THE ROLE OF ATHLETES AS CONTENT CREATORS
"The fewer barriers there are between athletes and fans, the more commercial opportunities that will materialize. The value in having fans relate to their favorite players is immeasurable." - Brian Finkel, Deloitte Sports Research
The days of sports fans needing reporters to get news about their favorite players are pretty much over. Over the past several years, athletes are increasingly becoming content creators in their own right-whether it be through social media outlets, production companies, or long-form stories on websites like The Players' Tribune.
When Derek Jeter announced the launch of The Players' Tribune in 2014, his primary goal was to "build a place where athletes have the tools they need to share what they really think and feel;' Over the past year, that sharing included players breaking news regarding free-agency signings, announcing their retirements, and discussing sensitive subjects such as mental health and other personal topics.
The content creation isn't just limited to news -it extends to media including film and television production. Basketball icons LeBron James and Kevin Durant each have their own media company. LeBron's SpringHill Entertainment produced a documentary film titled Student Athlete for HBO and a game show called The Wall for NBC. Durant's Thirty Five Ventures struck a deal with Apple to stream a show inspired by his own life as a top hoops prospect in Washington, D.C. titled, Swagger.
The trend of athletes as their own content creators and developers has been driven by the convergence of multiple macro trends. For starters, the ever present growth of technology has opened new and more intimate avenues and platforms for players to engage and build deeper relationships with fans and the media. What's more complex are the cultural expectations of an increasingly progressive fanbase that expects (and at times demands) its sport heroes to have an opinion and encourage athletes to speak out on social issues. Also, the willingness of brands to endorse controversy only enlarges the platforms on which the athletes can present that message. The combination of these trends give athletes a powerful voice that is permeating in industries and worlds beyond sports.
While the athlete's role as a content creator started as a minor complement to traditional media, this trend will inevitably become even more impactful and relevant in the coming years. The platforms athletes are tapping into will enable further expansion, growth opportunities and value of personal brands. This in turn will open the door for the next generation of athletes, including those in college, to build their personal brands before they become staples in the industry.
