It’s Time for Brands to Stop Wasting Money When Sponsoring Athletes
What we call the “money slide”
Brands should stop wasting money sponsoring athletes? That might sound like a strange thing for The Branded Athlete to say. But it’s not when you think about it.
Most brands look at athletes as, well, just athletes. Their sport, their position, their performance. As a result, they miss out on the richer human nature of the athlete. Even worse, they miss out on wildly relevant sponsorship opportunities because they don’t see the full picture.
We’re here to eliminate that blind spot for the mutual benefit of both athlete and brand. Here’s why that matters.
Ally Sentnor is more than the #1 draft pick
Take women’s soccer phenom Ally Sentnor. You probably knew she was the #1 draft pick in the NWSL, now playing for the Utah Royals. You might also know she’s a rising star on the U.S. Women’s National Team. Most brands looking to sponsor athletes know that too.
But did you know she writes heartfelt handwritten notes to her friends, teammates, and family? Or that she’s a passionate foodie who loves bringing people together in the kitchen? Or that after tearing her ACL at UNC, a moment that could have ended her career, she committed to becoming the best rehabber of all time. She came back stronger and never looked back.
We don’t blame you for not knowing all that about Ally. But that’s exactly the point.
Without a process to uncover and articulate these things, brands will never know either. And Ally would be seen as just another outstanding soccer player, rather than the deeply grounded, multidimensional person she is. Where each “dimension” is a potential sponsorship in wait.
Authenticity: when it’s who you are, not just what you are
We, Darren Feeney and Will Burns, created The Branded Athlete with a single goal in mind: help athletes tell their full story.
With deep backgrounds in advertising, sports marketing, and branding, we’ve developed a methodology that uncovers the “other dimensions” that make an athlete who they really are. These aren’t just personality traits. They’re beliefs and behaviors that can inspire a larger brand idea and unlock new types of partnerships that feel aligned and authentic.
Ally’s journey through The Branded Athlete process is a perfect example. With her “Made for More” brand idea and core beliefs around food, gratitude, and resilience, she’s positioned to partner with brands in areas like cooking, lifestyle, wellness, and mental strength. Not just sports apparel or energy drinks.
The process was recently completed, but we’re already confident it will lead to sponsorships that are longer lasting, more personal, and more powerful for both Ally and the brands that choose to work with her.
athletes, join us
We invite athletes like Ally to explore this site, learn about our process, and reach out.
Because once we uncover and articulate your truth, magic happens. Sponsorships become more aligned. Partnerships go deeper. And the leverage starts to shift in your favor.
The Branded Athlete. It’s who you are, not just what you are.