Red Carpets, Reels and Racing: Athletics Leans Into the Creator Era
Athletes are using social media, brand deals and side ventures to add income as World Athletics and others create space for creators.
- World Athletics hosted a red-carpet event in Budapest on Thursday, featuring floor-length gowns and rhinestone-studded suits as athletes showcased personal brands away from competition.
- With few guaranteed salaries and sponsorship money concentrated among elite athletes, competitors increasingly rely on side ventures to supplement income during typically brief careers.
- Olympic 100 metres champion Noah Lyles recently launched a trading card collection, while former 1,500m champion Jake Wightman co-founded Last Rep Coffee, an official supplier to the event.
- USA Track & Field introduced a dedicated 'content creator zone' at this year's national championships following occasional clashes between traditional media and independent creators in mixed zones.
- Greek pole vaulter Emmanouil Karalis emphasized social media's importance: 'We need that kind of exposure in our sport.' As careers can rise and fall in seconds, athletes are betting on more than medals.
11 Articles
11 Articles
The new athletics format Ultimate Championship is celebrating its premiere this weekend. Before the competition, the athletes stage themselves with a lot of bling-bling – and thus promote brand formation.
Athletics-Red carpets, reels and racing: athletics leans into the creator era
By Lori Ewing BUDAPEST, Sept 11 (Reuters) - As Olympic champions and world record-holders drifted between interview stations at the World Athletics Ultimate Championship media day on Thursday, many had one eye on the cameras and another on their phones...
Channel News Asia
PressNewsAgencyRed carpets, reels and racing: athletics leans into the creator era
BUDAPEST, Sept 11 : As Olympic champions and world record-holders drifted between interview stations at the World Athletics Ultimate Championship media day on Thursday, many had one eye on the cameras and another on their phones.In modern athletics, social media is no longer just a way to connect with fans. A
This Friday, the first edition of the Ultimate World Championships in Athletics, a new competition that will take place from the 11th to the 13th, begins in Budapest.
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