So many good nuggets here! I’d be so curious about the budget split for pros vs influencers - working with Riddle cannot be cheap. We are in such in interesting moment in sports like tennis and running where influencers are out earning many pros - not a knock on FP if that’s the case, but just interesting to think about how pros can deliver the same return (tennis pun intended) as an influencer. I was talking to a retired pro last week and seems like the big thing is brands helping empower them to make content like an influencer - ie having budget to get them videographers and editors or helping them learn the ropes.
Thank you! I will say that I did not get the sense whatsoever that Riddle is out-earning the pros for these partnerships (there is always some background info I can't share) but that definitely does happen, and is often pro-dependent. Sloane is an interesting case study because she's become somewhat of an influencer herself, so even while she wasn't playing she was a huge asset to the brand. I do feel for athletes having to "become influencers" because it really just doesn't come naturally to some people and they have so much else on their plates.
Totally! I was chatting to someone as relates the opportunity for beauty brands to partner with athletes and it seems like content efficiency may be the sticking pt. If you can pay an influencer and a pro the same amount of money, but the influencer can make a great video for you where as a pro has to be “leveraged” you can understand why you keep going back to the influencer/creator well. Seems like there needs to be better/efficient ways for brands to help athletes make content.
Hoping FP Movement pays more attention to the travel market too. As a full-time nomad, I always recommend their clothes as a stylish (and lightweight!) alternative to many travel options.
So many good nuggets here! I’d be so curious about the budget split for pros vs influencers - working with Riddle cannot be cheap. We are in such in interesting moment in sports like tennis and running where influencers are out earning many pros - not a knock on FP if that’s the case, but just interesting to think about how pros can deliver the same return (tennis pun intended) as an influencer. I was talking to a retired pro last week and seems like the big thing is brands helping empower them to make content like an influencer - ie having budget to get them videographers and editors or helping them learn the ropes.
Thank you! I will say that I did not get the sense whatsoever that Riddle is out-earning the pros for these partnerships (there is always some background info I can't share) but that definitely does happen, and is often pro-dependent. Sloane is an interesting case study because she's become somewhat of an influencer herself, so even while she wasn't playing she was a huge asset to the brand. I do feel for athletes having to "become influencers" because it really just doesn't come naturally to some people and they have so much else on their plates.
Totally! I was chatting to someone as relates the opportunity for beauty brands to partner with athletes and it seems like content efficiency may be the sticking pt. If you can pay an influencer and a pro the same amount of money, but the influencer can make a great video for you where as a pro has to be “leveraged” you can understand why you keep going back to the influencer/creator well. Seems like there needs to be better/efficient ways for brands to help athletes make content.
Would love to hear about this too! Similar thing in running, where plenty of influencers out earn the pros (except the top 1%)
Hoping FP Movement pays more attention to the travel market too. As a full-time nomad, I always recommend their clothes as a stylish (and lightweight!) alternative to many travel options.