Sports video games has become fairly central to the branding of athletes—a sought-after cover image can give athletes a whole new level of stardom and marketability (especially to those younger fans). This brings new ways to interact with fans and control public image in ways that would not have been thought possible mere decades ago, when only TV and radio could really be used to reach those casual fans. But just how have franchises like FIFA, Madden NFL, and NBA 2K helped reshape the way that fans and sponsors look at athletes, and how can they now help shape an athlete’s legacy both in and out of the game?
The Role of Sports Video Games in Athlete Branding
Perhaps the most important way that sports video games have contributed to athletes’ branding is by offering them a platform where their virtual likeness will be beamed across the world. If an athlete is afforded the time and energy of receiving a highly detailed in-game model, this marks them out as a star in a way not possible in traditional media.
A franchise like NBA 2K provides so much attention to detail for the top players in the league that it offers fans a chance to virtually step into the shoes of LeBron James, Steph Curry, or Nikola Jokić. Skills, abilities, and playing styles are replicated in such minute detail that fans can find a whole new appreciation for their heroes while controlling them.
Expanding Sponsorship Opportunities
Sponsorship of athletes from sportswear companies is an idea almost as old as some pro sports themselves. There’s plenty of money to be made for athletes with endorsements to wear certain brands in real life, but this is also now part of the digital world.
FIFA showcases brands such as Nike, Puma, and Adidas in its games, allowing top soccer stars like Lionel Messi and Cristiano Ronaldo to represent the brands they wear in real life, on a virtual level. This link adds an extra layer to a player’s marketability and can make them an even more attractive proposition to prospective sponsors.
Additionally, some sports video games have begun to integrate popular sports betting features to mirror real life even further. Players can make virtual wagers on real-world games to further engage with their sport of choice. This added gaming layer can open other avenues for athletes to find sponsorship from a broader sports entertainment market.
The Role of eSports
eSports continue to grow in popularity, and this rise has seen athletes want to get involved as well. Many top stars see the value in extending their brand by endorsing or even participating in top eSports events. The NBA’s Kevin Durant, Devin Booker, and Trae Young made headlines as they took part in early NBA 2K tournaments and, in doing so, tapped into a younger, tech-savvy audience that loves both traditional sports and gaming.
Sports organizations have even taken note of the rise of eSports as a potential revenue generator for them. Now, NFL franchises, and even the English Premier League, are holding tournaments for big money—giving more opportunities for the real athletes in the video games to enhance their brand.
Legacy & Virtual Hall of Fame
In the past, an athlete’s legacy was defined largely by their real-world achievements—career points, championships, and accolades. Today, however, an athlete’s virtual legacy is becoming just as important. Video games like NBA 2K and Madden NFL track player stats and performance over time, creating a digital history that mirrors their real-world careers.
These virtual legacies allow for continued recognition over generations as fans can go back through digital retrospectives, celebrating key moments from an athlete’s career. WWE 2K allows players to use real moments from the company’s history to play through stories and complete challenges, giving newer players the chance to relive important moments that may have happened before they were born. This gives athletes visibility to a whole new fanbase that might have been first introduced to them through a video game.
With technology always evolving, it might not be long before athletes can engage with fans in new ways through video games—with virtual meet and greets or exclusive content being available to players through completing in-game challenges or as additional downloads.
The Future of Athlete Branding in Video Games
With technology showing no signs of slowing down, and perhaps with the use of artificial intelligence, video games are set to become even more realistic and immersive. This gives athletes even more sophisticated ways to brand themselves, further expanding sponsorship opportunities, engagement with fans, and their legacies.
For top athletes, sports video games are far more than just a form of entertainment—they’re big business! By being part of these games, whether as a cover star or the subject of a creative story mode, athletes have a whole new avenue for branding that wasn’t an option a few generations ago. Fortnite is an example of a game that goes out of its way to collaborate with other video games, musicians, and legacy franchises, including NFL-themed cosmetics.
Digital branding is the way forward for many athletes, and sports video games will be at the heart of that evolution—allowing fans to enjoy being in control of their favorite stars for years to come.
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