For Some Athletes, Retiring From Sports Is a New Beginning

Brands—and nostalgia—help former players transition into a second career

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As the Manning brothers and Shaquille O’Neal make abundantly clear on an annual basis, the end of an athlete’s career in sports may be just the beginning of their life in marketing.

Earlier this year, data and marketing firm Helixa released a report about the American football fanbase. The question at the head of the study: Where do fans stand with respect to the intersection of sponsors, teams and star athletes within the more than $80 billion North American sports market?

Among insights into fans’ favorite brands, influencers and media, Helixa included a look at the National Football League players with the most reach among fans.



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