Lack of Control: How Athletes Can Take Charge of Brand Partnerships & Endorsements

For most, securing brand partnerships and endorsements is a dream come true.

However, the reality can be frustrating—brands often dictate the terms, and athletes may feel they have little control over their public image. From restrictive contracts to misaligned sponsorships, the struggle is real. But taking back control is possible. This guide will help you ensure your partnerships reflect your values and serve your long-term brand goals.

There is a power shift in Athlete branding

Traditionally, brands held all the power in sponsorship deals, dictating messaging and creative direction. However, the rise of social media and athlete-led content creation has shifted the balance.

Athletes like Raheem Sterling and Marcus Rashford have demonstrated that when athletes own their narrative, they gain leverage in brand negotiations. The key is to proactively shape your brand before brands define it for you.

Identifying the right partners means thinking beyond the paycheque A lucrative deal isn’t always the best deal. The wrong partnership can damage your credibility and alienate fans.

Checklist for Ideal Brand Partnerships:

• Aligned Values: Does the brand’s ethos match your beliefs?

• Authenticity: Would you use the product/service even without a deal?

• Audience Fit: Does the brand’s customer base overlap with your fanbase?

• Creative Control: Are you allowed input on how you’re represented?

Athletes who understand their brand’s value gain greater say in negotiations. So you must build your negotiation power as you do you do your body - you must know your worth long before you try to leverage your brand to commercialise it.

📊 Leverage Your Metrics: Engagement rates, audience demographics, and brand affinity data are powerful negotiation tools.
💰 Diversify Revenue Streams: Relying solely on sponsorship income weakens your position—consider merchandise, personal ventures, or speaking engagements.
📖 Education is Key: Take courses or seek mentorship on business negotiation.

UK boxer Anthony Joshua structured his sponsorship deals to include long-term equity stakes in brands rather than short-term payments. He also famsouly included exit and renegotiating clauses based reaching performance KPI’s keeping his position nimble.

You can’t overestimate the value of legal protection - you must safeguard your brand

A poorly structured contract can lock you into damaging obligations.

📝 What to Watch for in Endorsement Contracts:

• Exclusivity Clauses: Does the deal limit future partnerships?

• Usage Rights: Can your image be used indefinitely without further payment?

• Performance Conditions: Does injury or loss affect your contract terms?

Solution: Work with a sports lawyer (or an Agent who has access to one) that specialises in endorsements to avoid common pitfalls.

“If you don’t own your story, someone else will
- and you won’t like how they tell it”

A strong personal brand gives you leverage in choosing the right partnerships.

🎯 Define Your Identity: Clearly articulate your values, interests, and mission.
📢 Communicate Authentically: Engage with fans to establish trust and credibility.
📸 Consistent Branding: Ensure your messaging across platforms aligns with your long-term goals.

Example: Lewis Hamilton actively shapes his brand identity, using his platform to advocate for environmental issues, which influences his choice of sponsors. Even when he announces new global partnerships with exciting new brands and media platforms it is of little surprise, you could probably list a dozen other brands he is a suitable match for yourself - this is the power of this brand.

Maintaining Authenticity: The Long-Term Game

🔄 Turn Down Deals That Don’t Fit: It’s better to say no than to damage credibility.
💬 Control Your Messaging: Work with brands that allow input in content creation.
🎥 Use Your Own Platforms: Social media gives you direct control over how you promote partnerships.

Did you know? Mo Farah turned down sponsorships that conflicted with his personal values, preserving his long-term brand strength.

To ensure brand partnerships align with your career and values:
✔ Choose brands carefully, prioritising authenticity.
✔ Strengthen your negotiation position with data and diversification.
✔ Protect yourself legally with well-structured contracts.
✔ Own your personal brand to attract the right deals.

Successful athletes don’t just sign sponsorships—they strategically align them with their long-term goals.