Champions: From Medal to Brand
The world’s highest-paid athletes have been earning more from advertising than from competitions for many years now. Their personal brand garners as much attention as their training. An athlete’s media presence goes a long way to determining the commercial success of clubs and competitions. In our country, sports heroes have historically been held up as examples for the young generation, but how can we actualize their functionality with an eye to the goal of popularizing sports and attracting extra-budgetary funds to sports? How should we form an athlete’s media image and open up lines of communication with the press and the audience? What creative approaches should be employed in the promotion of competitions? How do champions’ schools and participation in social projects influence the development of personal brands? How do major clubs deal with media exposure? What requirements do potential partners have for athletes? In recent years, many reputable executives and popular bloggers promoting healthy lifestyles on social media have also become full-out sports ambassadors. What approaches should athletes borrow from them and would collaboration between them be possible?
Vasily Konov, Deputy General Producer, Match TV
Arina Averina, 5-time World Rhythmic Gymnastics Champion
Dina Averina, 18-time World Rhythmic Gymnastics Champion
Yury Krasovsky, President, Liga Stavok (a bookmaker company)
Nikita Mazepin, Russian Racing Driver
Oleg Matytsin, Minister of Sport of the Russian Federation
Nikita Nagornyy, Olympic Champion in Artistic Gymnastics; Founder, Gymnastic Club "Academy of Champions of Nikita Nagornyy"
Evgeny Rylov, Two-time Olympic Swimming Champion
Alexey Stolyarov, Blogger
Front row participant
Samira Mustafaeva, Blogger; Co-Founder, Main Coach, SM Stretching Studio