????? Community: Engage with the places, people, and causes that define you.
·?????? Passion: Hobbies and interests beyond sport can become revenue streams.
·?????? Business: Don’t just rely on sponsorships; own your brand.
Example: LeBron James seamlessly integrates these pillars. His mix of on-court dominance (Performance), family/lifestyle (Private Life), school funding projects (Community), entertainment ventures (Passion), and business ownership (Business) has made him a billion-dollar athlete.
Monetization: smarter, not louder
Many athletes still rely solely on endorsements, but direct-to-fan monetization is where real control and upside exist. An athlete with 50,000 engaged followers and a solid strategy can out-earn an athlete with 500,000 disengaged followers.
Athletes should think like digital entrepreneurs, leveraging:
? Owned media (newsletters, podcasts, personal websites).
? Direct revenue (products, courses, community memberships).
? Strategic investments rather than short-term sponsorship deals.
Example: JuJu Smith-Schuster leveraged his gaming and social media presence to land deals with FaZe Clan and Twitch, generating millions beyond football.
The playbook for influence
To shift from exposure to true influence, athletes must:
·?????? Clarify your brand persona: Define what you stand for beyond your sport.
·?????? Own your distribution: Rely less on social platforms; build direct fan channels.
·?????? Create with purpose: Every post should serve a clear strategy.
·?????? Engage with intention: Foster real dialogue, not just surface-level likes.
·?????? Monetize on your terms: Move beyond passive endorsements to fan-first revenue.
Athletes can no longer afford to brand by accident. The playbook has changed: fewer followers, deeper trust, smarter monetization. Those who adapt will own their narrative, build lasting influence, and secure financial independence beyond their playing careers. The time for accidental branding is over. Stop branding by chance. Start building with intent.
HOW ALL-STAR WEEKEND LOST ITS MOJO
The NBA All-Star Game used to be a cultural moment. It wasn’t just another game; it was where legends proved they belonged, stars built their legacies, and history was made. I saw it firsthand in 2008. As part of the Adidas team, I was there when Dwight Howard’s Superman Dunk turned a dunk contest into a global pop-culture moment. We provided the shoes, the Superman top, the cape, and the theatrics. But what made it iconic wasn’t just the dunk; it was Howard’s buy-in. He understood the All-Star Game as the ultimate stage to connect with fans and build his brand.
Fast-forward to 2025, and it feels like nobody cares.
Today’s All-Star Weekend has become a league obligation instead of a must-watch event. Ratings hit a record low in the past two years. Players show up, but the energy is missing. The urgency? Gone.
How Social Media Killed the All-Star Game
The NBA was once the only way for players to connect with fans. Now, they control their own narratives daily on their platforms. The top 10 NBA players have a combined social media reach of over 500 million followers. For context, the NBA itself has just 90 million followers on Instagram. Why does that matter? Because LeBron’s Instagram engagement reaches more people than a nationally televised game. Curry’s TikTok has 8 million followers. Durant controls his own story daily on X. The All-Star Game used to be a critical branding opportunity. Now? It’s just another event on a packed schedule.
How to Fix It
If the league wants All-Star Weekend to matter again, it needs a reset.
Or Is It Already Too Late?
The NBA mastered social media better than any league. Its digital-first strategy has made basketball more global, accessible, valuable, and engaging, 363 days a year. But on that one weekend in February? Social media has made the All-Star Game itself irrelevant. If the NBA doesn’t evolve, will anyone even care about the All-Star Game in five years? Right now, the answer is trending in the wrong direction.
Katie Deighton ’s #WSJ article "Athletes Are Signing Endorsement Deals Before They Get Prom Dates" (Feb. 3, 2025) explores how high school athletes are securing major NIL deals and what it means for sports marketing.
?? The Athlete Brand Book: Now on Amazon USA!
Transform your brand into a business and build a lasting legacy. Now available on Amazon USA for faster, lower-cost delivery, this 600-page, full-color hardcover is the ultimate guide for athletes, agents, and sponsors looking to maximize influence, income, and impact.
Packed with stunning visuals, AI-powered prompts, and strategic insights, it’s more than a book—it’s a blueprint for athlete success.