By Demetris Constantinou, Contributor
The importance of the MSA’s marketing plan
In previous articles, we’ve highlighted how a strong personal brand can elevate an athlete’s life—both financially and professionally. But building and maintaining that brand isn’t as simple as it sounds. Yes, marketing experts can help, but creating a lasting brand takes more than just throwing money at professionals. That’s why we strongly advise every athlete to take the time—alongside their advisors—to build a solid marketing plan. At the very least, athletes should understand the basic elements of the plan created for them.
Before diving into what this plan should include, it’s important to first understand why having one matters. Why would an athlete need a marketing plan? Are athletes products?
In marketing terms, yes. Not in the literal sense, but in the sense that anything—if promoted correctly—can become more valuable. Athletes, just like products, benefit from the right strategy. A well-crafted plan helps them grow their brand and value.
In this article, we focus on how athletes specifically benefit from having a marketing plan—and how ignoring this aspect can stall both career progress and financial opportunities.
Why do we need a marketing plan?
As an athlete, your top priority should always be giving your best in your sport. When you do that, you naturally attract attention — and you need to be ready to manage it. A solid marketing plan helps you stand out from the crowd and make the most of that attention as your performance improves.
The truth is, no marketing plan can save a poor performer. But if you’re consistently working hard and showing results, the right plan can amplify your success and help push you toward your career goals.
Take NBA superstar LeBron James as an example. His nickname “King James” started in high school, mainly given by the media. LeBron and his team embraced it. They kept the nickname alive because “King” suggests power and uniqueness. Today, most people know him as King James. His social media handles—@KingJames on Twitter and Instagram—reinforce this identity. LeBron used a smart marketing plan to take that nickname and position himself as a dominant, unforgettable figure in basketball.
A well-crafted marketing plan also helps build your brand off the field. It showcases your personality and personal life, not just your performance. This makes you more relatable and likable to fans, increasing your influence.
Why does this matter? One word: endorsements. Companies spend huge sums to have popular athletes represent their brands. In 2018, the top 100 athletes earned around $900 million from endorsements alone. That’s a massive market. If you want a piece of it, your marketing plan needs to clearly position you as a valuable public figure and influencer.
When do we develop our plan, what goals do we want to achieve through our plan?
As mentioned earlier, to have a marketing plan, you first need a “product.” In this case, the product is an athlete who performs well, keeps improving, and is starting to attract media and public attention. Unlike typical products, athletes can’t be branded out of thin air—there must be substance behind the brand. That substance comes from consistent performance on the field.
Before building a marketing plan, you must be confident in your ability to compete and stand out in your sport. It’s best to start thinking about your marketing strategy early in your career so you can gradually implement parts of it as you grow. The ideal moment to activate your plan is when media attention starts to build. That’s your cue to take control of your narrative and position yourself the way you want to be seen.
Of course, any marketing plan should be reviewed—if not built—by professionals. As an athlete, you’re not expected to create the entire plan yourself, but you do need a clear idea of what you want to achieve. Your role is to evaluate your current standing and define the goals you want your brand to reach.
Sit down with your marketing advisors. Share your vision and the image you want to build. They’ll help shape the strategy and give you the tools to bring your goals to life.
Having said all the above, it should be apparent that having a marketing plan can act as a catalyst towards elevating your career and it should be taken seriously. For more information on the importance of building a marketing plan, or on what the contents of that plan should be, you may get in touch with us at [email protected]