How To Leverage Social Media To Launch A Business Career As An Athlete

Key Concepts

• Super Bowl Evolution: The dramatic growth in size, scope, and business opportunities surrounding the Super Bowl over the past three decades.
• Athlete Brand Building: Leveraging Super Bowl week for player brand development, securing endorsements, and exploring investment opportunities.
• Post-Career Planning: Strategies for athletes to transition successfully into business, broadcasting, or other ventures after their playing careers.
• Agency Adaptation: How agencies are evolving to provide comprehensive services in a changing landscape, including digital marketing and PR.
• Emerging Sports: The growing opportunities in niche and women’s sports like flag football, pickleball, and padel.
• NFL Innovation: The NFL’s continuous efforts to expand its audience and explore new revenue streams.

The Evolving Business of the Super Bowl & Athlete Brand Management

This discussion with Russ Spielman, EVP at GSC Worldwide, details the significant evolution of the Super Bowl as a business opportunity and the strategies for athletes to maximize their potential during and after their playing careers. The conversation highlights the increasing complexity of athlete representation and the need for agencies to adapt to a rapidly changing landscape.

I. The Super Bowl: From Radio Row to a Ten-Day Extravaganza

Spielman emphasizes the dramatic growth of the Super Bowl experience over his 33 years of involvement. What began as “Radio Row” has transformed into “Media Row,” signifying a broader media presence. The duration of the event for business purposes has doubled from a four-to-five-day trip to a ten-day commitment, reflecting the expanded scope of activities.

He notes a shift in player engagement, stating, “players are just more interested in going because now they have a smarter approach to business and they understand being here and meeting people and getting in the right rooms is going to help benefit them too.” This indicates a growing awareness among athletes of the value of networking and brand building.

II. Opportunities for Active & Retired Pros

The opportunities for athletes at the Super Bowl are diverse, ranging from traditional media tours sponsored by NFL partners to private corporate hospitality events and experiential activations. Spielman describes these as encompassing “the gamut,” including:

• Sponsored Media Tours: Players fulfilling media obligations for sponsors, receiving compensation for appearances.
• Corporate Hospitality: Exclusive dinners and events catering to corporate clients.
• Experiential Marketing: Brand activations where players interact with fans and promote partnerships.
• Ambush Marketing: Companies attempting to capitalize on the Super Bowl buzz without being official sponsors.

III. Monetizing Presence: Dollars & Cents for Players

Spielman addresses the financial potential for players attending the Super Bowl, particularly those who may not be high earners on the field. He estimates that a player with hustle, a good agency, personality, and a strong social media presence can earn “mid five figures to six figures” during Super Bowl week.

He differentiates between building name recognition through press appearances and securing paid engagements based on personality, on-field accomplishments, and overall marketability. The key is to leverage the Super Bowl’s “megaphone” effect, amplified by social media.

IV. From Media Appearances to Long-Term Investments: Real-World Examples

The conversation highlights how Super Bowl week interactions can translate into significant opportunities beyond immediate earnings. Spielman recounts instances where casual conversations during media appearances have led to:

• Endorsement Deals: Brands recognizing a player’s appeal and offering sponsorship agreements.
• Equity Investments: Players securing investments in companies aligned with their interests.
• Philanthropic Partnerships: Increased awareness and support for players’ charitable endeavors.

V. Steve Young: A Case Study in Post-Career Success

Steve Young’s experience at the Super Bowl, particularly with the event returning to the Bay Area, serves as a compelling case study. His week included:

• Corporate Partnerships: Collaborations with Sutter Health, including girls flag football clinics.
• Coaching the Pro Bowl: A high-profile opportunity to engage with current NFL players.
• NFL Honors: Recognition for his contributions to the game.
• On-Field Recognition: Being honored before the Super Bowl itself.

Spielman emphasizes Young’s success extends beyond football, stating he is “a managing partner of a multi-billion dollar private equity fund,” positioning him as a prime example of a successful athlete transitioning into the business world. He contrasts Young’s post-career success with the earnings of many current players, noting that Young’s post-playing career achievements have surpassed his on-field income.

VI. Guiding Athletes Towards Post-Career Success: A Playbook for the Future

Spielman outlines the evolving approach to post-career planning for athletes. The traditional path of transitioning directly into broadcasting is being supplemented by proactive engagement in business ventures during their playing careers. He notes the influence of players like Tiki Barber and Michael Strahan, who began building their media careers while still active.

The agency’s strategy involves:

• Understanding Long-Term Goals: Identifying players’ aspirations beyond football.
• Local Networking: Encouraging players to connect with business leaders in their communities.
• Proactive Engagement: Facilitating opportunities for players to gain experience in their desired fields.

VII. Reducing Friction & Maximizing Opportunities: Agency Logistics

Spielman addresses the logistical challenges of balancing an athlete’s demanding schedule with business opportunities. He highlights the regimented nature of the NFL schedule, particularly the relatively free time between Monday night and Wednesday, which allows for strategic scheduling of meetings and appearances.

He emphasizes the importance of convenience for brands, advocating for shooting on the athlete’s time and leveraging technology like Zoom to facilitate remote engagements.

VIII. Sports Landscape & Agency Adaptation

Spielman acknowledges the increasing competitiveness of the agency business, particularly with the consolidation of larger firms. GSC Worldwide positions itself as “right-sized,” offering a balance between personalized service and comprehensive capabilities.

He notes the growing importance of digital marketing, PR, and in-house graphics capabilities, highlighting the need for agencies to adapt to the evolving needs of athletes. He also points to the democratization of opportunities through NIL (Name, Image, Likeness) deals, increasing competition for athlete representation.

IX. Emerging Sports & Future Growth

Spielman identifies significant opportunities in emerging sports, particularly women’s sports, flag football, pickleball, and padel. He believes that the growing audience and interest in these sports create a fertile ground for athlete endorsements and partnerships. He states, “being the biggest fish in a very small pond is still a great way to operate, too.”

X. The NFL’s Continuous Innovation & International Expansion

Spielman concludes by praising the NFL’s relentless pursuit of innovation and audience growth. He cites the inclusion of Bad Bunny, performing in Spanish, as an example of the league’s commitment to expanding its reach and embracing diversity. He emphasizes the NFL’s focus on international expansion and the agency’s efforts to align with these initiatives.

Conclusion:

The conversation with Russ Spielman provides a comprehensive overview of the evolving business landscape surrounding the Super Bowl and athlete representation. It underscores the importance of proactive brand building, strategic post-career planning, and agency adaptation in a dynamic and competitive market. The NFL’s continued innovation and the emergence of new sports present exciting opportunities for athletes and agencies alike, requiring a forward-thinking approach to maximize potential and achieve long-term success.