How partnerships between athletes and brands are beginning to resemble influencer deals

As influencer spending continues to rise, advertising cash is trickling down to emerging athletes with lower public profiles.

The result? Bonds between brands and athletes are beginning to look a lot more like influencer-advertiser relationships. Deals are getting shorter in duration, are constructed with Instagram or TikTok in mind — and, increasingly, are being struck without the involvement of the teams, clubs and tours that traditionally acted as gatekeepers between players and advertisers.

“We are seeing athletes operate a lot more like creators,” said Sophie Berman, head of talent and influencer at Havas Play UK.

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