From the U23 phenomenon: Charting the course for building a sports KOL brand

The rise of athlete influencers

The U23 football team’s success has catapulted many of its players to social media stardom. Among the top 30 most interactive KOLs, 12 are members of the U23 team, with goalkeeper Bùi Tiến Dũng, striker Hà Đức Chinh, and defender Bùi Tiến Dũng leading the pack. This surge in popularity begs the question: how can we effectively leverage their influence and build their personal brands?

Global perspective: Social media’s impact on athlete branding

Before delving into the development path for Vietnamese sports KOLs, let’s examine how top global athletes are harnessing social media to their advantage.

Follower count influencing transfer value

In today’s digital age, where content is abundant and attention spans are fragmented, fans are increasingly turning to social media to stay connected with their favorite clubs and players. Recognizing this shift, clubs are leveraging social media to engage fans, foster discussions, and expand their reach globally.

Furthermore, social media presence has become a significant factor in determining a player’s transfer value, salary, and endorsement deals. Athletes with large and engaged followings are highly sought after, as they can bring significant exposure and marketing opportunities to clubs and sponsors. This has led many athletes to actively cultivate their online image, with some even hiring dedicated social media teams.

Examples of successful athlete branding

• Tiemoue Bakayoko: Upon joining Chelsea, Bakayoko brought his own video production team to document his life in England.
• Paul Pogba, David Luiz, Mesut Özil: These star players have all invested heavily in building their social media presence.
• Juan Mata: Unlike most of his peers who focus on Facebook, Mata has carved out a niche for himself by creating his own YouTube channel with original content.

Competition among social media platforms

The battle for athlete-generated content is fierce among social media platforms. Facebook, for instance, launched Facebook Watch in 2017 and actively sought partnerships with prominent footballers to secure engaging video content.

Vietnam: Focusing on long-term sustainable growth

The U23 phenomenon provided a much-needed boost to social media marketing in Vietnam, generating millions of organic engagements and introducing a new wave of influential KOLs. However, the challenge lies in maintaining this momentum and building sustainable personal brands for these athletes.

Dual role: Athlete and content creator

Athletes must now navigate the dual role of being both a sportsperson and a content creator. While on-field performance can contribute to their online popularity, it doesn’t guarantee a successful social media presence.

Moving beyond awareness

Currently, most athlete endorsements on Facebook focus on raising product awareness through massive reach. However, true influencer marketing involves leveraging the relationship between the influencer and their followers, building trust and fostering a loyal community. This requires a consistent, unique, and engaging online persona.

Key factors in building a sports KOL brand

1. Growing follower base: A large and engaged following is crucial for attracting sponsorships. This requires a strategic approach to reach new audiences, with some European clubs employing sophisticated software to identify and connect with potential fans.
2. Data analysis: Collecting and analyzing data on follower demographics, interests, and preferences is essential for tailoring content and brand messaging.
3. Authority: Successful KOLs are those who inspire trust and are seen as authentic by their followers. This requires a balance between showcasing their true personality and maintaining a professional and consistent brand image.
4. Relevance: Ensuring alignment between the athlete’s image and the endorsed brands is crucial. This requires a data-driven approach to identify the right partnerships and avoid relying solely on intuition.
5. Content strategy: Creating high-quality, engaging content that resonates with the target audience is key to building a strong online presence. This includes a mix of personal insights, behind-the-scenes glimpses, and sports-related content.

Examples of Vietnamese athlete KOLs

• Bùi Tiến Dũng: With a predominantly female fanbase, his content focuses on his life off the field, making him a suitable fit for lifestyle and fashion brands.
• Đặng Văn Lâm: His predominantly male fanbase engages with his sports-related content, making him a good match for sports brands and activations.

By carefully considering these factors, Vietnamese athletes can effectively build their personal brands, attract lucrative endorsements, and further elevate their status as sports KOLs