What motivates athletes to get into influencing? Is it about being able to make a living around their training hours?

[Dimaeiya333]

There are many differences between sports. Football has a lot of media coverage, which athletes benefit from. They may have other opportunities, or a club salary. It is more complicated in individual sports, or in sports with less media coverage. Some athletes work on the side because they have to earn a living. There are differentiating factors, but athletes are taught to be athletes, not necessarily to be content creators .

Today's new athletes are more digitally savvy, more familiar with social media, and spend more time on TikTok than older ones. We like to bring the two sides together and create links between content creators, influencers, and athletes because they inspire each other. Each side has something to learn from the other.

Are there social networks that are more suitable for sports influencers than others?
Athletes are mostly present on Instagram, perhaps on Twitter and TikTok. There are very few professional athletes on Twitch or YouTube. Content creators will be on a wider variety of platforms.

Twitch has taken on a significant role in esports. We are seeing more and more successful events, such as GP Explorer or Eleven All-Stars, organised by creators and influencers. There is a real DNA in esports that is being established on Twitch. But there are very few active sportspeople or with interesting communities on Twitch or YouTube. But in terms of influence, Twitch and YouTube are the hyper-important networks today.

Issues of diversity and equality are closely linked to sport of all genders; how do they influence the sector?
Sport is an extraordinary vector of change in society. We see a growing search for meaning in the activities and events of the sector. We strive to respond to this demand, limit the environmental impact, promote diversity and encourage art and sport. We try to make influence also a tool to respond to these problems. We raise awareness among our athletes and content creators about these issues, and we are regularly contacted by advertisers and events that want to develop them.

These issues are playing an increasingly important role. More and more athletes are speaking out about issues that are not necessarily related to sport. Some people criticise them for this and say that they should stick to sport. B canadian ceo email database t they have a lot of impact and are an important voice. They can speak out about issues that are important to them, about causes that concern them.

For example, the recent [allegation of racism by] Vinicus Junior in LaLiga. Sports federations, leagues, governments, everyone involved in the world of sport, are increasingly addressing these issues. Today, if you want to have an influence in the world of sport, you have to take this into account and do everything possible to help change things so that your impact is even greater. There have always been many questions about ethics, doping, racism, gender diversity in sport, but awareness is growing and all the better.

Is this increased awareness also seen among advertisers? Are they more interested in working with more women or diverse athletes as spokespersons?
Yes, absolutely. There is the performance aspect, media coverage, digital awareness, which are all factors, but beyond that, advertisers today want to have athletes who have a story to tell, a message to convey, who are committed to different causes. Ultimately, the relationship between media performance and commitments, the story and the personality of the athlete is evolving and becoming more balanced.

We work with Pauline Ado, a professional surfer who is very committed to the environment. We have a circle of partners and advertisers around her who are there for what she stands for, for what she represents, and not just for her performance and her excellent results. It is clear that, compared to five years ago, advertisers are increasingly choosing ambassadors, spokespersons who are more and more focused on the commitment, personality and humanitarianism of the athletes.