PURE PERFORMANCE | ATHLETE DEVELOPMENT
WHO HAS MORE
INFLUENCE
THAN THE
INFLUENCER?
BY PHIL STONEMAN
Social media influencers
vs athlete endorsement
I recently sent out a monthly newsletter to our M5 SportsPath members
about the rise of the 'influencer'. The purpose was to educate our emerging
sporting talent on the role influencers play in the media and sponsorship mix
in comparison to athlete endorsement.
It got me thinking more about how Social Media Influencers (SMI) have
been impacting on my M5 business over the last five years and how SMI's
such as Kayla Itsines with her 8.9 million followers are unsurprisingly taking
a sizeable portion of the endorsement dollar. To put it in simple terms,
currently SMI's are competing and in many ways, winning the battle of the
endorsement dollar - and it's the elite/professional sportsperson that is
feeling this impact the most.
As much as I admire the entrepreneurial flair of the SMI, I feel there is a
distinct advantage that our admired sporting identities have in their favour.
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