With social media, athletes now have access to powerful tools to build their personal brands.
Athletes are negotiating greater contractual freedom to build and leverage their own personalities beyond the team they represent. Concurrently, we are entering the “post‐privacy”era. Nothing happens outside of camera range. If an athlete brushes off a fan’s request for an autograph, stumbles drunkenly out of a bar or gives a passerby the finger, you can bet that it will be Tweeted within minutes and grainy cellphone footage will find its way onto YouTube
Canadians have an ambivalent relationship with celebrity culture. We respect Sidney Crosby (because he doesn't take himself too seriously) but mock Celine Dion (because she does).
For athletes seeking to build a personal brand, for sponsors seeking to leverage the athlete brand, and for NFPs seeking alignment with an athlete, there are opportunities and there are pitfalls
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