The Olympics were one of the simplest forms of contests throughout history: you either win or you lose. Glory belonged to those who brought home medals for their country, and athletes were praised for their sporting successes and the national pride they brought to their nations.
Now, however, it’s a bit more complicated than that.
The Olympics are still about the sports, and Olympians are still chasing gold, but they’re not just expected to be athletes. Today, athletes should be performers on the field, influencers, advocates, and sometimes even entrepreneurs. Sure, winning is as important as ever, but that’s no longer the only thing that defines an Olympic career. Whether it’s for the better or for the worse, we’ll discuss it here.
The New Role of Olympians
We live at a time where being an athlete means wearing multiple hats.
An Olympic gold medal is still the ultimate crowning achievement, but, unfortunately, it’s often not enough to sustain a career, stay in the spotlight, and make a living out of it.
Athletes now often launch their own personal brands, use their channels to share their stories and build an ‘audience’, become influencers, and even build second careers even before they finish competing.
Let’s take American mega-star gymnast Simone Biles as an example. Yes, she’s one of the most decorated gymnasts in history – but she is now equally known for her media presence. She has been using SMM channels to speak out about her own struggles. She is a true influencer, and her influence has extended well beyond the mat. She has shown everyone what it means to be a champion.
Another example is Noah Lyles, the famous American sprinter. Besides his social media presence, he has become famous for his interest in fashion collaborations.
Modern Olympians are balancing athletic performance with public performance, and that’s a good thing. It’s a win-win situation for everyone, just like sites that offer minimum deposits of $15. Fans get to see more of their favorite athletes and their personal lives, and athletes build their own audiences, which often means sponsorship opportunities.
Why the Shift?
It’s pretty clear that a major change has been happening for some time now, but what are the forces that have changed the expectations around Olympic athletes? Let’s take a look.
- Social media: The primary reason is social media. Athletes can now have their voice heard via Instagram, TikTok, YouTube, and more, which allows them to tell their own stories and show their personalities off the field or gym.
- Sponsorship opportunities: Sport brand endorsements are nothing new, but brands now want more from athletes. They want someone who attracts fans, not someone who solely wins medals. Simply put, athletes who have a larger fan base get better sponsorship deals.
- Authenticity: The world has turned towards authenticity. Fans want to know athletes as people, as someone they can connect with. The world has turned towards authenticity. Fans want to know athletes as people, as someone they can connect with. For example, if you’re a cyclist, you look up to Olympic winners like Remco Evenepoel or Tadej Pogacar, but watching them race is not enough. You want to see how they live their day-to-day lives, how they train, and what they do off their bikes. The same is true for niche audiences who enjoy seeing athletes even in unexpected places, like discussing their hobbies or casual interests – like as spinning the wheel on the German version of Roulette77.
Beyond all of these reasons, there’s one more reason why this change is happening, and it’s the business of sports. No matter if you’re a fan of it or not, sports have become one giant business, and athletes increasingly see themselves as businesses, so they have to manage their image, partnership, and opportunities for the future. Winning a medal is great, but it’s the first milestone. Personal connection, relatability, and an audience are what build a lasting career.
Olympians Who Turned Brands
In this section, we’ll take a look at several Olympians who have successfully transformed their sporting success into careers outside of sport.
| Athlete | Field Beyond Competition | Notable Achievements |
| Simone Biles | Speaking about mental health | Partnered with Athleta, launched memoir |
| Michael Phelps | Mental health campaigns, business ventures | Headspace collaborations, foundation work |
| Allyson Felix | Entrepreneurship, activism | Launched the Saysh footwear brand |
| Chloe Kim | Partnerships with multiple brands, influencer | Signed major endorsements, TV appearances |
The line between an Olympian and an entertainer is now thinner than ever. Things like emotional moments, personal successes (and struggles), and even behind-the-scenes struggles have become a part of the show. For example, Tom Daley, a British diver, got the attention of everyone in Tokyo 2021 for knitting during competitions. He has now retired from diving and is a successful YouTuber, which further confirms that authenticity wins hearts and builds audiences.
Are We Losing Focus on Sports?
One concern raised by critics and so-called ‘die-hard sports fans’ is whether all this attention on branding is distracting us from the ‘purity’ of sports itself. Have athletes become more focused on being marketable than being the absolute best in their discipline? Does this constant pressure to keep a 24/7 social media presence create mental strain on athletes?
While these are all fair questions, it’s important to remember that athletes are humans first, and many actually share the pressures and sacrifices behind their superhuman feats.
Featured Photo by Gabriel Meinert on Unsplash
