- THE NUTMEG
- Posts
- Nutmeg Newsletter #14
Nutmeg Newsletter #14
Lessons from Messi’s Brand Manager 📲
Welcome to the Nutmeg, each week, you can expect: Exclusive previews of major football events – Spotlight features on top football creators – In-depth analysis of trending football culture.Delivered as consistently as Beckham’s crosses.
A soccer newsletter brought to you by Socceroof and FootyTutor
Hi team! Today we have something special for you.
One of our goals is to provide you with unique insight into the lives of various authorities in the football world. Not only to give you access to their high-level thoughts, but also to inspire you to turn your passion for football and sports into a career. Today we feature someone who has done exactly that. Let’s get into it!
THOMAS VAN SCHAIK
Role in Football: Athlete Branding Consultant
Background:
Thomas has extensive experience in sports industry since age 14
Worked for PSV Eindhoven, Adidas (15 years), Dutch Olympic Committee
Started consultancy "The Athlete Brand" to help athletes build better brands
Wrote a 600-page book on athlete branding during COVID-19 pandemic
Q&A:
Q: "You've had an impressive career in sports marketing, working with some of the world's top athletes. What inspired you to pursue a career in this field, and how did your journey begin?"
A: Thomas made it clear that he truly always followed his passion. He said, “I am a big believer in sport, and I'm a big believer in the power of sport.” He then went on to mention the various positive aspects of sports in general; he said sports is one platform that teaches you:
That together we each achieve more
To win with grace
To play by the rules
To lose with elegance
To respect authority
He went on to say, “In sports, we sell hope, we sell ambition. It’s lovely, it’s a lovely industry to be in.
Q: "From your perspective, is there one significant moment that has defined the sports industry?"
A: Thomas explained that there were a few periods that defined the evolution of sports. He outlined them as:
Transition from local event-based business to television-based industry
Rise of 24-hour broadcasts and lifestyle documentaries about athletes
Shift to brand-led, athlete-centric, and data-driven industry
He then explained the latest phenomenon, which is the rise in power of athletes' branding. No longer do fans stay loyal to sports teams, but they follow their favorite athletes from team to team. To see the power of the athlete, just look at the cumulative social media followers of the top 5 leagues (NFL, Premier League, MLB, NBA, La Liga), which are dwarfed in comparison with the top three athletes, Ronaldo, Messi, and Neymar.
Q: "What are some tips you would give to an athlete wanting to build their brand?”
A: Thomas said that every good athlete brand has 3 components: distinctiveness, consistency, and visibility. Added to this, he said each athlete should set a goal to create 104 pieces of content per year (2-3 per week) around these 5 categories.
Performance
Personality
Community
Monetization
Passion
He then emphasized that creating content is not the same thing as “live casting” your life, sharing things as they happen. Even though this is good, it is not a substitute for creating content.
Finally, Thomas mentioned that without a unique plan, it is very hard to execute fully and align yourself with the right opportunities to advance your career. Using his services and reading his book can help you overcome this obstacle.
Q: "For young professionals and students aspiring to work in sports marketing, what advice would you offer them based on your experiences?"
A: His reply was very much in line with the trends of the times. He said, “10 years ago I would have told you to go get a sports internship, get a job, and work your way up. But today, the “muffin man” created more impact from his Tik Tok posts at the Olympics and probably advanced his career more than the person who interned with the IOC. So building your brand and community are the best way to get ahead in your career today.”
Next Steps:
Want to learn more? Check out Thomas’ book the athlete brand here.
You can also connect with Thomas on LinkedIn here.
Leading 5-a-side soccer facilities in North America 🇺🇸 🇨🇦
Teaching you the beautiful game Training Tips + Authority Insights
This e-mail was sent to you by The Nutmeg Newsletter. To ensure delivery to your inbox, please add our e-mail address, [email protected], to your address book.