Relationships between athletes and brands are becoming more meaningful, more integrated and more measurable, in many cases moving far beyond the traditional and straightforward product endorsement.
Lucrative personal endorsement contracts covering sectors such as sportswear, beverages, automobiles, financial services, technology, electronics companies and fashion have become a significant revenue stream for the world’s top athletes. Deals range from long-term, fully integrated partnerships to shorter-term, more tactical arrangements around a particular event or achievement.
Four of the world’s top 10 highest-paid athletes, according to Forbes, (Roger Federer, LeBron James, Stephen Curry and Kevin Durant) have higher endorsement income than salary or winnings from their sport. They are all also over 30 years old.
This whitepaper, the latest put together by Nielsen Sports and Leaders, has focused on a younger generation of athletes and the commercial potential of a group competing in a variety of sports around the world, all of whom are under 25.