Most brands start off by targeting a niche market before they go for the masses. Coke was originally a patent medicine targeted at those with health ailments before it went on to appeal to a broader market.
For athletes it’s the other way around.
Athletes often burst on the scene appealing to a broad demographic which allows them to capitalise on a number of sponsors across different markets. But if they want to continue a successful brand post retirement they must concentrate on appealing to a niche market.
At the peak of an athletes career it’s easy to be everything to everyone. But eventually they will lose the qualities that made their brand and they will have to adapt and narrow their target market to attract sponsors.
So the trick to prolong the brand life of any athlete is to move into a niche market – make their name stand for something.
When you think Robert de Castella you think health and nutrition. When you think Nicole Livingstone, you think expert swimming commentator. When you think Greg Norman, you think business and golf course design.
For athletes nearing the end of their career, work on aligning yourself with a very niche passion that will stand you out from the crowd. Give your name credibility in one special area and watch as your popularity continues (albeit in a smaller market).
