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Professional athletes have always been big business for advertisers, but recent trends show that the pros are taking the lead when it comes to low-budget, online ads. Instead of allowing big-budget companies like Nike and Gatorade to create their images, athletes are reaching out to fans with Web 2.0 technology. Many have Facebook and MySpace profiles, contribute videos to YouTube, and write regular blogs. This grassroots marketing effort shows that celebrity athletes are stepping up to the plate to showcase their personalities, and it has helped them establish public identities outside of traditional sponsorships.

Perhaps no athlete has done a better job of web self-promotion than Chris Bosh, the charismatic forward for the Toronto Raptors. This rising star in the NBA is card-carrying member of the Web 2.0 generation. In addition to being the fourth draft pick in 2003 and taking the Raptors to their first ever division title, Bosh has his own YouTube channel, the only athlete to claim this “honor”. Bosh got the channel following the success of his hit YouTube video, in which he asks fans to vote for his inclusion on the NBA All Star team. Dressed in a cowboy hat and a bolo tie (Bosh is a native Texan), he stumps using the classic language of a used car salesman: “You think it’s $20? No sir. You think it’s $10? No ma’am. Even five? Uh huh! It is free! That is right, it is free!” In case you’re wondering, “Bubba” is played by Bosh’s brother.

Bosh’s hilarious self-promotion was a success, and he will be playing in the All Star game on February 17th. Fans on YouTube have commented that his sense of humor won their votes. As one commentator wrote, “NBA should be THRILLED to have this guy! Young superstar coming into his prime. Tech savy for the internet.” The video has received nearly 500,000 views, all for a production cost of approximately $20. As Bosh told the Wall Street Journal, $15 of that was for the cowboy hat. On his official blog, Bosh expresses his interest in continuing his YouTube success: “I think I’ve found a way for me to show people how I like to have fun. I have a few ideas for new videos so I want everyone to be on the lookout.”

Another NBA star has also taken his branding into his own hands. Steve Nash, an All Star who plays guard with the Phoenix Suns, enlisted amateur filmmaker Lola Schnabel to put together a web ad for Nike. The unusual part of this is that Nike had no creative control or financial stake in the beautifully shot and expertly edited ad. It features Nash’s other athletic talents like soccer and skateboarding, and he felt it could better reflect his personality than a big budget masterpiece produced by Nike. While Nash isn’t quite as wired as Bosh, the two NBA and YouTube stars may represent the future of how professional athletes interact with fans and advertisers.

The biggest surprise in this new trend is that advertisers have not objected to these independent ads. While Nike has not specifically promoted Nash’s spot, a spokesperson told the Wall Street Journal, “If an athlete remains true to him or herself and respectful to others and the brand, then it is hard to envision a conflict.” Nike’s position acknowledges that athletes are essentially brands or commodities, and as long as their self-promotion efforts align with those of their corporate sponsors, the benefits are universal. As more and more tech-savvy sports stars emerge in the professional leagues, we can look forward to an increase in viral, web marketing efforts by athletes, and for athletes.

Tuesday, February 5th, 2008 Both comments and pings are currently closed.

By Haley January Eckels