Tropicana Brands Group’s Post

As if you needed any more reasons… Here are 5 that explain why Club teams should be supporting their athletes to build impressive personal brands to unlock more commercial and fan success for the year! 💪

DO NOT MISS THIS! 👇 “Loyal customers are six times more likely to think better of your brand, are six times more likely to behave better toward your brand, are six times more likely to buy more of your products, are six times more likely to rebuff competitive offers, and are six times more likely to recommend your brand.” Written in a past post for Forbes by loyalty and engagement consultant Robert Passikoff. Passikoff's thoughts were not limited just to brand loyalty, and his learning and research experience reached far further and into the world of sports fans; in particular, the loyalty fans show for their favourite team and athletes. ⚒️ Being a West Ham fan (no judging people!) I totally get it, and if you you have a club, team, or athlete you're passionate about, you’ve no doubt experienced this yourself, and you know like I do that this loyalty, honour and dedication is unlike most industries. The role I live day-to-day is helping brands leverage and harness the power of sport to enhance their revenue growth and brand awareness, and I am open to the challenge of helping your brand on its sports marketing journey; I am only a DM away 🚀 (msmglobalgroup.com) - #sport #sports #sportmarketing #sportsmarketing #brand #brandawareness #growth #sportsbiz

🏆 Champions! ➡️ Did you know that #CollegeSports are multibillion-dollar 💸industry? Building an #athlete brand has become a must. Here is why: 🏅 Enhanced Visibility: Establishing a brand makes athletes more recognizable to fans, sponsors, and the media. This visibility can lead to increased opportunities for endorsements, sponsorships, and partnerships. 🏅Revenue Opportunities: A strong personal brand can lead to lucrative endorsement deals, appearance fees, and merchandise sales. 🏅Long-Term Career Planning: Building a brand enables athletes to extend their earning potential and maintain relevance in their industry even after retirement from active competition. 🏅Influence and Impact: By building a brand aligned with their values and interests, athletes can positively impact their communities, promote social causes, and inspire others. 🏅Differentiation and Competitive Advantage: In highly competitive sports industries, a strong personal brand can differentiate an athlete from their competitors. 🏅Legacy Building: A well-established brand can contribute to an athlete's legacy. By creating a lasting and impactful brand, athletes can leave a positive mark on their sport and be remembered beyond their competitive years.

🗣️ 5 Reasons that if you’re not supporting your Athletes to invest in and grow their personal brands, your Club is leaving your own Brand success on the table… 𝗵𝘁𝘁𝗽𝘀://𝘄𝘄𝘄.𝗳𝗶𝗿𝘀𝘁𝗳𝗶𝘃𝗲𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.𝗰𝗼𝗺/𝗰𝗹𝘂𝗯𝘀-𝗮𝗻𝗱-𝗮𝘁𝗵𝗹𝗲𝘁𝗲-𝗯𝗿𝗮𝗻𝗱𝘀 1️⃣ 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗖𝗹𝘂𝗯 𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻: Athletes with strong personal brands bring increased attention and prestige to their clubs. As athletes gain popularity and recognition, the clubs they represent also benefit from heightened media exposure and fan interest. This visibility can elevate the club’s reputation in the sports community and beyond. 2️⃣ 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝗱 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀: Athletes with well-established brands attract more lucrative sponsorship deals and commercial opportunities. These opportunities can extend to the clubs, as sponsors are often interested in partnerships that encompass both individual athletes and their teams. This can lead to diversified revenue streams for the club. 3️⃣ 𝗚𝗿𝗲𝗮𝘁𝗲𝗿 𝗙𝗮𝗻 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗟𝗼𝘆𝗮𝗹𝘁𝘆: Athletes with compelling personal brands often have dedicated fan bases. When clubs support their athletes in brand building, they tap into these existing fan bases, leading to increased fan engagement and loyalty. This can translate into higher ticket sales, merchandise sales, and sustained support even during off-seasons or performance dips. 4️⃣ 𝗣𝗼𝘀𝗶𝘁𝗶𝘃𝗲 𝗖𝗹𝘂𝗯 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗮𝗻𝗱 𝗔𝘁𝗵𝗹𝗲𝘁𝗲 𝗠𝗼𝗿𝗮𝗹𝗲: Investing in personal branding signifies a club’s commitment to its athletes’ individual growth and success. This can foster a positive club culture where athletes feel valued and supported. Higher morale among athletes can lead to better performances on the field and a more cohesive team environment. 5️⃣ 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗔𝘀𝘀𝗲𝘁 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴: Athletes with strong personal brands can become long-term assets for the club. Their legacy and influence often continue to benefit the club even after they retire or move on. This enduring impact can help clubs maintain a legacy of excellence and continue to attract new talent and fans. #SportsMarketing, #AthleteBranding, #PersonalBranding, #SportsManagement, #AthleteDevelopment, #BrandStrategy, #SportsBusiness, #TeamBuilding, #LeadershipInSports, and #sportsinnovation

In the fast-paced world of athletics and marketing, collaborations between iconic figures and brands have the power to transcend mere sponsorship agreements. The recent partnership between track and field sensation Sha’Carri Richardson and global beverage brand Sprite is a testament to this transformative potential, inspiring a new generation of trailblazers. At the heart of this collaboration lies a shared commitment to authenticity, resilience, and unapologetic self-expression. Sha’Carri Richardson, known for her electrifying speed on the track and her unapologetic embrace of individuality, embodies the spirit of breaking barriers and defying expectations. Her journey, marked by triumphs and challenges alike, serves as a powerful narrative of perseverance in the face of adversity. Likewise, Sprite, with its legacy of championing authenticity and celebrating diverse voices, emerges as the perfect partner to amplify Richardson's message of empowerment. Joining forces allows them to spark meaningful conversations and drive positive change on and off the track. In today's world, consumers crave authenticity. They seek brands and personalities that are genuine, transparent, and unafraid to speak their truth. As authenticity continues to reign supreme, partnerships should be built on shared values in order to be more impactful than ever. #marketingstrategy #empowerment #brandpartnerships #shacarririchardson #spritecampaign #authenticmarketing #brandcollaboration

"Gatorade, BodyArmor, and Powerade dominate the market, and the only real challenger has been Prime, which owns about 6% of the market and was built on the back of two of the world’s largest YouTube personalities (Logan Paul and KSI). So, if you are going to challenge those brands, you need some advantage. BodyArmor had it with Kobe Bryant and Mike Repole, and Prime has it with Logan Paul and KSI. But simply paying athletes cash to promote your brand on social media isn’t enough. You need a good-tasting product. It has to be healthy. And most importantly, you need an unfair advantage — celebrity ownership, distribution, connections, secret formula, etc. — that competitors can’t match. BioSteel didn’t have any of that, and that’s ultimately why the company failed." https://lnkd.in/gvxbTaph

At TOMS, #impact isn’t an afterthought; it’s ingrained in the #shoebrand’s very foundations, says General Manager TOMS EMEA Neil Urwin. #theceomagazine #inspiringthebusinessworld #luxury #business #lifestyle #executiveprofiles #executiveinterview #businessleaders #inspiringleadership #thoughtleadership

A well-chosen sponsorship can elevate brand awareness and strengthen brand equity through the positive associations of a celebrity endorsement. But what unfolds when the public figure's image takes a hit?   After sharing his thoughts with Strategy Online earlier this month, we asked Managing Partner, Matt Kelly to draw on his experiences from over 20 years in marketing leadership roles to dive deeper into the upsides and risks of athlete and celebrity brand deals.   Find out more about what Matt has to say by watching the video below. #BrandAwareness #BrandEndorsement

🥤 Coco Gauff Is Now Chief Smoothie Officer Coco Gauff is a young, 20-year-old tennis star who has reached a #2 world singles ranking and has both massive popularity and cultural appeal. For many people, Coco is the next generation's Serena Williams. In 2018, Coco Gauff signed a multi-year partnership with New Balance that helped grow the brand and also included the groundbreaking creation of Coco's own signature shoe line. Coco Gauff has now signed a deal with Naked brands, the healthy drink & smoothie company. Naked is owned by Tropicana, which was previously owned by Pepsi and then sold to French PE firm PAI Partners. The shape of this new deal was likely inspired by the New Balance deal. Naked has entered a "multi-year partnership" with Coco that includes giving her the inaugural title of "Chief Smoothie Officer." She'll have the opportunity to "co-create real fruit juice smoothies alongside the innovation team." Whether or not she gets a chance to actually create new smoothie products will be a critical part of this deal. Like with shoe brands, it's common for "Nike athletes" to get deals with Nike but there's a very small, select group of people who actually get to create their own shoe line and participate in royalties. Enabling Coco Gauff to create new drink products likely means that revenue share/royalties or equity is part of the deal. And if she's working with Naked, she's probably doing that instead of going off and starting her own drink brand. This type of deeper partnership between a brand and an athlete/musician/influencer is becoming the norm, because talent have more leverage than ever before. It would've been super difficult for Coco to start her own drink brand twenty years ago, but it's fairly easy for her to go off and do that on her own today. So Naked needs to sweeten the deal if they're gonna get her onboard. And Naked understands this, check out the first line of their official press release announcing the partnership: "Elite athletes today are more than just competitors, they are leaders and changemakers in their own right, whose carefully curated brand collaborations have evolved into meaningful, long-lasting relationships." #cocogauff #tennis #collaboration #marketing #advertising #partnership #sports #athletemarketing #sponsorship #CPG #FMCG #branding #influencermarketing