Why Every Athlete Should Build Their Brand

Hi, I’m Coach Vickie, and as someone who’s spent over a decade working with athletes from all corners of the world—Olympians, Paralympians, and student-athletes, one thing has become crystal clear to me: building your personal brand is absolutely essential.

It’s not a trend; brand building is a necessary tool for longevity in sport and success beyond sport.

Through my work, I’ve seen firsthand how athletes who embrace brand-building early on are the ones who end up making the most of their time in sport and preparing for life after sport. So, I want to share my top three reasons why I believe every athlete should be building their brand.

1. To Connect with Opportunities That Can Sustain Your Time in Sport

I’ve had the privilege of working with athletes who’ve figured out that their personal brand isn’t just a nice-to-have, it’s a game changer when it comes to sustaining their time in sport. As athletes, we know that your time in the game can be short—injuries, retirement, and completing college if you’re a student-athlete, are realities. 

In my experience, athletes who have taken the time to build a solid personal brand are much more likely to connect with opportunities that can support them financially, socially, and personally throughout their careers. Deals such as paid social media, sponsorships, speaking gigs—these all come easier when you’ve built a clear, authentic brand. I’ve watched athletes land huge deals and grow their social capital in ways they never expected because they took the time to build their reputation and engage with their audience.

The great part is, the brand you build today can help you sustain your career, both on and off the field.

It gives you the leverage to negotiate better contracts, connect with brands and communities, and maintain a sense of stability throughout your journey.

2. To Prepare and Set Yourself Up for Life After Sport

I feel like we’ve all seen or heard stories of athletes who’ve struggled when their sporting career comes to an end. The transition from athlete to “what’s next” is a huge leap, and it’s not always an easy one. That’s why building your brand before you retire is critical. Athlete’s who’ve started brand-building early on are the ones who have a smoother transition out of sport, because they’ve already built a network, reputation, and a portfolio that can open doors in the next chapter of their lives.

Having a personal brand isn’t just about being well-known; it’s about positioning yourself for future opportunities. Whether you want to stay within the sports world—becoming a coach, consultant, or sports entrepreneur—or dive into something entirely different, your personal brand creates a foundation for those opportunities. It allows you to gain credibility outside of sport, develop a network that supports you, and explore career paths you might never have considered while you were competing.

The key here is that your brand should evolve alongside your athletic career. As you grow, your brand can reflect not only who you are as an athlete but who you’re becoming as a person. That’s the kind of brand that’s going to serve you in the long run.

3. For Your Sense of Self and Wellbeing

This is the part that I’m most passionate about, and I’ve seen this time and time again with athletes. We all know how easy it is to get caught up in being just an athlete—your whole identity becomes wrapped up in your performance and results. But what happens when that’s taken away, whether due to injury, retirement, or a shift in focus?

One of the most overlooked benefits of building a personal brand is that it helps you find clarity about who you are beyond your sport. Through brand-building, I’ve seen athletes connect with their passions, values, and interests outside of their sport.

They explore what truly drives them, what they stand for, and how they want to contribute to the world beyond their performance.

This process does wonders for an athlete’s sense of self-worth and overall wellbeing. By putting time and energy into developing your brand, you not only clarify your future but also nurture the aspects of yourself that go beyond being an athlete. 

When I look at the athletes I’ve worked with over the years, the ones who embrace brand-building are the ones who ultimately thrive.

Building your brand isn’t just about getting likes on social media or landing a sponsorship deal—it’s about creating opportunities that help you stay in the game longer, preparing for your future, and developing a sense of self that extends beyond sport.

The earlier you start, the more control you have over your story—and that’s the kind of power that leads to long-term success, both on and off the field.

So, if you’re ready to start building your brand, I’m here to help you take that next step. Let’s get started today, because your future self will thank you for it.