Marketers are looking for relatable figures

Student athletes are just one example of figures audiences find relatabe and we’ve been covering that this week.

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Good morning, Marketers, and what do you think about the opportunities student-athletes are getting under new Name, Image and Likeness (NIL) agreements?

As we’ve been covering recently, brands are taking this opportunity to throw attention on important causes and to shine a light on athletes that so many sports fans love to watch compete. 

For any marketers paying attention to the kinds of stories being told with these talented and inspiring people, these aren’t your typical highlight-driven sneaker and sports drinks ads. That’s because the stars aren’t professional athletes. So far, more attention has been paid to the full student-athlete, giving education and life after sports an important role in the narrative. 

This makes student-athletes more relatable to a brand’s audience, and taps into what younger consumers value in a well-rounded brand message. They aren’t just buying your product, they want to make sure they align with your brand’s values.

Chris Wood,


Quote of the day: “Marketing operations is responsible for opening the box and showing everyone what’s behind the curtains. Doing this is the only way to earn the trust and support necessary for sustainable, predictable growth.” Tim Parkin, marketing consult

The post Good morning: Marketers are looking for relatable figures appeared first on MarTech.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.