Talent Endorsements Re-Imagined

Talent Endorsements Re-Imagined

Athlete endorsements have historically been leveraged by brands as a way to communicate directly with an endorsee’s engaged and loyal audience. The competitive pressures surrounding the more sought-after athletes has left brands with little negotiating power over fees and the entitlement packages that endorsees offer to their brand partners. With athlete endorsements traditionally delivering a portion of their entitlement commitments in association with live events, new deal structures and means of activating rights in 2021 and beyond should be expected.

The Power of the Athlete Voice

The Power of the Athlete Voice

Aside from simply captivating audiences around the globe, The Last Dance, the docuseries co-produced by ESPN Films and Netflix focusing on Michael Jordan and his final season with the Chicago Bulls, put a spotlight on consumer’s appetite for athlete led content.
While this is certainly a unique example given that Michael Jordan reached a level of icon status that transcends the world of sports, we can still see examples of content being produced that places the athlete and their story in the forefront.

“The Search For The Unicorn Marketer”

“The Search For The Unicorn Marketer”

As part of Lumency’s Lunchtime Series, we had the pleasure of hosting Robert Dreblow and Michael Murphy to discuss the ways COVID-19 has accelerated digital and social transformation, as well as the challenges organizations are facing to quickly adapt and meet consumer needs. Rob and Michael present key findings and results from the largest study the WFA has conducted to speak to a number of challenges marketers face amidst the growth of digital…