From Athlete to Influencer: Mastering the Game of Personal Branding in Sports

Julie Freedman
Aug 17
3 min read

The Game Has Changed

The landscape of athletics is evolving rapidly. For young athletes, success is now measured beyond points, goals, and medals. It includes how effectively they present themselves online. With Name, Image, and Likeness (NIL) opportunities, athletes as young as high school are transitioning into influencers. Starting early can give these athletes a significant head start, leading to better brand deals and fan engagement. According to a recent study, 34% of high school athletes report having been approached for sponsorships due to developing their social media presence early.

Why Athletes Are Becoming Influencers

The integration of sports and social media has never been stronger. Athletes have evolved from competitors to storytellers and community figures. Platforms such as Instagram, TikTok, and YouTube enable local and national athletes to:

Cultivate loyal followers who support their journeys and careers.
Attract meaningful sponsorships that align with their personal values. For instance, a college athlete with a TikTok following of 10,000 can often snag deals worth thousands of dollars.
Leverage personal narratives and experiences, paving the way for career paths after sports. An athlete who regularly shares their training routines and personal challenges can have opportunities in coaching, speaking engagements, or even a future in sports media.

This transformation emphasizes the importance of owning an athlete’s digital presence. Failure to do so risks allowing others to define that narrative.

What Makes a Great Athlete-Influencer?

It takes more than posting highlight reels to excel online. Successful athlete-influencers tend to share three key characteristics:

Stay Authentic: Fans appreciate genuine personalities, not just polished images. A great example is basketball player Chris Paul, who shares candid moments about his family and personal life, creating a deeper connection with his fans.
Share Consistently: Regular updates help keep followers engaged. Notably, swimmer Michael Phelps connects with fans by posting about his fitness routines and mental health journey, which keeps his audience invested.
Think Long-Term: Every post contributes to a larger brand story. NFL player Patrick Mahomes has successfully shared his journey from college to the NFL, making fans feel a part of his evolution.

By recognizing these factors early on, athletes can position themselves favorably for college recruitment, NIL deals, and future collaborations.

The Risks of Waiting

Many athletes believe they should delay their online presence until they achieve major success. However, this mindset has its drawbacks:

They risk missing out on NIL opportunities during their prime years. In fact, athletes who begin building their brand early can earn as much as 25% more through endorsements than those who start later.
Athletes may lose followers to peers who have already started cultivating their personal brands.
Letting others dictate their image means losing control over their narrative, which can adversely affect their public perception.

The reality is clear: your online brand is as crucial as your athletic statistics.

The Playbook for Getting Started

Here’s the straightforward framework we guide young athletes through at Next Best Action Marketing:

Define Your Brand: Identify who you are outside of sports. What principles and values matter to you?
Create Engaging Content: Share insights into your journey, training sessions, and personal stories. For example, posting weekly training challenges or personal achievements can resonate well with your audience.
Engage with Your Audience: Respond to comments and solicit feedback. Building a community is essential for connection.
Collaborate with Others: Partner with fellow athletes or influencers to expand your reach. For instance, collaborating on a workout video with another athlete can double your audience.
Monitor Your Growth: Track your engagement to fine-tune your strategy. Regularly reviewing metrics helps you understand what resonates with your audience.

Eye-level view of a young athlete training on a field — A young athlete focused on training

Shaping Your Future as an Influencer

The shift from athlete to influencer represents a new pathway for young talent. Embracing their digital presence allows athletes to create a lasting impact that extends beyond their athletic careers. By starting early, these individuals can craft their narrative and establish a brand that resonates with fans and sponsors alike.

In this dynamic environment, remember: your story is powerful. Share it openly, and you may find that exciting new doors open for you on and off the field.