The Difficulties and Benefits of the Powerful Sports Marketing World
By Tyrone Tibbitts

Sports marketing companies are powerful hybrids of sports agencies and marketing firms. These companies strive to connect the best athletes with the best brands. With an abundance of brands and products, there is a proper marketability for every athlete. The key to creating a positive partnership between an athlete and brand is choosing the right athlete for the right brand. An athlete's personality, hobbies, and characteristics are vital in creating a consistent and lasting image for the brand.

An athlete's quality and promotional power is no longer solely based on his or her athletic talent. The modern day celebrity-athlete is asked to set examples for our youth, create a respectful persona for themselves, and also excel in the world of media and entertainment relations. With young, creative, and experienced marketing teams, sports marketing firms specialize in identifying and capitalizing on a professional athlete's marketing appeal. Every athlete is a person with favorite brands, products, and hobbies; the aligning of those exact or similar brands with the athlete to target fans and certain audiences offers great mutually beneficial and lucrative relationships.

With such a handful of potential brands and relationships, a strong sports marketing firm has no strict qualifications for an athlete to represent. Although the opportunities for athlete and brand connections are endless, the athlete's behavior and off field or court autonomy are crucial. Sports brands and companies place their reputations, company name, and respectability on individual athletes; it is certain that these companies and brands are looking for mature and well grounded people to represent their name and products.

Again, the power of these firms have is insurmountable and always growing with the constant merging of the celebrity and athletic worlds into one. With this great and central power, such firms must be aware and cautious of how athletes' personalities are portrayed and aligned with leading brands. The sports marketing business is a difficult and vast industry to establish oneself in, but if done correctly, morally, and thoughtfully, the potential successes and benefits are endless.

Tyrone Tibbitts is a marketing student with a strong interest in sports, marketing and broadcasting. He is following Dave Meltzer Sports 1 Marketing CEO to learn the ropes in sports marketing.

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