The profitability of the image of young athletes

Origin: Wikimedia

The image of athletes and personalities to promote a
product or a service has been, is and will continue to be one of the best showcases for any company. Promotes rapid
identification of products or services with a brand. The company manages to
create a link between the product and/or service offered and the athlete
that advertises it, exponentially increasing the impact that said
advertising has on the consumer.

In this context, no one
It is surprising since the image – and success – of an athlete like Fernando Alonso, Pau
Gasol, Rafa Nadal or Xabi Alonso identify with a brand. And it is not from
wonder that companies play it safe and use the image of those
athletes who have greater recognition in the market, trying to
associate their products with the values ​​that these athletes transmit. The problem is obviously the cache that a
of these very reputable media figures can have.

Obviously this is a first
factor that limits the access of many companies to the promotion of their products
through the image of athletes or personalities of first order.

But there is still a second
factor that can sometimes lead a company to decide not to link with
a renowned media figure: excess. The use of the image of one of
these athletes for various products and services can cause an effect
contrary to the one sought: none of the companies that have opted for that person
as a banner of one brand or another, it makes that association occur
product-athlete-values. On the contrary, there is a worrying dilution of the image of the athlete as
advertising tool, with the consequent loss of effectiveness of the
advertising and lack of economic return for the company. The important thing is not
It is having good cards, but knowing how to play well the ones you have.

In this context, the commitment
young athletes, that transmit values ​​and have expectations of being
recognized for their professional activities, it can be an excellent option
for those companies (small or not) that have their budgets to
Limited promotional activities. Nobody forgets the bet that in
2003 and 2004 made the Sandoz Watches brand and the Kia car brand for
Fernando Alonso and Rafael Nadal. Companies that once took risks
hiring two young talents - who at that time did not have the current notoriety and recognition -,
but they undoubtedly got it right.

Spain is going through
currently one of his best moments from a sporting point of view, not
so economically. It is a good time to bet on these young talents,
of impeccable values, which are there, waiting for their opportunity. athletes of
the Spanish Basketball Team as Víctor Claver (NBA player in
the Portland Trail Blazers and a prominent player for the Spanish national team.
past Eurobasket in Slovenia), from the motor world such as Carlos Sainz Jr., from
golfers like Beatriz Recari or Azahara Muñoz and soccer players like Isco or Koke, can
be a great contribution to the success of a brand that transmits its
values. Surely they can help to produce this in consumers.
athlete-values-brand association. 

Origin: www.marca.com

The athlete must also be prepared. La
Protection of the name as a trademark will be essential both for the exploitation
economic protection of its image as well as for its defense against possible unauthorized uses.
authorized by third parties. And if for an athlete it is
It is important to be prepared and know how to wait, for a company that seeks
profitability - it is much more important to know how to take advantage of the moment and bet on
these emerging values. The youth door is there. Just have to
call and ask.