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Aligning Endorsements with Brand Values: A Strategy for Enduring Partnerships Between Brands and Athletes

Quick summary

It’s a corner where both athletes and brands are continually striving for truth and to remain authentic, relevance and impact. Partnerships between brands and athletes have become a crucial marketing strategy. However, not all endorsements yield the same results. For these collaborations to be commercially viable and genuinely impactful, there must be a deep, authentic connection between the athlete's values and the product being endorsed. More recently one of our clients got in a tangle so we explored why these connections are vital to both their brand positioning and the subsequent commercial success of the endorsement.

Action sports ain’t wanting no fakes.

It’s a corner where both athletes and brands are continually striving for truth and to remain authentic, relevance and impact. Partnerships between brands and athletes have become a crucial marketing strategy. However, not all endorsements yield the same results. For these collaborations to be commercially viable and genuinely impactful, there must be a deep, authentic connection between the athlete’s values and the product being endorsed. More recently one of our clients got in a tangle so we explored why these connections are vital to both their brand positioning and the subsequent commercial success of the endorsement.

Authenticity: The Core of Endorsement Success

When brands invest in professional athletes, they are paying not just for visibility but for the authentic connection between the athlete and their target consumers. The athlete often has a stronger pre-existing relationship with their fans than the brand does. As a result, when an athlete endorses a product, consumers look for signals of alignment between the product and the values they associate with the athlete.

For instance, in our internal review of one of our clients’ signature product lines with their professional athletes, we found that while both athletes are high-performing professionals, the commercial outcomes varied significantly. Athlete 1’s signature line performed better in e-commerce sales, not necessarily because their sporting accolades were superior to Athlete 2’s, but because the brand put more effort into integrating their story into the product and brand narrative. Consumers resonated with this alignment and took action at the checkout. Importantly, it won’t happen without this effort.

It’s like the athlete and the signature product are standing alone at the high school dance, but not dancing. Stranded, isolated and not connected. Neither will ask each other to dance, the customer isn’t going to make them dance – the brand needs to create the connection so the magic can start, then this narrative is brought to life and can watch sparks fly! Finding where the commonality of the subsequent value sets of these two dancers is key, and here it offers the audience the most truth. With them dancing to the same tune the Athlete and Signature product will be putting on a show customers will pay to watch!   

This highlights a key lesson for action sport marketers: if the endorsement doesn’t feel authentic, it won’t get them dancing, no matter how famous the athlete is. And even if the endorsement seems to be the perfect match, it won’t dance for the consumer unless you deliver the right type of platform for the storytelling to resonate.  

The Pitfalls of Misaligned Endorsements

A misaligned endorsement can do more harm than good. If a brand is perceived as simply slapping an athlete’s name on a product without a genuine connection to that product’s value, the effort risks being dismissed by discerning consumers. This was part of the challenge we faced with Athlete 2’s signature product. Despite global recognition, the product struggled to resonate because Athlete 2’s personal brand and values did not fully align with the features or positioning of the product.

Another lesson here is clear: a partnership based solely on name recognition or athlete performance isn’t enough. It’s the shared values between the athlete and the product that creates true consumer buy-in.

How Athletes Elevate Brand Positioning

Athletes have a unique ability to elevate a brand’s positioning, especially in the highly competitive and crowded market of action sports. Endorsements should be about more than just product visibility. For example, our work with Athlete 1 and 2 wasn’t merely about associating our products with top athletes; it was about using their personal stories to drive our brand narrative. For Athlete 1, this alignment was clear—their technical performance in sport and the choice of premium, functional product reinforced the brand’s position in the high-performance category. In contrast, Athlete 2’s connection to the product felt less organic, leading to weaker market reception.

What we see here is a direct correlation between how authentically an athlete’s story is linked with the brand’s values and the resulting consumer engagement. The more organic the relationship, the better the outcome for both sales and brand equity.

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The Importance of Market Relevance

Even within the world of professional athletes, not all endorsements will resonate equally across different markets. In our review, Athlete 1’s endorsement resulted in strong online sales but limited traction in his local market. Conversely, Athlete 2’s, despite being a strong athlete, struggled to move product in a way that aligned with their broader brand power. This discrepancy reinforces the importance of not just choosing the right athlete, but also understanding how their influence plays out in different market segments.

To tackle this issue, we considered redirecting some of our efforts toward Athlete 3, another athlete whose market reach was quadruple that of Athlete 2, though not even close as far as technical performance. In this case, Athlete 3’s broader appeal and existing brand partnerships offered more opportunities for collaboration and commercial success, the consumer doesn’t care so much about the technical superiority. This strategic adjustment highlights the value of leveraging an athlete’s market influence, beyond just their technical performance, to maximise the partnership’s potential. Remaining agile in who to align with is key, sometimes just because in theory it checks out – it doesn’t mean it’s the best option.

Crafting Endorsements That Last

To ensure long-term success, brands must consider several factors when entering into endorsement deals with athletes. First, the product being endorsed must be one that the athlete genuinely uses and believes in. Consumers can easily spot a contrived partnership, which can damage the credibility of both the athlete and the brand.

Secondly, the athlete’s values and lifestyle must align with the brand’s positioning. For example, in action sports, consumers tend to look up to athletes for more than just their performance—they value the lifestyle, authenticity, and mindset these athletes represent. Therefore, the brand should ensure that the athlete’s story and the product’s narrative reinforce each other. This creates a symbiotic relationship where the endorsement boosts both brand equity and product sales.

Finally, the relationship should focus on building long-term value rather than short-term gains. While immediate sales can be important, true endorsement success lies in increasing brand equity and clarifying the brand’s positioning within the marketplace.

A Call for Strategic Alignment

For action sport brands looking to partner with athletes, the key to success lies in more than just choosing the biggest name. It’s about finding the right fit—a partnership where the athlete’s values, the brand’s story, and the product being endorsed all align seamlessly. This authentic connection creates a powerful endorsement that resonates with consumers, enhances brand equity, and drives commercial success.

At COG Branding, we help brands in the action sports space navigate these complex partnerships, ensuring that every endorsement not only sells products but also strengthens the brand’s long-term positioning in the market.

 

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Luke Sullivan

Luke Sullivan is a brand marketing expert that specialises in a small business. Active as the COG Branding Managing, you can reach Luke Sullivan on his LinkedIn profile.

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