Is the commercial value of talent shifting? Mark Middlemas, CEO of The Athlete Media Group spoke to Matt about the evolving role of athletes in branding.

In the past, brands saw talent as mere figures to endorse products. But now, it’s about weaving authentic stories that resonate. The world of creators, influencers and elite athletes has exploded, creating a blend that offers brands unique opportunities.

Athletes today are more than just faces; they’re relatable stories that connect deeply with audiences. This authenticity is what brands crave. It’s about finding the right athlete who can genuinely represent their values and mission.

As Mark points out, it’s crucial for brands to understand what they want out of these relationships. It's not just about transactions; it’s about building long-term partnerships that thrive on authenticity.

Chapters:

0:00 Intro: The commercial value of talent

0:34 How brands now view athletes, creators and influencers

2:54 Why authentic athlete stories matter to major brands

4:43 Moving beyond name value and PR announcements

5:39 How brands and athletes find the right commercial fit

6:39 What Athlete Media Group does for sporting talent

8:05 Why brands should think beyond social media posts

9:32 Budgets, briefs and building long-term partnerships

10:54 Protecting athletes from the wrong brand deals

12:44 Measuring success: sales, brand value and authenticity

14:32 What brands look for in long-term athlete relationships

17:21 Why in-person relationships still matter in marketing

19:45 AI, content creation and the future of athlete profiles

22:43 Quickfire: gold medallist or creator with millions of followers?

24:07 Do brands overpay for fame or underpay for influence?

25:52 Advice for people wanting to work in athlete management

27:32 Final thoughts and wrap-up