Branding Wins: Why Athletes’ Off-Field Influence Matters More Than Ever

Written By Colleen Tomlinson

In today’s sports landscape, an athlete's personal brand can be just as valuable as their on-field performance. With the rise of social media and digital platforms, athletes have the opportunity to build strong personal brands that resonate with fans and attract lucrative endorsement deals.

The Rise of Athlete Branding

Athletes like Ilona Maher, Caitlin Clark, Lionel Messi, and Lamine Yamal have leveraged their platforms to extend influence beyond their athletic achievements.

Ilona Maher
Ilona Maher, a U.S. rugby star, combines athletic prowess with powerful social media influence. With 5.2 million Instagram followers and 3.6 million on TikTok, Maher’s visibility has propelled women’s rugby into mainstream awareness. She has secured deals with brands including Secret, L’Oréal, and New Era, and co-founded a skincare line, Medalist. Her influence also extends to TV appearances and Sports Illustrated modelling (The Times, 2023; SI, 2023).

Caitlin Clark
Caitlin Clark, a star in women’s basketball, has amassed over 2.29 million followers across social platforms. She has secured brand deals with Nike, Gatorade, Xfinity, State Farm, and Buick. Clark’s social media presence has boosted WNBA video views by 380%, demonstrating the impact of athlete branding on fan engagement (Captiv8, 2024; Azee Branding, 2024).

Lionel Messi
Lionel Messi, one of the most recognisable male athletes globally, has leveraged his personal brand with deals from Adidas, Gatorade, Pepsi, and Budweiser. Messi’s 136 registered trademarks in clothing, footwear, and software further extend his influence beyond soccer (Business Insider, 2021; Mike Legal, 2021).

Lamine Yamal
Lamine Yamal, an 18-year-old Barcelona and Spanish national team footballer, has quickly built a strong personal brand. In addition to his impressive on-field performance, Yamal has endorsement deals with Adidas, Beats by Dre, Oppo, and Konami. His Adidas partnerships include the 'X Crazyfast' line and 'Spark Gen10s' signature line, following in Messi’s footsteps. Yamal’s team carefully manages sponsorships to ensure alignment with globally recognised companies, positioning him as a transcendent figure in sports marketing (Front Office Sports, 2025; Mundo Deportivo, 2025; Adidas News, 2025).

The Power of Personal Branding

Building a personal brand allows athletes to:

  • Increase Visibility: A strong personal brand helps athletes stand out in a crowded market, attracting more media attention and fan engagement.

  • Monetise Their Image: Athletes with well-defined brands are more likely to secure lucrative endorsement deals and sponsorships.

  • Connect with Fans: Sharing personal stories and values helps athletes build authentic connections with their audience, fostering loyalty and support.

  • Diversify Income Streams: Beyond endorsements, athletes can explore opportunities in fashion, media, and entrepreneurship, creating additional revenue streams.

The Role of Clubs and Organisations

Clubs and organisations play a crucial role in supporting athletes' personal branding efforts. Providing platforms for athletes to showcase their personalities and values can enhance their visibility and appeal to fans and sponsors alike.

How AXIS Sports Consulting Can Help

AXIS Sports Consulting specialises in helping athletes develop and enhance their personal brands:

  • Brand Strategy Development: Define athlete brand identity, values, and unique selling points.

  • Content Strategy: Develop and execute a clear, cohesive content plan that resonates with audiences across platforms.

  • Social Media Strategy: Build and maintain a strategic online presence to increase visibility, engagement, and fan loyalty.

  • Endorsement & Sponsorship Opportunities: Connect athletes with brands aligned with their personal brand for mutually beneficial partnerships.

With AXIS, athletes can leverage personal branding to unlock new opportunities and achieve long-term success.

Conclusion

In the modern sports industry, an athlete's personal brand is a powerful asset that can enhance their career and open doors to new opportunities. Strategic brand building allows athletes to succeed both on and off the field, turning social influence into tangible value.

Resources

  • Captiv8. (2024). The Caitlin Clark Effect: Redefining Athlete Influence and the Power of Influencer Marketing.

  • First Five Marketing. (2023). Foundations of Athlete Branding.

  • Business Insider. (2021). Lionel Messi Endorsement Deals That Make Him Soccer's Richest Athlete.

  • Mike Legal. (2021). Messi's IP Portfolio, Endorsements, and Net Income.

  • The Times. (2023). Ilona Maher: Rugby World Cup and Social Media Star.

  • SI. (2023). Ilona Maher: A Rising Star in Rugby and Social Media Influencer.

  • Front Office Sports. (2025). Lamine Yamal Creates Dilemma for Unstable Barcelona.

  • Mundo Deportivo. (2025). Lamine Yamal: More Than Just Football.

  • Adidas News. (2025). Adidas Confirms Long-Term Partnership with Lamine Yamal.

  • ScorePlay. (2023). The Value of an Athlete’s Brand

Colleen Tomlinson
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