Every individual has their own personal brand. It is important to take charge of your personal brand, in creating a marketable product and narrative around you as an athlete and personality. The way one’s public persona and the way in which one is perceived is vital, especially in the lives of both current and transitioned athletes.
Athlete brand marketing talks about – who are you, what you stand for and what are you known for, with the overarching question of what is it you wish to achieve from your career. A significant part of this is staying true to oneself. Being authentic is essential, with one’s online and digital presence ideally being a genuine representation of who you are in real life – on and off the field. Being different and staying honest is well respected and appreciated by fans, brands, sponsors, and partners. This is important in generating interest, and hype, increasing one’s value, whether it be in terms of resale or remaining relevant during the transition phase of one’s career.
Career transition is something every athlete is bound to experience after retirement, and with this comes the challenge and opportunity to stay relevant. The brand value of athletes plays a crucial role in securing endorsements and sponsorships. Corporations constantly seek out athletes and individuals who align with their company’s identity and desired audience. When a business identifies an athlete with a strong brand value, it can leverage the athlete’s impact and reach to enhance the company’s brand.
For Forwardzone client, Lucas “Rhoo” Radebe, this has been a core focus for him and his personal brand, which has resulted in numerous brand endorsements and partnerships, that in turn continue to be successful and mutually beneficial for both brands involved.
Rhoo stands apart from many former players who find it challenging to sustain their opulent post-football lives.
Recently Lucas collaborating with Enterprise Rent-A-Car SA, as a key influencer of the UEFA Europa League Trophy Showcase in South Africa, alongside John Obi Mikel last week.
Radebe suggests it is crucial to start planning for the future while you’re still active in the game. Big brands don’t just collaborate with anyone. And athletes shouldn’t either. Brands who share similar principles and values are those who should collaborate as such endorsements have the ability to grow your brand as an individual and you have the ability to influence the public perception of corporate brands too. It’s about quality, loyalty, credibility, and authenticity.
He has secured endorsements from major businesses like Adidas, Betway Group, LAYS, The Premier League, Discovery Limited, and others – all of which we have the pleasure of brokering and managing.