Have you ever wondered how much Cristiano Ronaldo makes beyond his football salary? He is estimated to earn approximately €2.1 Million per sponsored post on his social media platforms. In addition to a lifetime deal with Nike, Ronaldo makes money off the pitch with his CR7-branded clothing, accessories, hotels and gyms.
Closer home, Eliud Kipchoge, the renowned marathoner, has leveraged his brand to become a global ambassador. His “No Human is Limited” mantra and record-breaking achievements have made him a household name. Kipchoge has secured endorsement deals with Isuzu, Safaricom, Nike, INEOS, and Maurten.
What to Expect
This article seeks to guide Kenyan footballers on how to build and monetise a solid personal brand. It explores practical strategies they can employ to commercialise their careers and secure financial stability both during and after their playing careers.
By effectively leveraging their on-field achievements, social media presence, and personal values, footballers can attract opportunities that enhance their earning potential and long-term success.
What is Personal Branding?
In football, personal branding refers to the process by which a player creates a unique and recognisable image that defines who they are both on and off the pitch. It’s how footballers present themselves to the public, fans, sponsors, and potential business partners.
This includes everything from their social media presence, personal values, and style of play to their off-field endeavours, such as charity work or business ventures. Essentially, a footballer’s brand is the story they tell to the world about who they are and what they stand for.
Why Does a Personal Brand Matter?
In today’s world, a solid personal brand is no longer optional for footballers looking to maximise their career potential—it’s essential, and here is why:
- It makes you marketable and prepares you for potential earning opportunities: Footballers with strong personal brands, a clear identity, a loyal following, and a compelling story are more attractive to sponsors, media outlets, and fans. Companies seeking brand ambassadors, whether it’s through social media, commercials, or personal appearances, would go after well-defined personalities who command a formidable following and signal reliability and consistency.
- It sets you up for long-term Financial Stability: Football careers can be short-lived, and income from playing alone may not be enough for long-term financial security. Cultivating a personal brand opens up Kenyan footballers to additional revenue streams. This extra income can ensure stability and set footballers up for a smoother post-retirement transition.
What Sets You Apart?
The first step in building a strong personal brand is identifying your Unique Selling Proposition (USP)—what makes you stand out as a player and person. This could be anything from your playing style to your leadership qualities, work ethic, or the way you engage with your fans.
Are you known for your speed, technical skills, or versatility on the field? Or does your calm and collected demeanor under pressure make you shine? These unique qualities will attract fans and potential commercial partners.
Once you’ve identified what sets you apart, crafting a compelling personal narrative to tell your story is the next step. This is key in connecting with fans and potential partners. For instance, if you come from a humble background and have worked hard to achieve success, sharing that journey can make you relatable and inspire loyalty among fans by creating an emotional connection with the audience.
How Well Do You Use Social Media?
In today’s digital age, social media is one of the most powerful tools for building a personal brand and storytelling. For Kenyan footballers, platforms like Facebook, Instagram, Twitter, and TikTok can serve as an extension of their identity, enabling them to engage directly with fans, sponsors, and the media.
Each of these platforms has its unique strengths: Instagram is great for sharing visual content like photos and videos, Twitter is ideal for quick updates and interacting with fans in real-time, and Facebook offers a more community-focused space where you can post a variety of content.
Content Strategy
To build a strong presence on social media, it’s essential to have a well-thought-out content strategy. As a footballer, your followers want to see more than just what happens on the pitch. Consider sharing a mix of content that showcases your full personality, such as:
- Training routines: Images and video clips of your workout sessions to give fans a glimpse into your hard work behind the scenes.
- Match highlights: Videos from key moments, such as goals, assists, or defensive plays, that show your skills and passion.
- Personal interests: Show your life outside of football – whether it’s your hobbies, family, or travel adventures. This helps humanise you and makes fans feel more connected. Balancing football-related content with personal insights creates a deeper connection with your audience.
Engagement
A strong social media presence isn’t just about posting content – it’s also about engaging with your audience. Fans appreciate it when their favourite athletes take the time to interact with them.
Responding to comments, answering questions, liking posts, and acknowledging shoutouts from fans can significantly boost your engagement levels. Engaging with your fans builds loyalty and shows that you care about your supporters. This can also attract more followers and potential sponsors who see your strong connection with your audience.
Consistency
Posting regularly keeps your audience engaged and ensures you remain top-of-mind. Aim to post several times a week, mixing up the types of content you share to keep things fresh and interesting.
Equally important is maintaining a consistent message and image across all platforms. Whether it’s your tone of voice, the kind of photos you share, or the causes you support, staying consistent with your personal brand helps reinforce your identity in the minds of your fans and sponsors.
Consistency also shows professionalism, which is crucial for attracting long-term brand partnerships.
Relationships with Journalists
While remaining active on your own platforms is key in building your brand, leveraging other platforms outside your own can also be highly beneficial. The media is often the bridge between players and the public, so fostering a positive relationship with journalists can result in more coverage and increased visibility.
Be proactive – don’t wait for the media to come to you. Consistently providing thoughtful responses and being available for comment can make you a go-to figure for coverage. Additionally, stay connected to bloggers who focus on Kenyan football, as they often reach niche audiences that mainstream media might not cover.
Media interviews are a prime opportunity to strengthen your personal brand and communicate your message to a broader audience. When conducting interviews, staying on-brand is important, as it maintains consistency in your message and reinforces the values you want to be associated with. Here are some tips when undertaking media duties:
- Have a clear and concise message. Use any question posed to you as an opportunity to convey your message.
- Stay authentic. Speak in a way that reflects who you truly are rather than giving overly rehearsed answers.
- Highlight your USP. Subtly reinforce what makes you unique as a player.
Start Working on Your Brand
Personal branding is no longer optional in today’s competitive football world—it’s essential for Kenyan footballers looking to stand out. A well-crafted personal brand opens doors to new opportunities, including sponsorships, media engagements, and business ventures, both during and after a player’s football career.
Players must begin working on their brand immediately. Building a strong brand is an ongoing process that requires time, effort, and consistency. From identifying your unique selling proposition to maintaining an active and engaging social media presence, every step is crucial in shaping how you are perceived by fans, sponsors, and the media.
Ultimately, a solid personal brand enhances marketability and lays the foundation for a successful life beyond football. Investing in your personal brand today ensures that your influence and opportunities extend far beyond the pitch. Start building your brand now, and take control of your future.