With ongoing exposure from their teams and leagues, athlete-influencers already have a preexisting and often loyal fanbase to drive user engagement. Moreover, operating in the contract-heavy world of professional sports, most athlete-influencers are experienced with maintaining a professional relationship with the brands and sponsors they work with, which could provide some welcome reliability in the influencer industry.
That could be a problem in the world of influencer marketing, where authenticity reigns supreme: According to a panel conducted by , 54% of respondents were concerned about payments that celebrities, athletes, and influencers received for their recommendations. For brands interested in working with athlete-influencers, as with traditional social media influencers, precautions should be taken so that partnerships do not come across as artificial.
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