Marketing Archives - Athelo Group

Shaping the Future of Ads: The Las Vegas Sphere’s Impact on Marketing

Posted on December 4, 2023December 4, 2023 by Athelo Group

By Josephine Belcher

Athelo Group

Ever since the $2.3B Las Vegas Sphere launched in September 2023, it has rapidly become a marketing and advertising sensation. Known as “The Exosphere,” this architectural phenomenon is the world’s largest spherical structure, reaching 366 feet and 516 feet wide. Illuminated by over a million LED lights, it cast a mesmerizing glow over the Las Vegas skyline, drawing the attention of consumers and visitors. Advertising on the Sphere is a hefty investment with costs ranging from $450K a day to $650K a week. Despite this, the Sphere has hosted innovative brand campaigns and high-profile engagements, heavily impacting social media. The diverse collection of brands that have utilized the Sphere has transformed it into a hub of creativity and a new benchmark in digital advertising.

YouTube was the first to capitalize on this unique opportunity, promoting their NFL Sunday Ticket package by transforming the Sphere into giant football helmets. This highlighted YouTube’s partnership with the NFL in a distinctive way. Following YouTube, the NBA leveraged the Sphere’s capabilities to turn it into a massive basketball, reinforcing its brand in an eye-catching combination of sculptural and graphic advertising.

Microsoft’s Xbox campaign, featuring huge “X” logos circling the structure, mirrored the futuristic spirit of gaming. Sony also promoted its game, using the Sphere to promote Spider-Man 2 for the PlayStation 5. Autodesk and Marvel Studios teamed up to showcase Autodesk’s significant contributions to filmmaking and visual effects. This collaboration resulted in a compelling advertisement highlighting the intersection of technology and creativity in the movie industry.

Major players in the beverage industry have also utilized the Sphere to capture audiences. In their campaign, Coca-Cola’s use of generative AI presented a futuristic vision, promoting their Y3000 Zero Sugar soda. Heineken, aligning with the Formula 1 Grand Prix, transformed the Sphere into a spinning disco ball that turned into ice blocks before collapsing to reveal their new Heineken Silver beer. This created a buzz and expanded brand visibility while fascinating a broad audience of event attendees.

According to Sussex Innovation, the Sphere has an estimated 4.7 million daily impressions and has skyrocketed its social media presence. The follower counts on the Sphere’s Instagram and TikTok saw a dramatic increase in just the first week after the opening, and they continue to rise as more innovative events and brand campaigns are introduced. These impressive statistics highlight the Sphere’s effectiveness in driving significant return on investment (ROI) for brands, achieved through its innovative content delivery and trendsetting capabilities in digital advertising.

The Las Vegas Sphere is at the forefront of a transformative shift in Out-Of-Home (OOH) marketing and advertising, challenging and redefining traditional approaches with cutting-edge technology and scale. Its digital canvas elevates advertisements to new heights of vibrancy and detail, surpassing standard displays. The Sphere’s unique spherical shape opens up endless creative possibilities, allowing brands to envelop the entire structure with their message for a 360-degree experience that blends art and cinematic elements. This innovation sets the stage for future OOH advertising trends. Its success inspires the integration of architectural innovation with digital marketing, potentially leading to the emergence of similar structures globally.

Looking ahead, the future of the Las Vegas Sphere is filled with exciting prospects. It’s even venturing into the world of live sports with plans to host a UFC event in 2024. This indicates a new era for the venue, where its unique blend of advanced technology and innovative design will provide immersive experiences across various events. Whether it’s high-energy sports matches, captivating concerts, or groundbreaking digital advertising, the Sphere is set to reinvigorate Las Vegas entertainment, promising every visitor a blend of sensation and innovation.

Sources:

The Winning Playbook: Securing Success in Sports Influencer Marketing Strategy

Posted on November 26, 2023November 18, 2024 by Athelo Group

By Alexis Hudson

Athelo Group

With the influencer marketing industry expected to top $21B by the end of 2023, we’re seeing more and more athletes get in on the action. In fact, the sports vertical’s presence in the influencer space has grown three times in the past year alone! AG athletes like lacrosse star Alex Aust and CrossFit powerhouse Dani Speegle are actively showing us how it’s done by blending athleticism with an influencer charm that fosters relationships and captures audiences. It’s clear that at the exciting intersection of sports and influencer marketing, nailing long-term success means establishing authenticity, fostering engagement, and connecting consumers with a personal brand. As a result of these efforts, brands and athletes can unlock the full potential of sports influencer marketing strategy.

Authenticity

Authenticity in content creation within the sports landscape is essential to foster compelling storytelling. Athletes-turned-influencers embrace this authenticity by sharing the highs and lows of their journeys, exposing vulnerabilities, and presenting a multifaceted view of their lives that shares their unique identity. Simone Biles is an excellent example of an athlete that has shared her vulnerabilities. Biles has a huge social media platform, with 1.7M followers on Twitter alone. Over the years, she has used her platform to take a stand and enact change. In 2021, she spoke out to stop the governing body of USA Gymnastics from turning a blind eye to sexual assault allegations. Biles’ courage captivated her audience and helped cultivate a lucrative brand partnership with Athleta. Her transparency illustrates the human behind the athlete—a relatable figure navigating challenges, celebrating victories, and embodying resilience.

Another athlete to utilize authenticity is Baron Davis. After a career-ending injury left him wheelchair-bound and in chronic pain, Davis decided to dress up as “Black Santa” for Halloween. Based on the reaction he received from fans, he created The Black Santa Company in 2015. His media empire has dedicated itself to celebrating diversity in storytelling content ever since. Initiatives like Davis’ show how influencer authenticity builds trust and credibility with audiences. When people feel that an influencer is genuine, they are more likely to engage with their content and see them as a reliable source.

Impactful Partnerships

When brands team up with athlete-influencers, they also seek authenticity in their partnerships. By investing in genuine, enduring relationships, brands bank on winning the sustained loyalty of their consumer base. Under Armour, for example, partnered long-term with Steph Curry back in 2013. Curry explained to his fans that “Under Armour bet on me, and I bet on them.” The partnership is rooted in authenticity and impact with an underlying goal to fund community initiatives that boost opportunity, access, and equity for the next generation of athletes. Brands like Under Armour that invest time and resources into nurturing these relationships often reap the rewards of consistent collaborations that evolve over time.

In a similar fashion, Nike partnered with French basketball star, Rudy Gobert. Together, they spearheaded a new basketball court in Paris Levallois-Perret and created a space that offers academic support in disciplines such as writing, music, community outreach, and athletic development. Dedicated investments like these not only ensure a steady stream of engaging content but also build a foundation for long-lasting, meaningful partnership in the ever-changing world of sports influencer marketing.

Diversification

Long-term success in sports influencer marketing also thrives on cross-market diversification. Brands often choose a diversification strategy either to reach niches within their industry or to extend operations into new markets. Red Bull and GoPro employed this strategy in 2016 to diversify partnerships across a spectrum of influencers, each with their own unique reach and audience. Netting audiences in two different verticals, Red Bull and GoPro could impact both the action sports and energy drink space. This strategy not only broadens brand exposure but also taps into various niches within the sports landscape, allowing for a more comprehensive and diverse engagement with audiences.

Measuring Results

After employing an influencer marketing strategy like diversification, it’s critical to measure efficacy. Beyond social media likes and shares, analyzing metrics like engagement rates, audience demographics, sentiment, and conversion offers a comprehensive understanding of campaign impact. These metrics reveal audience response, highlighting what resonates and what doesn’t. By dissecting these data points, brands learn how to better refine future campaigns and how to best select sports influencers.

Ultimately, success in sports influencer marketing is not always a clear-cut playbook. Every athlete has a unique personal brand with an audience to match, but it’s the impact and authenticity of their brand partnerships that truly resonate with audiences. As the sports influencer marketing space continues to expand, we can look forward to the exciting new partnerships and figures that are sure to emerge in 2024.

Sources:

Cable vs Streaming Sports: Which Is Better for Fans in 2024?

Posted on October 20, 2023December 3, 2025 by Athelo Group

By Hunter Eskenazi

Athelo Group

Almost gone are the days of cable TV, a staple in the sports and entertainment community and a time friends and family gather to catch their favorite shows and games. In our tech-savvy world, the invention of digital streaming has given us the luxury of watching whatever we want, whenever we want. As big media companies have seen opportunities over the years to buy media rights to movies and TV shows on-demand, they’re steadily adopting the direct-to-consumer approach to sports. The streaming world has made its mark in the sports industry and given big tech companies the opportunity to channel an untapped market and create unique partnerships. Cable TV is still showing signs of life, as the Super Bowl and March Madness — both provided through linear networks — accounted for over 95% of the most watched programs in 2022. Nevertheless, a new era of sports consumption has enticed millions of consumers to cut the cord, sparking a cable vs. streaming duel in tech and media.

The Big Tech Battle for Exclusivity Rights

The power and market share of big tech companies has certainly kept traditional media organizations up at night. Streaming is slowly becoming the majority TV consumption outlet, as Nielsen data reported broadcast and cable TV falling under 50% of net U.S. TV consumption in July of 2023. On the flip side, streaming services peaked at an all-time high of 38.7% usage. Tech names with newfound streaming services such as Apple TV+, Amazon Prime, YouTubeTV, among others have offered lucrative deals to obtain the media rights of major professional sports leagues. Streaming also offers exclusive highlights, post-game content, and even in-game data for avid sports fans to consume. Cable subscribers are given less variety as they’re left waiting for shows like ESPN’s “First Take” or “SportsCenter with Scott Van Pelt” to broadcast at the top of the hour.

Because some of these tech companies are commercial brands with products to sell as alternative streams of revenue, the investment in streaming and media deals is slowly driving out the bargaining power of cable. Traditional media generates their main source of revenue from ads and promotions on their services. Without sports year-round, it’s hard to turn a profit. Media companies feel the mounting need to keep leagues such as the NBA and NFL around to fill up slots for the year. As the NBA’s contract with Disney and Warner Bros. comes to a close in 2025 which includes ESPN, ABC, and Turner Sports, their media rights will almost certainly be scooped up by one of the big players in the tech industry. The streaming industry expects to see Google, Apple, Amazon, and Comcast make a run for the league, which has expressed desire to obtain a $75B deal.

Alternatively, tech companies know that creating exclusivity among popular sports can drive up sales for streaming service subscriptions. Lionel Messi and his transfer to Inter Miami this past summer is the epitome of this scheme, as Apple TV+ became the official streaming provider of the MLS. Consequently, having arguably the greatest soccer player of all time essentially blocked by a paywall forces consumers to pay top dollar to watch him play. This has not been an issue for The MLS League Pass, Apple’s streaming platform, which saw a 1,690% increase in sign-ups after the announcement of Messi’s transfer. Apple TV+ also debuted Friday Night Baseball in 2022 which was originally free for the first year, but now requires an Apple TV+ subscription. Similarly, Prime Video, the home of NFL’s Thursday Night Football since last season, saw the largest number of Amazon Prime subscriptions in a three-hour period in its entire existence during its inaugural game.

Good for Business, Bad for Fans?

Big tech isn’t the only winner of the streaming revolution. Streaming allows for external businesses to more precisely tailor advertisements and place them in areas that have the most compatible consumers. Using precision targeting, advertisers can deploy their advertising during an appropriate game or show where their preferred audience is watching. Whereas businesses do not have the same level of data from the slots purchased on cable TV, streaming allows for the collection of user habits to tailor where an ad received the most attention. Through their analytics-heavy advertising service, Amazon Ads reports a 44% increase in post-ad brand consideration rather than using demographics data alone.

If there is one blind drawback lost in the transition from cable to streaming, it’s that it’s not going to be cheap. S&P Global reports that U.S. consumers are estimated to spend $25.57B dollars by year’s end, a number that could reach up to $30B by 2025. Though cable itself isn’t cheap in its own right, media exclusivity also means that consumers may have to spend money for multiple streaming services just to watch their favorite sports. Out-of-market fans will soon find themselves spending top dollar in order to tune in. The government’s project on crackdown of illegal streams isn’t good news for those hunting for free entertainment, as the culprits of the piracy, which include the NBA, NFL, and UFC, have estimated a loss of around $28B in additional revenue.

Finding Common Ground

Not all hope is lost for media companies who have taken a hybrid approach to incorporating both streaming and cable. Peacock and Paramount+, owned by NBC and CBS parent companies respectively, have purchased exclusive streaming rights for the NFL and Premier League while maintaining a linear TV presence to reach maximum audiences. Disney and Charter Communications, the parent company of Spectrum TV, recently settled a dispute that shows us how media and tech companies can operate in unison. After resolving a carriage dispute which resulted in the blackout of Disney-owned media, Spectrum TV users have been granted free access to Disney+, ESPN+, and rights to receive ESPN’s standalone streaming service in the near future. This monumental deal suggests that when it comes to cable vs. streaming, the two could possibly coexist. But as cable TV tries to stay afloat, streaming looks to be the new, dynamic reality of how we consume sports which offers opportunities to tune in from anywhere in the world.

Sources:

Coco Gauff: US Open Champion & Social Justice Advocate

Posted on September 22, 2023December 3, 2025 by Athelo Group

By Desta Sahle

Athelo Group

Earlier this month, Coco Gauff hit one final backhand at the U.S. Open and fell to the ground in a flurry of emotions. Fans in N.Y.C.’s historic Arthur Ashe stadium and all around the world rejoiced. Coco had just made pro tennis history by winning her first career Grand Slam. This incredible accomplishment marks the first American teen victory at the championship since Serena Williams almost 25 years ago. Even more impressive than Coco’s win, however, is the inspiring story of how she got here and the sky-high trajectory of where she’s going.

Coco Gauff’s Breakthrough: From Teen Prodigy to U.S. Open Champion

Coco first embarked on her 2023 U.S. Open journey with a thrilling comeback victory over German qualifier Laura Siegemund, overturning a set deficit to progress to round two. Coco didn’t just win the match– she also won over thousands of fans through a viral TikTok clip captured on the court. Siegemund’s attempts to slow down the game and gain an unfair advantage led to a heated exchange between Coco and the line judge. Frustrated by the judge’s refusal to intervene, Coco told her: “I don’t care what [Siegmund] is doing on her serve, but my serve, she has to be ready.” The crowd roared in support and viewers at home grew mesmerized by the 19-year-old’s ability to both advocate for herself and maintain composure.

In the following round, Coco faced a challenging matchup against 16-year-old Mirra Andreeva, ultimately winning 6-3, 6-2. Moving forward, she encountered Elise Mertens, a match that proved to be a seesaw of breakpoints and tenacity. Coco, however, managed to rally and secure a 3-6, 6-3, 6-0 victory, bringing her into the last 16. Her next matchup against Caroline Wozniacki required similar resilience: Coco lost four consecutive games in the fourth match. Undeterred, Coco made an incredible comeback and won 6-3, 3-6, 6-1.

Coco had made it to the U.S. Open quarterfinals for the second consecutive year, where she would win in just 68 minutes against Jelena Ostapenko. This memorable game resulted in Coco’s debut Grand Slam semifinal appearance, where she entered a face-off against Karolina Muchova. In this dramatic match, Coco had to wrestle more than her opponent with an unexpected pause in the game due to climate change protests. Nevertheless, she maintained her composure and left the match with a 6-4, 7-5 victory. This triumph paved the way for her final clash against Aryna Sabalenka from Belarus. Despite starting on the back foot with a 2-6 loss in the first set, Coco displayed immense grit, fighting back to secure the title with a final score of 2-6, 6-3, 6-2. This marked Coco Coco’s first-ever Grand Slam title.

Beyond the Court: Coco Gauff’s Role as a Voice for Change

Coco’s athletic career has been an impressive one from the start. Her trajectory has consistently soared from her stunning victory over Venus Williams as a 15-year-old to clinching her first Grand Slam title this month. Coco’s incredible journey was enriched by the background that shaped her. While her athletic accolades are undeniably impressive, the story of her holistic development, which she attributes to her family, stands out even more.

Corey Gauff, Coco’s father, had a background in collegiate basketball and introduced Coco to a diverse set of sports during her formative years. When tennis became the sport she stuck with, Corey became her coach, honing her tennis skills from a young age. He instilled in her the importance of self-belief, lessons Coco attributes to her significant victories, including defeating Venus Williams in 2019. Beyond tennis, Coco’s mother, Candi, managed Coco’s education and provided emotional support, ensuring a well-rounded development both on and off the court. Candi drew her insightful perspective from her family’s legacy. Candi’s father, Eddie “Red” Odom, significantly contributed to racial equality in sports by founding a Little League that created opportunities for Black children to participate in baseball. Candi’s mother, Yvonne, was the first Black student to integrate her high school. Through such role models, Candi imparted social responsibility and advocacy values, which she instilled in Coco at a young age.

Given these values, it’s no wonder Serena Williams is such a monumental idol for Coco – not just for her unparalleled achievements in tennis but for how she has revolutionized a predominantly white sport. To Coco, Serena’s presence in tennis provided representation, allowing her to see herself in the sport’s pinnacle. Growing up, Coco didn’t feel out of place in tennis because the world’s top player mirrored her identity. Beyond her accomplishments on the court, Serena’s interactions deeply influenced Coco. Serena’s refusal to settle for less in both business and sports, especially as a black woman in a challenging world, has always inspired Coco.

The Brand, Sponsorship & Athlete Partnership Impact

Coco has followed Serena’s lead in creating long-lasting, meaningful relationships in the sports sponsorship space. Through the lens of sports management, the strategic partnership between Coco and New Balance epitomizes the potential of athlete-brand synergy, similar to Serena’s partnership with Nike. When New Balance printed their first “Call Me Coco” t-shirt in response to one of Coco’s press conference quotes, it was already a marketing genius. After her U.S. Open triumph, New Balance seamlessly transitioned the slogan to “Call Me ~~Coco~~ Champion” and made the shirt immediately available for purchase. This instantaneous merchandising move is a testament to the foresight, authenticity, and strength of their partnership. Drawing parallels, Serena Williams has been an equally transformative figure in sports marketing. Her long-standing relationship with Nike led to a recent tribute ad encapsulating her legacy, portraying the depth of their partnership. Both Coco and Serena maintain profoundly authentic relationships with their sponsors. While New Balance placed faith in Coco as early as 2018 when she was just 14, Nike forged a bond with Serena in 2003. These alliances demonstrate the commitment and foresight of brands in paving the way for black women in sports marketing.

Following her monumental U.S. Open victory, Coco is adamant about showing that athletes can be impactful advocates for societal change. Like Serena, Coco recognizes her unique position as a black female athlete with the power to make influential changes within and beyond tennis. With her newfound global recognition, Coco is passionate about leveraging her platform to inspire the future of black female athletes, standing firm in her values, creating conversations around critical social justice issues, and developing meaningful relationships with her supporters and brands. After her exciting U.S. Open win, it’s no surprise fans around the world have high hopes for Coco Gauff as an enduring figure in women’s tennis.

Sources:

What NCAA Conference Realignment Means for Student Athletes

Posted on September 15, 2023September 15, 2023 by Athelo Group

By Steven Maffiore

Athelo Group

Ever since major shifts in 2021, college football conference realignment has triggered a domino effect. The landscape of college football as we know it continues to transform as conferences look to boost profits, expand media rights deals, and diversify match-ups. Fans shouldn’t be so surprised, as the seismic shift in the NCAA has been in motion for the past decade. The last two years have drastically altered college football’s future as Texas and Oklahoma are set to join the SEC; USC, UCLA, Oregon and Washington will be joining the Big 10; Colorado, Arizona, Arizona State and Utah are the newest members of the Big 12, and Cal, Stanford and SMU are joining the Atlantic Coast Conference. With the rise of name, image, and likeness, college athletes are taking advantage of the realignment to help benefit their own personal brands, but new challenges may be on the horizon.

By 2024, the Big 10 will consist of eighteen teams. The Big 12 will have sixteen teams, and the ACC will make its expansion into the west coast. Meanwhile, the Pac-12 could face dissolution: the conference has dwindled down to two teams as colleges begin to favor coast-to-coast competition over regional rivalries. Many are wondering what impact this has on college athletes and their respective conferences.

Conferences stand the most to gain here, as the driving force behind college football realignment is sheer revenue. Media rights are quickly growing in value and realignment sweetens the deal. In 2020, the SEC signed a $3B television deal with Disney, and the Big Ten followed up by signing a $7B deal with Fox, NBC, and CBS just last summer. According to U.S.A. Today, the Power 5 conferences combined raked in over $3.3B of total revenue in 2022. Colleges received their fair share as well, with the Big Ten distributing close to $60M per school. The SEC came in close second, giving nearly $50M per school.

The realignment has benefits that reach beyond just the schools. Passed in 2021, the NIL rule change has allowed college athletes to monetize their name, image and likeness through endorsement deals and sponsorships. In the first year of the ruling, NIL netted an estimated $917M for student athletes. Players in dominant conferences like former University of Alabama quarterback Bryce Young had NIL valuations easily exceeding $2M. The potential earnings involved for the players have changed the way schools recruit as well as how the transfer portal may look going forward. Just as schools are joining conferences to help generate new revenue, athletes are looking for schools that will give their personal brand the most recognition. Thanks to expansive media rights deals, players in major conferences and universities can receive attention and exposure, ultimately leading to larger brand deals.

In fact, athletes in recent years have deferred from entering the draft as they can make more money from collegiate NIL than signing a rookie deal. Players who leave school early for financial reasons now have the opportunity to remain in school, improve on their draft stock, and bring in a lucrative income. Talented Michigan running back Blake Corum chose to return to school for his senior year rather than go pro, and he now possesses an NIL evaluation of over $1.2M. Notre Dame transfer quarterback Sam Hartman, who was projected to be a late-round pick in last year’s NFL draft, boasts an NIL evaluation of $1.1M after signing a deal with Beats by Dre.

As great of an impact NCAA conference realignment has on athletes and their personal brands, it does raise some concerns. Many worry how student athletes will be able to juggle the explosive NIL business with their mental health, training, and coursework. Considering NIL success largely relies on an influencer marketing business model, psychologists fear social media stressors could exacerbate an athlete’s mental health. Athletes in dominant conferences may become hyper-focused on social media performance as they look to hit it big financially. In reality, only a select few will hit the jackpot, and others may suffer from the stress of social media.

Other issues of realignment and its impact on NIL include fairness and equity for those who do not play in large-scale sports such as basketball and football. With the majority of the realignment discussion focusing on football, other sports such as swimming, diving, volleyball and soccer won’t see the same benefits. While football players may receive greater exposure, the same cannot be said for more niche college sports. The students’ potential NIL earnings lessen as a result.

In addition, student-athletes will be required to travel much longer distances. When an athlete commits to a university, they understand both the academic standards and travel requirements that come with their commitment. But now, new ACC members like student athletes from Stanford will find themselves traveling cross-country for away games. Depending on the sport, the percentage of these athletes going on to play at the professional level is less than 10%. This means that for the majority of college athletes looking to build a future career, classroom performance trumps on-field performance. The stress of constant long distance travel may divert and disorient these efforts.

No matter how divisive NCAA conference realignment seems, only time will tell if the benefits outweigh the drawbacks. Student athletes in dominant conferences will take advantage of the greater media exposure to boost their personal brands. Colleges will benefit from the profits in growing media value. Die-hard fans will eventually come to terms with the new match-ups and rivalries. And of course, the future is still unfolding. In the coming years, we are likely to see even more changes to the NCAA conferences fans know and love.

Sources:

Amazon’s Play in the NFL: Reshaping the 2023 Season Experience

Posted on September 8, 2023September 8, 2023 by Athelo Group

By Josephine Belcher

Athelo Group

Move over ESPN and ABC– there’s a new media giant revolutionizing the sports broadcasting arena! In 2022, Amazon Prime Video began an 11-year media rights deal with the NFL speculated to be worth over $100B. They hit the ground running with interactive NFL content coverage that earned them a Sports Emmy Award. This season, they’re promising game-changing innovations that will transform the way we watch football. Expect various new features from Amazon in the 2023 season, including personalized and engaging advertisements, cutting-edge AI, a special Black Friday game, and much more!

Amazon saw incredible success in year one of the deal, and they’re keen to build on it. They’ve already made strides in expanding audiences, boasting the most-streamed NFL game ever during last September’s Los Angeles Chargers and Kansas City Chiefs match-up. Media Play News reported that during Amazon’s 2022 debut, Thursday Night Football had the youngest median age of any NFL broadcast package since 2013. Additionally, Amazon saw a significant increase in viewership among 18 to 34-year-olds compared to the previous season. As a result, many of the new features are designed to cater to a younger audience.

What’s in store for the 2023 season? Amazon is presenting advertisers with a unique opportunity to target specific audience groups using data analytics. By leveraging geographic, demographic, and behavioral insights, ads will be specifically displayed to the most relevant viewers. This initiative serves to increase ad engagement for brands and enhance the ad experience for viewers. In addition, players featured in the ads will enjoy the benefits of increased exposure for their personal brand.

Interactive advertisements are another factor of Amazon’s strive to reach its audience. Fans watching on Fire TV will have the chance to interact with the ads using their remote. These interactive advertisements give viewers the option to select either an “Add to Cart” or “Receive Email” button using their remote control. This action will trigger a push notification or an email, which contains direct links to the product and Store pages for brands that offer items on the Amazon Store. Through this approach, brands partnering with Amazon can expect more active and immersive engagement from consumers.

Beyond ads, Amazon is harnessing the power of AI to enhance and transform the game viewership experience. Amazon introduced on-screen graphics powered by artificial intelligence back in 2022. They’re taking it a step further this year with a highly advanced blue line feature. The line will show how close the offense must reach the first down marker before the computer recommends going for a fourth down conversion rather than punting. Amazon’s new cutting-edge technology, which has been trained on 35,000 different plays, makes this possible. Other capabilities include analyzing all players’ XY coordinate data, their relationship to each other, as well as their acceleration and directional movement to predict different measures.

In another move to expand audiences, Amazon plans to air a Black Friday game between Miami and the New York Jets that will be accessible to everyone for free. Amazon hopes to hook new viewers into the NFL action and give sponsors like Little Caesars and Audible the opportunity to advertise more effectively. The game will also cater to Black Friday deals from various sponsors hoping to net a wide reach.

Amazon’s innovative approach sets a benchmark for others to follow. Not only does it aim to enhance the viewer experience, but it also provides benefits to players and sponsors. Players can improve their brand image by utilizing interactive ads, partnering with broadcasts, expanding their social media presence, and more. Meanwhile, sponsors can achieve a higher ROI by devising more targeted advertising strategies, leveraging fan insights, and developing innovative ways to engage with audiences through their advertisements. As we approach the 2023 season, football fans can expect an unparalleled and engaging viewing experience.

Sources:

Social Media Content Strategy for Athletes

Posted on May 19, 2023November 18, 2024 by Athelo Group

By Sophia Nadler

Athelo Group

In the world of athlete partnerships, having a large social media following is more important than ever. But simply building a following is not enough – athletes should also consistently curate a mix of content that showcases their personality, athleticism, and personal life to keep their followers engaged. From travel-themed TikToks to creative editing, let’s explore some fresh ideas to bolster your social media content strategy and keep audiences from clicking “unfollow.”

Training

Audiences follow people like Naomi Osaka and Cristiano Ronaldo to feel inspired by what it takes to compete at the highest level. And social media is the most accessible way to make this possible! To give followers this sought-after insight, athletes can provide an inside peek into their training regimen. Creative editing techniques such as time-lapse or slow-motion effects, split-screen editing, and overlaying viral sounds and music can make training videos more interesting and entertaining. It’s not as difficult as it seems, either. There are plenty of intuitive editing apps on the market that are smartphone accessible. Consider CapCut: it’s an all-in-one video editor that allows creators to split clips, add transitions, music, and visual effects all with the swipe of a finger.

Additionally, athletes can inject their personality into their training content by voicing over their training sessions in an authentic tone that aligns with their personal brand. Whitney Simmons, for example, is a health vlogger and GymShark athlete who infuses humor and authenticity into her gym videos. By posting mic’d-up footage on YouTube and repackaging clips on Instagram Reels and TikTok, she shows her followers the fun side of weight training. With silly accents and infectious laughter, Simmons brings a sense of approachability and joy to an otherwise serious activity. This approach can be adapted by other athletes as well, who can use their own voice and personal brand to add an authentic and engaging touch to their training content.

Style

As athleisure grows in popularity, audiences look to the pros for inspiration. Posting content that showcases style on and off the field is one more way athletes can keep followers tuned in. “Outfit of the Day (OOTD)” content has sustained as a social media staple, and creators are constantly finding new ways to utilize the trend. To mix up a stand-alone OOTD post, athletes can try incorporating a collection of Instagram carousel photos that follow a week of outfits, enlisting colorful and unique backgrounds to contrast their mirror selfies. Short-form Instagram Reels or TikToks work for style content too, especially when paired with a “Get Ready With Me” theme. For longer-form video platforms like YouTube, followers engage well with closet tours and highlights of a sneaker or jersey collection.

NBA players provide a great example of merging style with athletics through social media content. Oklahoma Thunder player, Shai Gilgeous-Alexander, does it so well that he won GQ’s Most Stylish Man of the Year and is a Converse partner! Taking advantage of the NBA’s culture of dressing in “business attire” when arriving or departing from games, Shai repurposes media coverage of his outfits on his Instagram page. He turns a normal walk into the locker room into an editorial-like fashion shoot that his followers love. Whether he’s sporting Chrome Hearts or Prada, fans eagerly await what look and designer he’ll post next.

Travel

Athletes also have the rare advantage of traveling worldwide for games and training, allowing them to showcase travel content to diversify their feeds. Some possible ideas for TikTok and Instagram Reels content include a “Pack With Me” video highlighting personal travel essentials pre-trip, travel “storytimes” recapping moments after the trip, and VLOGs throughout. Longer videos are popular too, especially when they capture restaurants, sights, museums, and nightlife for followers to live vicariously through!

One emerging #TravelTok trend particular to D1 college athletes is “Day in the Life: Travel Edition” content. University of Texas track and field star, Sam Hurley, has amassed 3.6M TikTok followers and leads the charge in college athlete content creation. He recently posted a “Meet Week Travel Day” TikTok that garnered nearly 100K likes. Hurley’s VLOG followed him from his ChikFila breakfast to track practice, on and off the team plane, and to his hotel. He added text overlays of time to pace the video and mimic the natural progression of his day. Within the video, Hurley gave fans peeks of his hotel room, meals throughout the day, and commentary on the relationships he shares with his teammates. Through these videos, followers get a behind-the-scenes look into athlete travel.

Niche Interests

Athletes are more than just the sports they play. Whether it’s reading, cooking, or philanthropy, they have a wide variety of interests to leverage through social media content. Doing so adds variety to their feed, nets a wider audience, and expands their reach beyond their sport.

For instance, as an avid reader, CrossFit pro Dani Speegle uses Instagram Stories to highlight the book she’s currently reading. A simple snap of the book’s cover elicits conversations among her fanbase and leads to engagement beyond the fitness community. Zana Muno and Winter Vinecki use stand-alone Instagram posts to highlight their love of gardening. By sharing their unique interests, they diversify their content without relying solely on training and competition highlight reels.

When athletes share their niche interests on social media, they not only engage and entertain their audiences, they catch the attention of relevant brands. NBA player Karl-Anthony Towns, for example, has always shared his interest in video games on Instagram and Twitter– even hopping on Twitch streams to engage with fans. As a result, Towns has gained partnerships with brands like Gaming Community Network and gaming tech company, ROG Global. Brands like these see that the athlete’s personal interest and social media following is already established, making the partnership both a lucrative and authentic one.

As athletes use social media content creation to keep followers engaged, it’s critical to remember that timing is key. Trends come and go, and it’s important to stay up-to-date. When applying the key concepts discussed, creators can remain on top of social media using these resources:

Later Blog– Posts weekly updates on Instagram and TikTok’s trending sounds, edits, and themes

TikTok– TikTok’s own profile highlights weekly trends and tips for going viral

Slaying Social– Shares updated trends specific to TikTok, Instagram, Twitter, and Facebook

Above all, athletes should have fun with their social media posts! There’s joy in creating content that lets followers in on their personality, training, and passions outside of sport. Followers see the genuine excitement and become life-long, engaged fans.

Authenticity

Impactful Partnerships

Diversification

Measuring Results

The Big Tech Battle for Exclusivity Rights

Good for Business, Bad for Fans?

Finding Common Ground

Coco Gauff’s Breakthrough: From Teen Prodigy to U.S. Open Champion

Beyond the Court: Coco Gauff’s Role as a Voice for Change

The Brand, Sponsorship & Athlete Partnership Impact

Training

Style

Travel

Niche Interests

Become a Sponsor.