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5preguntasquepuedenponerenpeligrotu
entrevistadetrabajo
Jul9,2015

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PELIGRO!existenpreguntasdepreguntasdurantelos
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mspreparadoatuprximaentrevistadetrabajo.

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5preguntasquepuedenponer
enpeligrotuentrevistade
Practicalasrespuestasenvozalta!Enestosdasmeenterquedescartarona
trabajo
AndreinaVillarWoodworth

unapersonaporquesutonodevozeramuyalto...qutriste!peroeseesel

mundoqueestamosviviendo...
PeytonManningsRetirement
PromptsEndorsement
SuerteaTODOS!!
Question:IsitBettertoBuild
GregPortell
Buy?
Sihasdisfrutadoesteartculo,puedesleer:
CriticalThingsYouMustQuit
DoingNowToBeMore
LoqueNOquieresincluirentuextractodeLinkedIn
Successful
Dr.TravisBradberry

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Brexit,Brazil&China:AThree
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LouisD.LoPraeste

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DailyPulseIndia:JaitleyRolls
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CarolinaIbarra
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Gracias,mehacesentido,haceunosdasmepreguntaronloque
indican...
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8monthsago

M.AlejandraSalinasUndurragaandPedroMarsellaGonzlez

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GregPortell

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Transformation|Media|Marketing|Digital

PeytonManningsRetirementPrompts
EndorsementQuestion:IsitBettertoBuildorBuy?
Mar9,2016

357,529views

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Itisofficial.PeytonManningisretiringfromfootball.WhileManningsfootball
careerwillbeenshrinedinCanton,hismasteryasabrandspokespersonwill
cementhiminpopculturehistory.HeisthealltimeleaderinNFLearningswith
$400millionfromsalaryandendorsements.Meanwhile,MariaSharapovais
facingthepotentiallossof$30millioninannualendorsementmoneyfour
timeswhatsheearnsonthecourt.Regardlessofsport,athletesrecognizethe

importanceofsponsorsasasourceofincome.
Foradvertisers,thepushforintegratedmarketingdrawsbrandstoathleteslikea
mothtoaflame.Borrowingthespotlightfromathletesisaquickpathtobrand
relevance.SettingasideboxersFloydMayweatherandMannyPacquiao,the
worlds20highestpaidathletescollectedalmost$1billionin2015,accordingto
Forbes.Almosthalfastaggering$470millionisfromendorsements.The
ratiowouldhavebeenhigherifnotforafewathleteswhoareunmarketable
(NdamukongSuh,forexample).Themarketforathleteendorsersisopenfor
businessandbrandsareshoppingwithzeal.
ChiefFinancialOfficersatbrandcompaniesareleftwonderinghowbestto
managethosequicklygrowingbudgets.Isitmoreadvantageoustobuy
establishedpersonalitieswhocomewiththeirownmythology?Or,arebrands
betteroffidentifyingemergingathleteswiththerightappealandbuildinga
sharedstorywherebothwin?
Thereareonlyafewtrulyiconicsportsstarsthattranscendsportsmakingthe
decisiontobuildorbuyaneasyone.Asthecostofacquiringlesserknowntalent
risesandtheassociatedrisksgrow,marketersshouldopttobuild.Under
Armour(JordanSpieth),RedBull(LindseyVonn)andUniqlo(NovakDjokovic)
provideroadmapsforhowtobuildbrandstogether.Beyondahighperforming
athlete,successrequiresengagingpersonality,awillingnesstostepoutsidethe
comfortzone,socialmediasavvyandtheabilitytogeneratecontent.Allofwhich
needstostayonmessageforboththebrandandtheathlete.
Withthosecriteriainmind,herearesomeintriguingathleteswhofittheprofile
forthoselookingtobuild:

MikaelaShiffrin:WithanOlympicgoldand30+podiumsinfiveyearsonthe
WorldCupcircuit,the21yearoldskierisaproventalent.Duringinterviewsand
onsocialmedia,shedisplaysaneasygoing,wittypersonalitywhichshould
appealtoabroadrangeofbrands.Asaplus,herTwitterfeedconfirmssheis
comfortableinaworldof#hashtags.Evenafterbeingrecognizedaswinter
sportsmostmarketableathleteanddealswithLonginesandWheaties,she
remainsunderdevelopedasaspokesperson.Whiletheobjectiveistobuilda
brandbeyondthesport,Shiffrinsfuturepartnerswillbeaidedbyatleasttwo
OlympiccycleswhereshewilllikelybethefaceoftheUSOlympicteam.
CrystalDunn:ArelativenewcomertothehighprofileUSWomensNational
Team,Dunnhasappearedinonly28capsbuthasahistoryofsoccersuccess.
Isolatingindividualplayersinteamsportsisnotoriouslydifficult.However,goals
scorerstendtostandoutDunnhaseleveninhershortinternationalcareer.
PerhapsDunnsoutburstisisolatedsuccess,buttheUSWNThasahistoryof
prolificscorerswhohavebecomehouseholdnames:MiaHamm,AbbyWambach
andcurrentstarAlexMorgan.Toamarketer,Dunnisarelativeblankslatewith
anarrowdigitalfootprint,only30,000TwitterfollowerscomparedtoAlex
Morgans2.2million.Withtherightbrandsupport,thereisalotofupside.
NickKyrgios:Anathletefromasportknownforhighprofileimplosions,Kyrgios
fitsthebillasapotentialstar.The20yearoldmightjustaseasilyselfcombust
inaseriesofadolescenttempertantrums.Theresultisahighrisk,highreward
assetcouldfollowinthefootstepsoftennisbadboysConnors,McEnroe,Becker
andAgassi.BoomBoomhimselfrecognizedtheAussieasafuturechampion
whowillwinaGrandSlam.Withhisaggressivestyleandbrashvoiceitisno
surpriseBeatsByDrecelebratesKyrgiosinaclassicPlayYourOwnRulesspot
thatharkensbacktoAgassisoldChangeandImageIsEverythingcampaigns

forCanonRebel.Itwilltakeabrandteamcomfortablewithwalkingthelineof
whatqualifiesasacceptablepublicbehavior.Goodorbad,theamplificationwill
bethere.
Professionalsportsteamshaverecognizedthecostofacquiringhighprofilefree
agenttalentisbecomingprohibitivelyhigh.Inresponse,teamsareimproving
theirtalentmanagementprogramstobuildsustainablefeederprograms.
Marketersfacesimilarchallenges.Borrowingthebrandhalofromestablished
starsputstoomuchriskinonespot.Inaneraofpaid,owned,sharedandearned
media(POSE),marketersneedeverytooltoamplifytheirbrandvoice.Whether
itcomesfromMissyFranklin(swimming),JoeBerenyi(paracycling),John
Landsteiner(curling),AdrienneLyle(dressage)orsomeoneelsewilldependon
howmarketersbuildtheirtalentpipeline.Thebestexamplewillbethefuture
starlockedintoanendorsementdealbeforeweevenknowtheirname.

Endorsements, MarketingAndAdvertising,
AthleteMarketing

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Writtenby

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