{"id":14718,"date":"2023-09-20T21:53:13","date_gmt":"2023-09-20T21:53:13","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/the-best-athletes-for-brands-to-partner-with-based-on-their-reputations-report\/"},"modified":"2023-09-20T21:53:16","modified_gmt":"2023-09-20T21:53:16","slug":"the-best-athletes-for-brands-to-partner-with-based-on-their-reputations-report","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=14718","title":{"rendered":"The best athletes for brands to partner with based on their reputations: report"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">Some fans will go to bat over their favorite players no matter how many darkness retreats they go on. But for marketers looking to sign athletes, hype\u2014or even high social engagement\u2014doesn\u2019t necessarily translate to the perfect brand partner.<\/p>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">To address client questions over brand safety tied to athlete partnerships, Kantar recently created the Sports Monitor Athlete Reputation Tracker, aka SMART, according to EVP Ryan McConnell. Kantar expects to run the survey twice a year.<\/p>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">\u201cAwareness and likeability are really the key factors,\u201d he told Marketing Brew. \u201cThe things that sponsors are often looking for these days is to break through the clutter and do it with somebody who\u2019s likable who you can associate your brand with. Athletes have obviously been a good outlet for that for many, many years.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-693665f7-12 cWeHLw\"><strong>Hot or not<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">To rank players based on reputation, Kantar used data from a July survey of more than 1,200 self-identified sports fans who were asked to share how much they liked and how familiar they were with a list of about 100 athletes. Kansas City Chiefs QB Patrick Mahomes came out on top.<\/p>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">Serena Williams, Michael Phelps, Steph Curry, and Simone Biles rounded out the top five. Joe Burrow, No. 1 on the NFL Players Association\u2019s recent list of most influential players in the league, landed at No. 14 on Kantar\u2019s rankings.<\/p>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">Jake Paul, the YouTuber turned pro boxer who\u2019s relatively famous among Gen Zers, ended up at the bottom of the list because he \u201cembraces controversy,\u201d leading to a high percentage of those who said they disliked him, McConnell explained.<\/p>\n<h2 class=\"dist__StyledText-sc-693665f7-12 cWeHLw\"><strong>Newbies versus retirees<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">Retired athletes tended to score highly, according to McConnell. In addition to Williams and Phelps, Tom Brady and Roger Federer also made the top 15.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-693665f7-12 dZpLgL inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-693665f7-12 cNXUkO inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">On the other hand, none of the nine college athletes Kantar asked about made the top 50. USC QB Caleb Williams ranked the highest among the NCAA cohort at 59th overall. LSU gymnast Olivia Dunne followed at 60th, with USC basketball player Bronny James and Women\u2019s March Madness phenoms Caitlyn Clark and Angel Reese close behind.<\/p>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">\u201cIf you\u2019re only in the spotlight for a year, you just don\u2019t have that much opportunity to develop that kind of awareness,\u201d McConnell said. \u201cThey\u2019re kind of behind the eight ball a little bit there.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-693665f7-12 cWeHLw\"><strong>The gaps<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">Though 2023 has been a big year for women\u2019s sports, only three women athletes (Biles and both Williams sisters) made the top 15. There were 24 women included in the survey, according to McConnell.<\/p>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">\u201cMen have had a 50-year head start on women,\u201d he said. \u201cA lot of tastes are sort of solidified\u2026You can still see where women have not gotten the same sort of support by sponsors, by broadcasters. They\u2019re just not as known. They\u2019re not as loved.\u201d<\/p>\n<p class=\"dist__StyledText-sc-693665f7-12 kNIFRq\">Soccer players also have an \u201cawareness problem,\u201d McConnell said. Leo Messi, one of the most famous of them, ranked at No. 25, which is \u201cpretty low down given all the attention he gets.\u201d Messi and Cristiano Ronaldo were the only two soccer players to make the top 50.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/09\/20\/the-best-athletes-for-brands-to-partner-with-based-on-their-reputations-report?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some fans will go to bat over their favorite players no matter how many darkness retreats they go on. But for marketers looking to sign athletes, hype\u2014or even high social engagement\u2014doesn\u2019t necessarily translate to the perfect brand partner. To address client questions over brand safety tied to athlete partnerships, Kantar recently created the Sports Monitor [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14719,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-14718","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The best athletes for brands to partner with based on their reputations: report | Brandiary<\/title>\n<meta name=\"description\" content=\"Some fans will go to bat over their favorite players no matter how many darkness retreats they go on. 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