When Barclaycard US designed a promotional plan in support of the NFL’s annual Salute to Service military appreciation campaign, it knew it needed more than just a few player endorsements. Instead, it took advantage of the massive social followings of top NFL players like Drew Brees, Kirk Cousins, Larry Fitzgerald, Golden Tate and JuJu Smith-Schuster.
The players posted heartfelt videos to Twitter and Instagram, sharing personal stories and expressing their admiration and gratitude for servicemen and women. They also shared how NFL Extra Points cardholder rewards benefited the Pat Tillman Foundation.
While influencer marketing has become de rigeur for many brands, athletes have been an untapped resource. But their sizable audiences (Brees, for instance, has 3.2 million Twitter followers) are fans who pay attention to both their on-field and off-field achievements. NFL athletes are important influencers because, well, they are influential.
In fact, athletes’ far-reaching social media presence, celebrity status and loyal fan bases can help companies promote products and amplify their existing partnerships. NFLPA Partner Services, which guides player activation and integration, sees social media as an increasingly important tactic in NFL/NFLPA sponsors’ seasonal marketing strategies and player initiatives.
Unrivaled reach and engagement
How influential are NFL athletes on social? Here are a few relevant stats from opendorse, a leading athlete-focused social media marketing platform and the social media activation partner of the NFLPA. NFL players receive on average of 2.25 percent engagement compared to 0.65 percent that teams receive. They also boast a cumulative social media audience of 305 million as compared to 165 million for teams and only 50 million for the league in which they play.
Since partnering in 2013, the NFLPA and opendorse have helped more than a thousand NFL players connect with hundreds of brands to share social media campaigns, reaching more than one billion fans worldwide.
Engagement is critical. Today’s athletes are savvy about social media and give their passionate fans access to their day-to-day lives. Whether the starting quarterback or the backup offensive lineman, athletes at all levels who share engaging personality-infused content find that their followers grow and are more involved.
Fans as followers
Twitter, Facebook, Instagram and Snapchat as well as digital video platforms like YouTube make it easier for players to share their passions and personalities. Fans who follow their favorite players across multiple social media channels are often more likely to show their support by buying tickets and player-identified merchandise, donating to causes supported by players and adopting the health and wellness lifestyles of sports idols.
Due to social media, athletes can share their opinion on products and services they truly enjoy and make endorsements in a more authentic and native way.
And fans pay attention. A recent study conducted by Twitter and Annalect found that nearly 40 percent of Twitter users say they have made a purchase as a direct result of a tweet from an influencer. Moreover, 49 percent of users rely on recommendations from influencers on Twitter (second only to recommendations from friends) and 20 percent of users say a tweet from an influencer inspired them to share a product recommendation.
Relevance and authenticity
Simply having an athlete in a commercial hawking product is no longer enough. Fans crave organic, high-quality and genuine human connection. As a result, companies are investing heavily in imaginative social media overlays. By commissioning athlete influencers to authentically advocate for their brand via authentic social media exchanges, messages reach highly engaged audiences in the fastest and most direct way.
To maximize the massive reach and influence that athletes possess, brands need to emphasize the creation of engaging and captivating content with their influencer campaigns.
For example, rather than investing in a traditional television ad, Bose reached millions of consumers through a heartwarming YouTube video series and social campaign that connected Philadelphia Eagles and New England Patriots fans with players on each team.
Leading up to the championship game last February, Bose created videos showcasing die-hard Patriots and Eagles fans. Bose enlisted 13 players from both teams to share the clips on Twitter and Instagram using the hashtag #FootballFeelings. Carson Wentz published one sponsored video, which highlights lifelong fans being surprised with game tickets. That one video has been viewed nearly 2 million times and has received more than 58,000 likes and 275 comments. Using the social media reach of the players, Bose raised positive brand and product awareness among millions of fans.
Across social media channels, where influence is peddled daily, athletes provide companies of all sizes the most effective way to reach sports fans. Their voices, unique personalities and entertaining content cut through the noise and reach their fans—and collectively add genuine credibility and affinity to any campaign and sponsorship.
