AusLeisure

A new report from sponsorship evaluator Turnstile has revealed the immense global reach, influence and power of elite athletes.

The newly released report The Power of Athletes: How Athletes are Shaping Global Fan Bases looks at the sway athletes hold, bringing both opportunity and risk to commercial programs for brands and rights holders.

Introducing the report, Turnstile Head of Commercial, Andrew Brember explained “the combination of athlete-owned social channels and a more sophisticated commercial environment means athletes increasingly have the power to shape the sports landscape.

“We are seeing long-held commercial models in the USA college sport market and the Olympics being challenged as athletes seek to monetise their name, image and likeness.”

Compiled by utilising Turnstile’s holistic valuation approach, the report looks into the financial impact of athlete Intellectual Property and how athletes not only bring fan bases and open up new audiences, but also take fans with them with them when they go.

In this new age of athlete influence, the combination of athlete owned social channels and a more sophisticated commercial environment is resulting in athletes shaping the sports landscape and being financially remunerated for this influence.

The report cites how teams, leagues and events are increasingly looking to collaborate with athletes to develop their own properties.

Click here to download and access The Power of Athletes: How Athletes are Shaping Global Fan Bases.

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