Athletes: The True MVPs of Influence
The word 'influence' originates from the Latin word influere, meaning 'to flow into.' Historically, it referred to the astrological belief that celestial bodies could affect human behaviour and events. Today, the concept of influence has evolved, but its core idea remains the same - having the power to shape perspectives and create genuine and impactful connections. Brands have tapped into this power, using influencers to reach target markets in more authentic and relatable ways. Whether through social media endorsements, collaborations, or content creation, influencers have become pivotal in shaping consumer trends and driving brand loyalty. When it comes to influence, I believe the true champions have always been sports figures. Let me tell you why!
The Firepower of Sports Stars
I was born in the early '90s, a time when the term 'influencers' wasn’t commonly used. However, we experienced the influence of movie stars and how their glamour affected purchasing decisions and altered audience behaviour. Athletes, however, wield an entirely different kind of influence. Before I explain why athletes, whether global or local, are the true champions of influencers, let me share two examples on both larger and smaller scales.
Example 1: I was fortunate enough to witness the magic of the 2002 World Cup, where a dazzling line up of football legends managed to set the world on fire and build massive fan bases with their insane talent and unique personas, despite social media not being a thing back then.
One standout was Ronaldo, who returned from a severe injury that had side lined him for nearly two years. Critics questioned his selection for the Brazil national team, wondering if he was ready.
Ronaldo decided to silence the doubters by coming back in style - literally! He chose to have a bizarre haircut to shift media’s focus from his recent injury. This distinctive haircut not only became a new global trend among avid football fans but also complemented his outstanding performances, ultimately leading Brazil to their fifth World Cup victory and solidifying his legendary status.
Example 2: In the modest villages of Egypt, every Ramadan sees football tournaments between local teams. These villages are filled with talented amateur players who are considered as local heroes. The fiercely contested competitions draw passionate fans around every court, spotlighting hidden talents. These unsung heroes could be the first source of inspiration for any football stars coming out of these villages without even knowing it.
What Makes Athletes Stand Out
Now, let’s break down why sports stars dominate the influencer game more than anyone including movie stars. Their influence rests on the following five key pillars:
1. Relatability: Maradona’s rise from humble beginnings to football greatness symbolises resilience and determination. Athletes like Maradona represent dedication, hard work, and perseverance - qualities that resonate deeply with audiences. Their stories of overcoming obstacles make them more approachable and genuine compared to the often-distant glamour of movie stars.
2. Emotional Connection: The highs and lows of sports forge a deep bond between athletes and fans. Muhammad Ali exemplified this connection. Known for his relentless fight for equality, peace, and justice, Ali was welcomed back as a hero in the 'Rumble in the Jungle' in Zaire in 1974. After being side lined, he defeated George Foreman to reclaim the heavyweight title. This emotional rollercoaster - Ali’s return, the anticipation, and his victory - strengthened his influence and loyal following.
3. Authenticity: Authenticity is the heart of effective influencer marketing, and athletes naturally embrace it. Their endorsements often align seamlessly with their personal brand and lifestyle, making their promotions feel genuine. When Serena Williams endorses a fitness brand, it resonates because it mirrors her identity as a world-class athlete, adding an extra layer of credibility.
4. Diverse Audience Reach: Sports speak a universal language, transcending cultural and geographical boundaries and creating a diverse fan base. This extensive reach makes them ideal for brands aiming to connect with a global audience. The immense popularity of athletes like Cristiano Ronaldo and Messi, who have more Instagram followers than Beyoncé, Taylor Swift, and Kevin Hart, showcases the far-reaching influence of sports stars.
5. Consistent Visibility and Engagement: Athletes maintain consistent visibility through regular competitions, matches, and media appearances. This ongoing presence keeps them in the public eye and builds a strong connection with their audience. Unlike movie stars, whose projects may come and go, athletes offer a steady stream of content - training routines, game highlights, or personal moments - creating a continuous engagement cycle.
6. Brand Building: Many athletes are more than just endorsers - they’re also entrepreneurs and investors. Look at how Cristiano Ronaldo and LeBron James have transformed their fame into powerful, lucrative brands. This entrepreneurial spirit not only showcases their business acumen but also expands their influence beyond their sports fandom, reaching new audiences and markets.
These factors make sports stars stand out in the influencer realm, making them the top choice for brands seeking impactful connections on a larger scale. However, negative behaviour or scandals can significantly impact athletes' influence and tarnish their public image, resulting in lost endorsements and fan support. This duality underscores the high stakes for sports stars, highlighting the need to maintain both physical performance and personal integrity to sustain their influence and legacy.
Based on all the above points, I believe sports stars are the true champions of the influencers.
