Athletes Debate the Complex Path from Sports Stardom to Building a Lasting Brand

At the recent DealBook Summit, a vital discussion unfolded among athletes and sports personalities on the intricate journey of transforming from a talented player into a personal brand. The panel, entitled "The Other Game: How Athletes Become Brands," highlighted the challenges athletes face in leveraging their sports fame into a sustainable brand that resonates beyond the field. Bomani Jones, host of "The Right Time With Bomani Jones," opened the dialogue by drawing a stark comparison between the branding success of iconic figures like Michael Jordan and the struggles faced by most athletes today. "It's starting younger and younger," he noted, emphasizing that while Jordan's status allowed him to be a silent force in branding, the rest must actively engage in a complex and often uncomfortable public persona to build their own identities. The conversation soon turned to the nuances of brand-building, with moderator Jess Sims, a former Peloton instructor and now The Athletic host, framing it as a balance between aspirational and inspirational. Today's audiences no longer simply idolize athletes; they seek to learn from their journeys. "No longer do we look at someone and say, 'I want to be you,'" Ms. Sims explained. Instead, fans aspire to understand how they can carve their own paths to success. As the panel progressed, the conversation shifted to the financial incentives that accompany branding efforts. Athletes discussed how trading on their celebrity can lead to lucrative endorsement deals, a path exemplified by Justin Tuck, who parlayed his NFL fame into a successful business career at Goldman Sachs. Tuck's efforts highlight that while a personal brand might be desirable, leveraging one's celebrity and connections may yield quicker and more substantial rewards. Nevertheless, the pressure to build a personal brand can be taxing, especially for younger athletes navigating the ever-present scrutiny of social media. Olympic gymnast Jordan Chiles emphasized the importance of a supportive inner circle, recognizing that the right relationships can provide the necessary uplift and mitigate the negative impacts of public judgment. She also pointed to the heavier scrutiny female athletes face, stating that their every move is often dissected in ways that male athletes are not. Former NFL quarterback Jesse Palmer echoed Chiles’ sentiments, adding that even among teammates, jealousy can complicate the atmosphere of camaraderie that is crucial for athletes. This notion of community support became a recurring theme, as panelists underscored the importance of surrounding oneself with genuinely supportive people. The discussion also touched on the implications of Name, Image, and Likeness (N.I.L.) deals in college sports, which have transformed the landscape for many athletes. With opportunities to monetize their fame before ever stepping foot on a professional field, college athletes now face the challenge of balancing brand-building efforts with their team commitments. Hope Solo raised concerns about team dynamics in this new era, questioning how those with significant N.I.L. earnings interact with teammates who may not share the same financial opportunities. Ultimately, the panel concluded that while branding can offer financial freedom and opportunities, it also demands a level of authenticity and a clear understanding of one's values. The varied responses to the question "What does branding mean to you?" – ranging from "money" to "authenticity" – underscored the spectrum of motivations and aspirations that athletes have as they navigate their paths in the public eye. As athletes increasingly find themselves in the spotlight, the conundrum remains: how to transition from a celebrated athlete to a brand that stands for something meaningful and enduring. The insights shared at the DealBook Summit suggest that while the journey is fraught with challenges, it is also ripe with potential for those willing to engage thoughtfully with their identities and audiences.