Athletes are no longer just competing on the pitch — they’re becoming powerful global brands, media platforms and commercial assets in their own right.
In this episode of The Unified Brand Podcast, Chris is joined by Joe Pattison, VP of Marketing at EMW Global, a global sports marketing agency specialising in talent representation, brand partnerships, activation and content.
Joe breaks down insights from EMW Global and x+y Market Intelligence’s Athlete Brand Economy Report and explores how social media, personal branding and changing fan behaviour are transforming sports marketing and athlete sponsorship.
We discuss why younger fans are increasingly following individual athletes rather than clubs, how major sporting moments can rapidly increase an athlete’s visibility and commercial value, and why authenticity is critical when building successful athlete-brand partnerships.
Joe also explains how athletes are using data to better understand their commercial value, why personal brands are being built earlier in athletes’ careers, and how agencies and brands can turn global attention into long-term commercial opportunities.
In this episode, we cover:
• The rise of the athlete brand economy
• How social media has changed sports marketing
• Athlete personal branding and commercial value
• Why authenticity matters in athlete sponsorships
• How brands choose the right athlete partnerships
• The shift from club loyalty to athlete-led fandom
• How data can measure athlete influence and marketability
• Building athlete brands beyond their playing careers
• Global sports marketing and localisation
• The future of sports sponsorship and brand partnerships
If you're a founder, marketer, brand strategist or sports marketing professional interested in personal branding, sponsorship, social media and the changing economics of sport, this episode offers a fascinating look at where athlete marketing is heading next.
Listen now to discover why the future of sports marketing may increasingly belong to the athletes themselves.
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Whether you’re a founder, marketing director, or business leader managing a growing brand across multiple teams or regions, this episode will help you identify the hidden friction points holding your brand back.
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