Overview

Professional athletes are more than performers – they are sports brands, and data is the key that will identify, optimise, measure and predict their value. In the multi-billion-dollar sports industry, why do just 5% of professional athletes successfully transform their talent into enduring brands? For business leaders navigating the intersection of sports, marketing and technology, this essential guide reveals how the emotional connections athletes create – memories that last decades beyond their final performances – represents vastly untapped commercial potential. While icons like Beckham, Jordan and Serena Williams have mastered this transition, over 95% of the world's 400,000 professional athletes fail to capitalise on their brand value. At the heart of this transformation lies data – the critical element that will enable the next generation of athletes and their representatives to secure sustainable futures commensurate with their extraordinary dedication and sacrifice. The book offers a comprehensive framework for: Quantifying and monetising an athlete's emotional impact on audiences. Extending career value far beyond the typically brief window of peak performance. Leveraging data analytics to identify, build and optimise athlete brand potential. For sports executives, marketers, agents and forward-thinking business leaders, this book provides the strategic blueprint for revolutionising how we value, develop and maximise the full potential of athletic talent in today's data-driven marketplace.

Full Product Details

9781041193302

Table of Contents

Reviews

""Fiona displays a clear passion to help athletes become a brand. She uses engaging examples to bring the book to life and simplifies each chapter so they’re easy to understand. It's researched thoroughly, backed up by expert insight, and her tips, advice and suggestions will help so many sportspeople achieve their maximum potential. A must-read for all athletes and their representatives."" Gregg Evans, Journalist, The Athletic ""The modern playbook for athletes to turn performance, data, and self-awareness into lasting brand power."" Nicholas Whittle, Sports and Entertainment Business Strategist, FIFA Licensed Football Agent ""Fiona has homed in on the athlete as a brand and the complex world they embrace on and off the pitch, field, court - she weaves together the connectivity of sport, data, and personal development in a way every modern athlete should understand. This is the playbook for athletes who want to understand what the data shows and take ownership of the trajectory of their career, and the agents and representatives who support them."" Bess Brodsky, Career Strategist, Columbia University Sports Management

Author Information

Fiona Green has operated in the professional sports industry for over 38 years, representing sports rights owners around the world and at both global and national levels. She is considered a thought leader in the sports industry in areas such as data management and analysis, data legislation, fan engagement, business transformation and the digital ecosystem.

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