Winning with Data and the Athlete Brand
Professional athletes are more than performers – they are sports brands, and data is the key that will identify, optimise, measure, and predict their value.
In the multi-billion-dollar sports industry, why do just 5% of professional athletes successfully transform their talent into enduring brands? For business leaders navigating the intersection of sports, marketing, and technology, this essential guide reveals how the emotional connection athletes create – memories that last decades beyond their final performances – represents vastly untapped commercial potential. While icons like Beckham, Jordan, and Serena Williams have mastered this transition, over 95% of the world's 400,000 professional athletes fail to capitalize on their brand value. At the heart of this transformation lies data – the critical element that will enable the next generation of athletes and their representatives to secure sustainable futures commensurate with their extraordinary dedication and sacrifice. The book offers a comprehensive framework for:
- Quantifying and monetizing an athlete's emotional impact on audiences.
- Extending career value far beyond the typically brief window of peak performance.
- Leveraging data analytics to identify, build, and optimize athlete brand potential.
For sports executives, marketers, agents, and forward-thinking business leaders, this book provides the strategic blueprint for revolutionizing how we value, develop, and maximize the full potential of athletic talent in today's data-driven marketplace.
Fiona Green has operated in the professional sports industry for over 38 years, representing sports rights owners around the world and at both a global and national level. She is considered a thought leader in the sports industry in areas such as data management and analysis, data legislation, fan engagement, business transformation, and the digital eco-system.