The Athlete’s Brand

By Lazaros Ioannou, APC Sports Consulting Limited It was less than a week ago that a news headline from the news website Business Insider caught my attention; ‘’Cristiano Ronaldo reportedly makes more money being an influencer on Instagram than he does playing...

By Constantinos Massonos, Contributor The evolution of social media has changed the way we interact and communicate with each other. Nowadays social media are considered the most consumed medium of attention of fans among all other traditional medium outlets such...

By Niovie Constantinou, Contributor As previously discussed, an athlete’s brand is a crucial pillar to post-sports career opportunities and if used wisely, the building block to creating a legacy. At the very core of an athlete’s brand is, of course, social media:...

By Andreas T. Themistocleous, Contributor Browsing through twitter, on a brisk summer morning, I came across the news of the Toronto Raptors and their GM’s “Giants of Africa” documentary, part of an ongoing effort to improve the lives of youth in the continent....

By Constantinos Massonos, Contributor Attracting the attention of a target audience is becoming a more and more difficult task for any brand. The traditional 30-second ad on television and radio is no longer the only available means to do so, as internet and social...

By Lazaros Ioannou, APC Sports Consulting Ltd The Athletic Brand of Money Smart Athletes can be built in such a way so that it can transform them into local or global signature brands, which can be leveraged to sell, endorsed and make a profit. Money Smart Athletes...

By Niovie Constantinou, Contributor Professional athletes have a relatively short career playing sport, living most of their life from earnings made off the field, which is why it is important that they are proactive when it comes to their financial planning. One...

By Demetris Constantinou, Contributor  The importance of the MSA’s marketing plan In previous articles, we’ve discussed the importance of building a strong brand and how that brand can help you elevate your life both financially and professionally. Truth be told,...

While some athletes are simply popular because of their work, there are some who have gone the extra mile to create a ‘killer’ personal brand that can always be utilized for profit and influence.  A personal sports brand can be build in such a way to transform the...

International Image Rights structures facilitate the exploitation of the athletes’ image rights throughout their movement from team to team and from one country to another and also take advantage of their international exposure in terms of sponsorships and...

The money that sport personalities receive as remuneration for the usage of their image rights have tremendously risen during the last years. Image rights are an asset of the sports personality, with huge commercial value and potential. Therefore, it is imminent...

Brands, political parties, humanitarian organizations among others strive to partner with sports and other celebrities, who with their advocacies and preferences influence purchasing and consumption patterns. The capacity to attract attention is a lucrative asset...

An athlete’s brand can be built in such a way that the athlete can be transformed into a local or global signature brand, which can be leveraged to sell, endorsed and make a profit.  Athletes can build and capitalize on their brand by creating proper personal...

What is a Brand? The term “brand” has been used through the years with different meanings attached to it. From initially being used by cattle ranchers to describe the process of using branding irons to mark their animals with their “brand”, to using “brand” as the...

Nowadays, the athlete's brand, its development and the commercial exploitation of the resulting image rights have become an integral part of the athlete's career. By developing their personal brand, athletes monetize the success of today in the long term. A well...