According to Statista, the global sports sponsorship market was worth USD$97.35 billion in 2023 and while I can’t find what percentage of that was spent in athlete endorsements, various estimates put it at between 20% to 30%.

I wanted to find that particular stat because in Kore’s 2023 State of the Industry Report (which you can get here), I focussed in on two interesting points –

1) Social engagement with athletes was 34%, behind teams at 43% but way ahead of leagues, events and venues.

2) The rate of growth in value that female athletes create for brands is more than double the rate of their male peers.

Both of these are great indicators for the role ProDatastack will play in transforming the way agents negotiate contracts on behalf of their professional athlete clients, but the report evidenced another opportunity.  To provide a clear, transparent and accurate value of an athlete. Both as a performer and as a brand.

As evidenced in Kore’s report, the industry still refers to AAV (Adjusted Ad Value) – a departure from the traditional AVE (Ad Value Equivalence) – as an attempt to better interpret the value provided by social media campaigns. But it’s still quite subjective, lacking universal standards, as methodologies vary between organisations and platforms.

So let’s take a look at what’s at stake here.

Athletes as Brands: What’s the Real Impact?

Athletes today aren’t just performers—they’re brands…athlete brands. From football fields to Facebook, tennis courts to TikTok, their influence extends far beyond their sport. Whether it’s a multimillion-dollar sponsorship deal or a viral social media post, the modern athlete holds a unique position at the intersection of sports, entertainment, and commerce.

But here’s the thing: while the opportunities are vast, so are the challenges. Who controls the narrative? How do athletes ensure fair compensation? And for female athletes, how do they navigate a system that still undervalues their on-field achievements?

Sponsorships: The Game Changer

Sponsorships have become a cornerstone of an athlete’s income. Forget just earning from prize money or contracts—endorsement deals often outshine these by a mile. Think Serena Williams with Nike, or basketball icons who rack up millions promoting global brands. These partnerships don’t just add zeros to an athlete’s bank balance; they amplify their visibility and solidify their marketability.

For brands, it’s a no-brainer. Athletes come with ready-made audiences—passionate fans who trust their every move. Associating with a high-profile athlete means credibility, reach, and a chance to stand out in a crowded market. Whether it’s sneakers, cars, or luxury goods, the right athlete can transform a product into a lifestyle symbol.

Personal Branding is not just for the Elite

Personal branding isn’t exclusive to top-tier athletes. Even if you’re not at the pinnacle of your sport, you still have value—potentially to niche brands or smaller companies that align with your story, values, or community reach.

Local businesses, emerging startups, or brands targeting specific demographics often look for relatable athletes who can resonate with their audience. It’s not just about massive followings; it’s about authenticity and shared purpose. With strategic positioning and consistent effort, athletes at any level can unlock meaningful sponsorships and opportunities that enhance both their careers and their personal brands.

Female Athletes: A Unique Opportunity (and Challenge)

For female athletes, personal branding isn’t just important—it’s transformative. Why? Because while the gender pay gap persists in sports, endorsements can flip the script. Research shows that female athletes can earn up to 10 times more from sponsorships and endorsements than from their performance contracts.

Take Naomi Osaka. She’s more than a tennis player—she’s a global icon. With deals from Nike, Louis Vuitton, and Mastercard, her brand extends far beyond the baseline. This financial freedom gives her a platform to advocate for causes she cares about, from mental health to racial equality.

But it’s not all smooth sailing. Female athletes often find their marketability tied more to their image than their achievements. Balancing authenticity with strategic branding is a constant challenge. Too polished, and you risk losing connection with fans. Too raw, and brands might hesitate to invest. It’s a tightrope walk, but when done right, it’s a game-changer.

Athlete Brand Benefits: What’s in It for Them?

For brands, the equation is simple: partner with the right athlete, and you get instant access to their audience. But it’s not just about eyeballs—it’s about trust. Fans don’t just like their favourite athletes; they admire them. This admiration often extends to the products they endorse, creating a level of engagement most traditional advertising can only dream of.

The Takeaway

The commercialisation of personal brands has reshaped the game for athletes across all sports. It’s no longer just about what they do on the field, court, or track—it’s about the story they tell off it. For female athletes, personal branding offers a vital route to close the gender pay gap. But for all athletes, the message is clear: manage your brand wisely, stay authentic, and make sure you’re in control.

And that’s where ProDataStack comes in: the only tool that strengthens your hand in contract negotiations with data from six key areas – including powerful brand sentiment and performance metrics. You can read more about the importance of this in our blog post Athletes and their Data.

If you’re an athlete or an agent/representative, book a demo or email us for more information.

We want you to know your true value.

We want you to get paid what you’re worth.