Athletes as Brands: How Sports Stars Win Off the Field

In previous years, players were mostly known for what they did on the field, court, or mat. To really "know" an athlete, you had to watch their highlight reel on ESPN or maybe hope they were in a Gatorade ad. These days, things are very different; athletes aren't just players on a roster, they're brands. And a lot of them have been figuring out how to build their names without the help of their teams or traditional sports media.

For players today, success isn't just about wins and losses; it's also about how many fans they have, how much merchandise they sell, and how quickly a TikTok goes viral. And to be honest? They're very good at it.

In the past, brands like Nike, Adidas, and even Wheaties helped players define their look. Those shoe deals and cereal box covers were pretty much the golden ticket. These days, though, players are making their own platforms, businesses, and even media companies. LeBron James is one of the best basketball players of all time, but he also co-founded SpringHill, a media company that makes movies, TV shows, and videos. After becoming a tennis superstar, Serena Williams started her own venture capital fund to invest in businesses run by women and people of color.

These actions aren't just side jobs; they're part of a plan to keep their image in check and keep having an impact long after they leave.

Social media is the best way for athletes to build their brand. Instagram, TikTok, and YouTube let players show fans parts of them that they haven't shown them before. Think about Livvy Dunne, an LSU gymnast. Because of the new NIL (Name, Image, Likeness) rules, she's been able to turn her huge TikTok following into marketing deals that most professional sports would love. Or think about Cristiano Ronaldo. He is one of the most important people in the world because he has well over 500 million followers on Instagram.

And it doesn't have to be anything important. Some players use jokes, funny videos, or even mistakes they make behind the scenes to show they're just like everyone else. Sports stars who are both very good at what they do and likeable are what keep fans going back for more.

But there is a catch: branding only works if it seems real. Fans can tell when something isn't natural. That's the reason why telling stories and being real are so important. Naomi Osaka got a lot of respect for both how good she is at tennis and how open she is about her mental health problems. Being honest like that makes people loyal even if they don't watch tennis.

For athletes, being real can mean showing how hard they work at training, talking about struggles, or just letting their personality shine. Athletes who have great names don't build them on stats, but on stories.

Of course, it’s not all sponsorship checks and sneaker launches. Managing a personal brand comes with real challenges.

Not every athlete can stand out when everyone is pushing merch, podcasts, or protein powders.Then there’s the downside of living online: constant criticism, trolling, or even body shaming. Dunne has been open about the negative things people say about her, which shows that being well known comes with a price.

There's also the matter of balance, which players still need to do in order to play their sport. Some people say they "not take the game seriously" because they focus too much on branding.

So why should you care about sports as brands? Because it shows how ways of life and sports are changing. These days, being an athlete isn't just about winning; it's also about starting your own business, and being stable. People's sports careers don't last long, but brands do.

And to be honest, it's not that different from us. Instagram, LinkedIn, and resumes are also ways for college students to build "brands." It's just that athletes do it on a bigger stage and with more sneaker deals.

Remember this the next time you see an athlete's TikTok: it's not just a highlight, it's a brand. As important as wins can be in the sports world today.