Beyond an Endorsement Check: What Businesses Can Learn from Athletes about Influence

Recently, musician Travis Scott announced partnerships with McDonald’s and Anheuser-Busch, igniting a greater conversation about celebrities becoming more than influencers in the way they franchise their personal brands. The media equated this move to symbolic branding machines like Michael Jordan, and while Scott’s partnerships were methodical in their approach, do transactional influencers – who offer their “face” to brands – really carry influence?  

In a different era, those in the sponsorship business called partnerships between athletes and brands “endorsements.” Athletes pitched a consumer product for a fee, with the hope of building influence on both sides. But today’s landscape is far different – it’s about more than writing checks.

Brands rely on the sustainability and scalability of their marketing efforts, and while million-dollar Instagram deals are still made all the time, influencers have reached a tipping point. Brands are reconsidering how they align with external voices, and there is a greater need to emphasize how you ‘own’ what you’re pitching—both metaphorically and literally. For example, Kim Kardashian-West used her influence to establish her own beauty and shapewear brands, and George Clooney exerted his influence to build and sell Casamigos tequila, a brand he created rooted out of his passion for the liquor. 

While both of these celebrities established businesses based on their passions, they ultimately used their influence to drive commerce and sales. This method of entrepreneurism illustrates that success is dependent on authenticity and that it is no longer acceptable just to be the “face” of a brand. Maximum brand alignment – once attained – pushes the individual to take a more holistic approach to endorsement, which more directly drives commerce.

Looking at one specific group, athletes have been leading the holistic and influential approach to marketing, while also wielding their influence in favor of also building a better world. Whether it be Stephen Curry’s advocacy for Black Lives Matter or LeBron James’s forming of a voting rights group, athletes have gradually leveraged their likeness to become activists and generational leaders, wielding their influence to build a better world.

Great examples of athletes who have built upon their on-field success and translated it into off-field ventures and impact are Peyton, Eli and Archie Manning. After amassing over half a billion dollars during their football careers and building a committed fan base, the Manning family members remain perennial commercial fixtures in retirement. They recently partnered with BBQGuys, a Brand Velocity Partners entity, as not only ambassadors but also strategic investors to help shape the direction of the company and brand. It’s another illustration of how they have approached many of their partnerships as family endeavors and long-term associations, rather than opportunistic one-offs. The Mannings also have connected many of their partners with causes that are important to them, including children’s hospitals in Indianapolis, Mississippi and New Jersey, creating deeper intertwining ties and strengthening the overall relationship.

The familial approach to branding is also illustrated by the Williams sisters, who we know as two of the greatest tennis players in the world. The sisters have launched several businesses that ring true to their successful athletic careers and their bold fashion sense. Serena has worked to uplift marginalized voices through her venture capital firm and created a size-inclusive fashion line. Venus has launched activewear brand Eleven by Venus, plant-based protein shake brand Happy Viking and interior design firm V Starr Design. The brands resonate with fans who have watched the sisters win title after title.

In order to see a real payoff, brands need to push for real influence, not just transactional influencer relationships like endorsement deals. As the athletes discussed here have demonstrated, the relationship between influencers and brands is determined by something infinitely stronger than numbers of social media followers and comments. Inauthentic branding relationships that rely on creating moments, rather than aligning passions with value, cannot sustain themselves over time. As Jordan aligned with partners like Gatorade and Nike, smart athletes have cultivated a presence by placing the emphasis on their identities, interests and values, rather than branding and marketing tactics, which consumers might see through. Businesses need to learn from the athletes, recognize this distinction and partner with influencers who truly align with their values, not just the ones with the largest fan bases.