When athletes become brands

Background and objectives

For several years now, football clubs have understood that sport is becoming increasingly important to the public and is thus increasing their advertising revenues thanks to clever merchandising. Professional players and high-level athletes in general have also recently distinguished themselves from the competition by developing their own personal “brands” to satisfy their biggest fans. In keeping with this trend, Manchester United and French national team player Anthony Martial also sought to improve the visibility of his personal brand and offer his community of fans a unique experience.

Insight

Fans are almost “addicted” to their favorite professional players and follow them closely. They try to stay constantly informed about the live statistics of their favorite players and know almost everything about them. Some of the most die-hard fans even feel the need to be unbeatable when it comes to trivia about their favourite player.

Solutions 

Buzznative created and designed the new “AM9” personal brand for Anthony Martial. We also developed a new website that integrated the Opta solution that broadcasts his live statistics .