TALENT WON'T PAY YOU
Why sponsorships depend on your brand, not just your results.
Dear Insider,
Welcome to the April edition of The Influence Insider, where athlete brands meet strategy, structure, monetization, and better storytelling.
This month’s feature - “Talent Won’t Pay You” - challenges one of the most persistent myths in modern sport: that talent alone leads to sponsorship. It doesn’t. Sponsors aren’t just buying performance (or brand visibility); they’re buying positioning, clarity, and alignment. Whether you’re an athlete, agent, sports executive, or brand builder, this one’s for you.
We’ve also included insights into how athlete-led media empires are growing, how activism is evolving, and which athlete marketing roles are currently open across the US, UK, and Germany.
As always, thank you for reading and sharing.
Let’s build better athlete brands,
Thomas
TALENT WON’T PAY YOU
Why sponsorships depend on your brand, not just your results
What sponsors are buying, and how athletes can stop hoping for income and start building for it.
So, … are you saying being great at your sport doesn’t matter anymore?
Let’s be clear: talent still matters. But the idea that it automatically leads to revenue? That’s the biggest myth in modern sports. And for many athletes, it’s the reason they’re still chasing one-off deals, not building long-term value.
This is the Sponsorship Trap. The seductive belief is that if you win enough, post occasionally, and stay visible, brands will come knocking. However, in today's market, that approach isn't only outdated but also risky.
Just look around. Logan Paul isn’t the world’s best fighter, but he’s earned more than most champions. The Savannah Bananas aren’t the best baseball team, but they’ve built a wildly entertaining experience that fans love. The Cavinder twins? They’ve pulled in massive NIL deals. Are they talented? Obviously, yes. However, their earnings reflect not only their athletic ability but also their brand value! They’re all getting paid for their positioning, not just their performance.
The Sponsorship Trap: Talent ≠ Revenue
For years, the formula seemed simple:
Talent → Visibility → Sponsorship
But the truth? Many of the most successful athletes aren't the best on the field. They're the best positioned off it. Relative success is no longer enough. Media is fragmented, fans are distracted, and brands are demanding more. Visibility doesn't guarantee value. Instead, athletes are judged by what they represent, how they communicate, and whether they can convert attention into action. You can train for years to reach the top and still watch someone with half your talent out-earn you. Because brands pay for clarity, not just performance.
What sponsors actually pay for
Let’s break a few assumptions:
Sponsors aren’t paying for your highlight reel. They’re paying for your clarity. They’re not buying your followers. They’re buying your influence and your brand fit. Brands want clear alignment, predictable outcomes, and data they can take to the boardroom.
Here’s the shift:
Instead of podium finishes, they want narrative clarity.
Instead of big social followings, they want engaged niches and audience insight.
Instead of star power alone, they want alignment with brand values.
Instead of just posts or presence, they want activation tools, measurable value, and the confidence that their investment can be justified.
What they are really asking:
Who does this athlete reach?
What do they stand for?
Can we activate them efficiently?
The provocative truth? If sponsors can’t see how your story aligns with theirs, they won’t spend a cent.
Performance ≠ Positioning
It’s time to evolve the formula:
Talent x Strategy x Structure = Sponsorship readiness
Think of it as ‘sponsorship due diligence.’ Without a clear structure, audience insight, brand story, or activation plan, it’s difficult for even the most interested sponsor to say yes. Athletes will no longer be able to monetize solely on the basis of their athletic potential. Only a well-positioned, well-packaged, and purposeful brand is likely to evolve performance into payment. This is where many athletes still fall short and where those behind the scenes must step up. Whether you're an agent, manager, advisor, or sponsor, your job isn’t just to sell promises anymore. It’s about building preparedness: a strategy for positioning, storytelling for resonance, infrastructure for consistency, and offers that go beyond sponsorship.
Why athletes still hope for sponsors
Let’s be honest: Athletes still chase sponsorships because they’ve been conditioned to see them as the ultimate validation. But beneath that is something more vulnerable:
“I don’t want to look like I’m trying too hard.”
“I don’t know where to start.”
“I thought my talent was my value.”
The confronting reality is that hope is not a very reliable monetization strategy. Without systems, many athletes feel forced to wait, post, and wish.
From talent-based access to value-based ownership
Sponsors reward talent. Fans reward value. But only one of those paths gives you control. Sponsorship is still powerful. But it’s external. Temporary. Conditional. Direct-to-fan models are internal. Scalable. Owned. Athletes who build newsletters, gated communities, content ecosystems, or automated email lists are no longer waiting for relevance. They’re engineering it. They’re not just building engagement; they’re building owned IP that isn’t tied to someone else’s platform or schedule. Your sport lends you credibility and, in some cases, even visibility. But your story, systems, and self-awareness build your future. Crucially, direct-to-fan success also doesn’t depend on talent alone. It depends on the value you offer.
Strategic takeaways
For agents, managers, advisors, and sponsors:
Stop selling potential. Start building clarity.
Invest in brand systems early (digital, content, automation)
Elevate athletes from ‘pitchable’ to partnership-ready
For Athlete Brand Builders:
Understand why fans support their favorite athletes.
Don’t just hope for deals: build the assets that create them.
Own your message. And make sure fans have a way in.
At the elite level, talent is a given. Hard work is expected. That combination makes athletes exceptional, but it doesn’t automatically make them money. Too many athletes still leave sports frustrated, misunderstood, and undervalued, not because they weren’t good enough, but because they never truly understood the industry.
Own the game beyond the game.
Sport isn’t just competition. It’s not just your passion. It’s a business. Athletes who build value, structure their brand, and own their platform won’t just be remembered; they’ll be ready.
How 'Playmaker' built a $25M athlete media empire
Founded by Brandon Harris, Playmaker gave athletes control of the mic and the message. By focusing on authentic talent, short-form video, and smart distribution, the company turned athlete-hosted podcasts into a $25 million media business. It was acquired by Better Collective in 2024. Written by Leo Zevin for Entrepreneur Media.
Why black athletes say their voices are needed now more than ever.
First published in late February but still very relevant, this The Associated Press article by Alanis Thames highlights how Black athletes: from Natasha Cloud to Jaylen Brown, continue to use their influence to challenge injustice. With diversity and inclusion efforts under pressure in the U.S., including policy rollbacks under Trump, their platforms carry renewed urgency.
United States:
Fanatics
New York, NY, USA
Skechers
Athlete Marketing Manager – Team Sports
Manhattan Beach CA, USA
Mountain Hardwear
Brand Marketing Specialist – Partnerships & Athletes
Richmond CA, USA
The Iron Man Group
Manager Athlete Services – World Championship
Kailua-Kona HI, USA
Under Armour
Specialist Athlete Marketing Football
Baltimore MD, USA
Red Bull
Santa Monica, CA, USA
Nike
Beaverton, OR, USA
Puma
Senior Marketing Manager Sportstyle & Hoops
Somerville, MA, USA
United Kingdom:
SERV Recruitment
London England, UK
Germany:
Adidas
Herzogenaurach, Germany
Sportfive
Senior Sales Manager – Global Athlete Marketing
Hamburg, Germany
Get your copy of The Athlete Brand Book.
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