Sports agencies are emerging for athletes who double as influencers. Agency Havas Play UK describes these firms as “a new breed of agency” that is catering to advertiser needs while ensuring that the content athletes are making appears authentic. As athletes participate more in influencer marketing, traditional sports agencies are either adapting or new ones are being created to manage brand partnerships, content development, and social media strategies for them. Not only is this shift highlighting a broader evolution in sports marketing, but it also marks the role of social media in expanding athletes’ reach and influence beyond their athletic careers. (Digiday)
🔍 YPulse predicted: Athletes as influencers would be a trend to watch in 2024
