Podcast Summary: Episode 304 - Intro to Athlete Marketing and Branding with Elizabeth Montavon, Director at Parity

Introduction

In Episode 304 of The Marketing Millennials, host Daniel Murray welcomes Elizabeth Montavon, a nine-time national champion water skier and the Director of Athlete Marketing and Social Media at Parity. This episode delves into the burgeoning field of women’s athlete marketing, exploring the reasons behind brands increasingly partnering with female athletes, the challenges these athletes face, and strategies for creating authentic and effective brand partnerships.

Dual Roles: Athlete and Marketer

Elizabeth Montavon's unique position as both a professional athlete and a marketing director provides her with invaluable insights into crafting effective athlete-brand partnerships.

“I have two full-time careers that really help me inform how we design campaigns and activations with our other athletes.” (01:34)

Elizabeth emphasizes that many female athletes juggle multiple roles, often balancing their sports careers with other jobs. This multifaceted experience makes them exceptional brand partners capable of engaging in diverse and authentic campaigns. Her dual perspective ensures that campaigns are not only strategically sound but also resonate genuinely with the athletes’ personal stories.

The Athlete Mentality in Marketing

Elizabeth shares how her experience as a professional water skier has shaped her approach to marketing.

“There’s a lot of delayed gratification and long-term strategy that comes with being an athlete. And that certainly has informed a lot of my marketing strategies.” (03:10)

The discipline, time management, and adaptability required in professional sports translate seamlessly into her marketing efforts. Elizabeth highlights the importance of integrating both the athlete's and the brand's stories to create lasting brand awareness.

Rise of Women’s Athlete Marketing

The episode explores the significant shift towards increased attention and investment in women’s sports marketing.

“Female athletes can really bridge the gap between aspirational marketing and accessible marketing in a way that male athletes generally can't.” (05:24)

Elizabeth attributes this shift to the authentic and relatable personas that female athletes cultivate. Unlike the often unattainable lifestyles associated with male athletes, female athletes frequently share their personal struggles and insecurities, making them more approachable and inspiring to their audiences. This authenticity fosters deeper connections with consumers, offering brands a unique opportunity to engage meaningfully.

Overcoming Barriers in Women’s Sports Marketing

Despite the growth, female athletes still face significant challenges in the marketing space, primarily financial barriers.

“Around half of them are seeing a net zero income at the end of their season or they're in the negative.” (08:34)

Elizabeth discusses how financial instability hampers female athletes from investing in personal brand growth, such as content creation and hiring managers. Parity addresses these challenges by providing free education and resources, enabling athletes to build their brands without significant financial burdens. Elizabeth’s own experiences juggling multiple jobs to support her athletic career underscore the pervasive financial hurdles female athletes encounter.

Best Practices for Brand-Athlete Partnerships

Elizabeth offers actionable advice for brands seeking to partner with female athletes effectively.

“If you don’t know where to start or how to reach out to that athlete, Parity exists for that exact reason.” (11:05)

She emphasizes the importance of aligning the athlete’s personal story with the brand’s message. Parity assists brands in identifying the right athletes who embody their core values and campaign objectives. Elizabeth advises brands to engage sports marketing experts to facilitate authentic and creative collaborations, ensuring that partnerships resonate genuinely with audiences.

Common Mistakes Brands Make

One of the primary mistakes brands make is prioritizing the athlete’s popularity over alignment and authenticity.

“The biggest mistake would be chasing a name just for the name and not really ensuring that that athlete who is still a person aligns authentically with your brand.” (14:32)

Elizabeth cautions against selecting athletes solely based on their fame. Instead, brands should focus on finding athletes whose personal values and stories align with their own. She advocates for a collaborative approach, where athletes are involved in shaping campaign narratives to ensure authenticity and engagement.

Successful Campaign Examples

Elizabeth shares notable campaigns that demonstrate effective partnerships between brands and female athletes.

1. Morgan Stanley Campaign: Focused on financial security, this campaign partnered with multiple female athletes to educate their audiences about Morgan Stanley’s financial tools. Achieving an average engagement rate above 4%, it highlighted the synergy between athletes' financial challenges and the brand’s offerings.

2. Microsoft Campaigns:

   • Title IX and Mother’s Day: Collaborated with mother-daughter duos in professional sports to discuss equality, leveraging Microsoft’s platforms to amplify their stories.
   • Make Way Unlocked: Engaged around 40 athletes to create nearly 250 pieces of content, reaching approximately 5 million followers by showcasing how athletes use data in their daily lives.

These campaigns illustrate how aligning brand messages with athletes’ personal narratives can lead to substantial engagement and reach.

Future Trends in Women’s Athlete Marketing

Looking ahead, Elizabeth predicts several trends shaping the future of women’s athlete marketing.

“I would love to see more women athletes included in those R and D processes and then in the corresponding marketing campaigns.” (21:40)

1. Pre-Olympic Partnerships: Brands should start early in identifying and partnering with Olympic hopefuls to build authentic relationships and leverage their journeys leading up to major events.

2. Athlete Involvement in Product Development: Incorporating female athletes in the research and development of products ensures authenticity and uniqueness, enhancing brand credibility.

3. Expanded Roles for Female Athletes: Beyond competition, female athletes are expected to take on roles in speaking engagements, product development, and other facets, broadening their influence and the scope of their partnerships.

Advice for Parents of Young Female Athletes

Elizabeth provides guidance for parents supporting young female athletes aspiring to professional careers.

“You have to look at it as you’re going to have multiple streams of revenue. Prize money, sponsorships, paid social media collaborations, and so on.” (25:51)

She encourages parents to diversify their daughters’ income sources and leverage local partnerships with businesses to build a strong foundation. Elizabeth emphasizes the importance of community engagement and authentic storytelling through social media to create meaningful connections and opportunities for young athletes.

Transforming Women’s Sports Marketing

When asked what she would change about current women’s sports marketing, Elizabeth advocates for greater collaboration and flexibility.

“Brands kind of forcing the talking points on the athlete or the messaging on the athlete... Giving themselves enough runway to be collaborative with the athlete.” (29:03)

She stresses the need for brands to allow athletes creative freedom to tailor their stories, fostering authentic and engaging content. Elizabeth highlights that athletes are proactive and eager to contribute creatively, dispelling the misconception that they are solely seeking financial support.

Marketing Hill: A Standpoint on Content Marketing

Elizabeth shares a firm stance on content marketing, declaring:

“I would die on that. Organic content marketing is going nowhere.” (30:24)

This statement underscores her belief in the necessity of paid and strategic content marketing to achieve substantial reach and impact, especially in the competitive landscape of sports marketing.

Connecting with Elizabeth Montavon

For those interested in learning more about Elizabeth’s work or connecting with her, she directs listeners to Parity’s online platforms and her personal social media profiles.

“Parity now. So Google us, check us out. We have a million case studies, a lot of resources on how to get into the women's sports marketing sponsorship space.” (30:36)

Listeners are encouraged to explore Parity’s resources and follow Elizabeth on Instagram and LinkedIn to stay updated on her endeavors in both marketing and water skiing.

Conclusion

Episode 304 of The Marketing Millennials offers a comprehensive exploration of women’s athlete marketing through the expert lens of Elizabeth Montavon. From overcoming financial barriers to fostering authentic brand partnerships, Elizabeth provides valuable insights and actionable strategies for brands and athletes alike. Her passion for both marketing and sports shines throughout the conversation, inspiring listeners to engage thoughtfully and strategically in the evolving landscape of women’s sports marketing.

Notable Quotes

1. Dual Roles

   “I have two full-time careers that really help me inform how we design campaigns and activations with our other athletes.” (01:34)

2. Athlete Mentality

   “There’s a lot of delayed gratification and long-term strategy that comes with being an athlete." (03:10)

3. Shift in Attention

   “Female athletes can really bridge the gap between aspirational marketing and accessible marketing in a way that male athletes generally can't.” (05:24)

4. Financial Barriers

   “Around half of them are seeing a net zero income at the end of their season or they're in the negative.” (08:34)

5. Common Mistakes

   “The biggest mistake would be chasing a name just for the name and not really ensuring that that athlete who is still a person aligns authentically with your brand.” (14:32)

6. Marketing Hill

   “I would die on that. Organic content marketing is going nowhere.” (30:24)

Connect with Elizabeth Montavon

• LinkedIn: Elizabeth Montavon
• Instagram: Elizabeth Montavon
• Parity: Parity on LinkedIn