Noah Lyles, the winner of the 100 meters at the Paris Olympics, wasted no time in expressing his desire for his own shoe and trainer. Lyles emphasized the importance of sneakers over spikes for athletes in terms of financial opportunities.
Athletes participating in the Olympics not only aim for gold medals but also hope to capitalize on the global stage to gain recognition and extend their fame. For instance, lesser-known athletes like Stephen Nedoroscik, who helped the U.S. men secure their first team competition medal in 16 years, may attract sponsorships like eyeglass maker Warby Parker.
American runner Kendall Ellis, after a memorable incident at the U.S. track trials, landed a sponsorship deal with toilet paper brand Charmin, which she found to be a perfect fit. French pole vaulter Anthony Ammirati also received offers, albeit from unconventional sources such as a porn company, following a mishap during the Olympics.
American rugby player Ilona Maher’s popularity has surged, with nearly 5.5 million followers on social media and various sponsorship offers, particularly focused on body positivity, women empowerment, and rugby promotion. Maher’s agent, Rheann Engelke, stresses the importance of strategic partnerships to align with Maher’s values.
T. Bettina Cornwell from the University of Oregon highlights the significance of storytelling and relatability for athletes to resonate with their audience and secure lasting partnerships. John Baick, a history professor, emphasizes the impact of a person’s unique character and appearance in today’s meme-driven culture on their popularity.
The rapidly changing digital landscape and unpredictable audience preferences underscore the importance of authenticity and strategic branding for athletes seeking to capitalize on their Olympic success and extend their influence beyond the sporting realm.
