Welcome back! In today’s story we’re talking about how women’s college basketball players can develop their personal brand.

One of the topics we’re covering is the collaboration between influencers and athletes. A point of reference is the collaboration between Steph Curry and Roger Steele. Steele is a golf social media influencer who posts a series of videos with professional athletes. His YouTube video with Curry unveiled a side of him that peeled back the curtains into his life, revealing a side of him off the court that you don’t always see.

Collaborations like this can be brought into the realms of women’s college basketball and we’re going to discuss how.

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TODAY’S STORY
💥College Athletes Are a Brand

The Problem

Let’s be honest with ourselves. Student athletes may be some of the worst brand promoters today. No offense to them, it’s just not their craft, and usually does not come natural to them.

People are more likely to buy into a product when it's promoted by a full-time influencer than when a student athlete promotes it. Why is this? For starters, college athletes are a bit busy operating their day jobs whereas social media influencers have at least a few weeks to perfect the perfect social media advertisement.

These days, student athletes don't have to choose between their sport and building their brand. Remember what happened with Ryan Trahan from Texas A&M University? So now we ask the question, why should college student athletes become a brand?

Why Should College Athletes Become A Brand?

First, let’s acknowledge that college athletes do not need to prioritize making themselves a brand, we’re not trying to dehumanize them. But here's the deal – for those looking to make a career in basketball, media, or entrepreneurship post-college, branding is a game-changer and the difference between a couple hundred bucks and a few hundred thousand dollars per deal.

Sure, raking in those NIL dollars is fantastic, but what's the point if people aren't connecting with your brand or taking advantage of the value you bring? College athletes should have control over their earnings. And one way to secure that control is by focusing on building your brand. Own your audience, let them peek behind the curtains of your life as a student athlete. Whether you're a business major or a science major or you have a weird hobby or skill that people could learn, share your journey, your insights, and your experiences. Bring your audience along for the ride. Build that brand so that when you graduate, you've got a loyal following waiting for your next move.

Influencers vs Athletes

Now, let's talk about the magic of influencers. In a world where the definition of athletes is expanding, influencers are stepping into the spotlight. These social media stars offer a unique chance to connect with fans and give brands a boost. Take the Roger Steel and Steph Curry duo, for instance. An influencer can dig deep and bring out an athlete's personality better than a college-athlete-run-social-ad. It's an underrated partnership that's gaining momentum.

Currently, we're tossing these student athletes into the deep end and saying, "Here's a brand, here's some cash, now, be a filmmaker!" But persuasion and brand-building take time and effort. That's where partnering with an influencer can be a game-changer. It lets athletes hone in on new skills that they may not have discovered during their 4 years in school and bring in a fresh element into their lives. The reason the Steph Curry and Roger Steele partnership blended so well is because we all know how much Steph enjoys playing golf outside of basketball, so what better partnership than collaborating with a high energy, engaging, golf influencer.

Just think about it – if you were to collaborate with an influencer to boost your own brand, who would it be? Think about your interests, your hobbies – you probably already know ten influencers who'd be a perfect match.

Brand Ambassadors

Brand ambassadors are the face of a brand, but they have to pay their dues before reaching the top. They work tirelessly to represent a brand, understanding marketing strategies and execution. They're the bridge between athletes and brands, forming a crucial part of the marketing puzzle.

Many of our favorite athletes have been signed on to become brand ambassadors of small and large brands alike. However, as we’ve mentioned before, paying a kid and asking them to read a script won’t move the needle. Effective brand campaigns require research and understanding of the company you are the spokesperson for.

Some sponsorships are self-explanatory – think Gatorade or Nerf. But financial tech companies and other industries partnering with student athletes demand a little extra legwork. Over half of a student athlete's followers are high school kids or younger. So, you've got to understand the product and company well enough so that you can explain the product in a way an 18-year old and under can understand along with your NARP peers.

Just like compounding interest, you should think about compounding your brand partnership education. Continue iterating with a brand, learning who they are, what they do, and what they sell. At the same time, as you continue to develop and improve, the company will continue learning who you are on and off the court, likely increasing your earnings and opportunities along the way.

This type of development can evolve into something more impactful than a surplus of deals and most importantly, lead to effective roles after college, especially for those who pursue professional basketball or their own business ventures.

Beyond The Game…And College

Sports marketing isn't just about the athletes. It's about storytelling and content creation. Take a page from Formula 1, which capitalized on the pandemic's viewership spike by investing in TV series. In the digital age, storytelling is paramount. Now golf and tennis are following suit and if you haven’t been living under a rock, it’s been going pretty well for them as well.

Now, college basketball doesn’t need a Netflix series as a one size fits all solution, but it’s the emphasis on individualism beyond a team. I speak for the people when I say, TEAMS! Enough with the candid Q&A whiteboards on the way in to practice. You’re all copying each other, it’s not unique, and it’s been worn out.

If you can capitalize on your fan base and followers while you’re at your peak in school, you’ve won. You'll have a crew of people invested in you and your journey, which, especially for those aiming at professional basketball, can translate to a devoted fanbase that supports your future endeavors. That’s a win win for you and women’s sports as a whole.

Final Thoughts

Throughout this journey, our focus has been on the evolution of a player's brand, but it's worth noting that these principles extend beyond athletes. Consider the life expectancy of a coach, especially a head coach – it's a sobering thought, but one that underscores the importance of planning for life beyond the game.

Take someone like Coach P, for instance, who cultivated a passion for reading and writing during her coaching career and has seamlessly transitioned that passion into a successful post-coaching career, spanning Duke, Michigan State, and Maine University.

The message here is clear: working on and developing your personal brand isn't just about enhancing your NIL worth; it's about acquiring valuable skills that will serve you well on whatever path you choose to pursue. Whether you're a player or involved with teams in other capacities, consider this an open invitation. You can book a free consulting session with a member from our team to explore ways to develop your personal brand, build stronger partnerships, and set yourself up for a thriving future. After all, the game doesn't last forever, but the legacy you build can.

NEWS
👂️This Week’s Locker Room Drama

What’s been going on in the world of women’s college basketball recently? We’ve got you covered.

• Kiki Rice strikes a deal with Beats by Dre (FanNation)

• Baylor University plays their final game in the House That Kim Mulkey Built AKA The Ferrell Center (Tyler Paper)

• Allegedly Jason Sudeikis is rumored to be studying for a new role involving women’s basketball (BC)

• For every 3-pointer made by Colorado’s basketball teams this season, PepsiCo is donating one tree to PLAY Boulder. Bet they didn’t expect this run from the women’s team this year (X)

MEDIA
🤳Video of The Week

Spend a holiday off day with Maryland guard, Faith Masonius

@faith.masonius

Catch all ur local college athletes in the gym doing the hardest workouts of their lives #fyp #foryou #maryland #basketball #athletes #vir... See more