With the entertainment world consistently changing, today’s
athletes have become more business orientated than ever. Due to the great
success of the “Social Network Media” channels, athletes are finding new ways
to market themselves through a variety of ways. The newest and perhaps, most
creative strategy to date is marketing through their own application or “App”.
According to the article
by Adam Satariano and Douglas MacMillian, world star athlete was among the
first international stars to apply this strategy. With the help of “RockLive”,
Bolt transformed his Olympic winning into an actual video game App. His
application immediately drew attention and nearly 3 million downloads were
accumulated. This strategy attracted more superstars to try their input on
developing their own applications as well.
Stars from all different sports are beginning to find ways
at using applications to their benefit. Bolt used the “App” to broaden his
marketing brand to other sponsors. Puma, Gatorade and Swiss Watches are the
three most “Prestige” endorsement deals within his brand. Bolt has started and
new trend that others have already begun to follow. Some popular names being,
Mike Tyson, Joe Montana, Tony Gonzales, Tiger Woods and a host of others.
This new trend is an affective way for athletes to extend
their brand. They can market themselves in variety of different ways. Gearing
an “App” into their actual preference of style, allows the athlete control over
their product. Tony Gonzales has an “App” geared towards his workout regiment
titled “FitStar”. With this capability, athlete’s now posses the option of
different tools that would bolster their brand to newer sponsors whom may have
not been initially interested in the athlete.
According to another article by Gianni D’Ovidio, Joe Montana
has spent one hundred thousand dollars to invest in a fantasy football
application. The “App” community is projected to gross nearly eighty five
billion dollars this year. With a strong community backing this new trend and “Stars”
aligning to “Cash-In” on a great marketing tool, this new trend may become regularity
for all athletes.
