The Gamechanger: How Athlete Partnerships Are Redefining The Future Of Sports Marketing
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by David Rothenhaeuser
Inside the Minds of Industry Leaders: SPORTFIVE’s COO Philipp Hasenbein together with Marc Kosicke and Ron Wiegand explore the rise of athletes & personalities as global brands and what this means for the balance between clubs and their players. They also touch upon the recent launch of projectFIVE.
The experts highlight the shift in sports marketing towards individuals. In response, SPORTFIVE recently launched projectFIVE to offer tailored career management and post-career planning for athletes, coaches and personalities. With success stories like Jürgen Klopp’s globally recognized brand, projectFIVE’s focus on authenticity and strategic partnerships aligns with new sponsorship models emphasizing storytelling. SPORTFIVE sees vast opportunities in digital media and expanding markets such as Asia and North America. The company aims to empower athletes and coaches to build enduring legacies, shifting from trophy wins to creating lasting cultural and commercial impact.
Interviewer: Thank you all for joining us today and taking the time. The sports marketing industry is evolving rapidly. Philipp, could you tell us how SPORTFIVE sees the future of sports marketing, especially with the increasing focus on individuals like athletes, coaches and personalities?
Philipp Hasenbein: Absolutely, and it's an exciting evolution. Over the past decade, we’ve seen a major shift where athletes, talents, personalities and social media influencers are becoming powerful brands. This individual-centric approach has grown, thanks in part to digital platforms that allow direct interaction with fans. While sports clubs still hold considerable value, athletes and coaches are now leveraging personal brands to build stronger connections with fans globally.
Let’s consider a few key stats: Cristiano Ronaldo has over 1 billion combined social media followers exceeding clearly each of the top five European football clubs in terms of combined social media followers:
· Real Madrid – 422 million followers
· FC Barcelona – 363 million followers
· Manchester United – 217 million followers
· Paris Saint-Germain (PSG) – 184 million followers
· Manchester City – 160 million followers
Other examples are Lionel Messi with approximately 500 million followers in contrast to the 33.4 million combined followers of Inter Miami FC. Another example is the legendary Indian cricket player Virat Kohli with approximately 324 million combined followers compared to the 30 million combined followers of the Indian Premier League Team Royal Challengers Bangalore.
It’s a powerful indicator that fans are gravitating toward individuals over teams. Research shows that 70% of fans are more likely to follow individual athletes on social media rather than clubs, illustrating the growing relevance of personal brands. This is obviously not new but even for us working in sports business, we sometimes must remind ourselves as traditionally clubs are the core driver.
Interviewer: How does SPORTFIVE plan to capitalize on this shift? Are there new strategies or services you're implementing to harness the power of individual athletes?
Philipp Hasenbein: We’ve made this shift a key part of our future endeavors. We recently launched together with Marc Kosicke a new brand called projectFIVE. This initiative is dedicated to providing comprehensive consulting and management services to athletes, coaches and personalities within the sports and entertainment business. With the new brand we expand our portfolio to meet the growing demand for personalized, top-tier guidance, career management and strategic brand-building for sports stars and high-profile individuals in the sports and entertainment space in Europe. As an agency we are ever evolving and within this particular business sector we are not just focusing on traditional sponsorships but developing comprehensive branding strategies for individuals. One great example is our work with Jürgen Klopp. He has an incredible personal brand known not just for his success on the field but also for his charisma and leadership off it. SPORTFIVE is proud to help further growth and commercialize his brand and continue to work closely with his Manager Marc Kosicke. Our dedicated team manage the Instagram channel of Jürgen in an effort to build and engage his community and create additional value for his commercial partners. His ability to communicate authenticity and passion makes him highly marketable, not just as a sports figure but as a global ambassador for these brands. Fans resonate with his genuine, approachable personality and that translates into commercial success.
Interviewer: Ron, as Senior Vice President Global Athlete & Team Marketing at SPORTFIVE it would be interesting if you could share some insights on the collaboration of SPORTFIVE and projectFIVE and the services you offer.
Ron Wiegand: Certainly. SPORTFIVE’s expertise goes beyond the commercialization of rightsholders such as clubs and athletes. Our teams are conceptualizing, producing and managing social media accounts for some of the most prominent sport teams in the world. At the same time we are also managing social media accounts for our athletes and producing the content. Moreover, we create brand building roadmaps based on our bespoke process to analyze, conceptualize and also launch and manage personal brands. This is not only based on social media activities but also on strategic Public Relations plans and placements, branded content as well as the conception and production of original content. In general one can say, that our SPORTFIVE expertise for athletes lays within the ability to conceptualize, launch, manage and commercialize personal brands through our full service offering. These brand building activities on behalf of our clients is the basis for our other services such as Internationlization and Global Commercial Partnerships. Our teams are the ones to handle all aspects aside the pitch so to say.
Interviewer: Marc, thank you for joining us. Do you mind elaborating a bit more on how the SPORTFIVE service offering is combined with projectFIVE?
Marc Kosicke: We at projectFIVE are the ones to support with all aspects on the pitch such as Athlete representation which includes contract negotiaton and management. In combination with the team and expertise of SPORTFIVE we will be able to offer an unmatched set of services making us the one stop shop for everything modern athletes, coaches or personalities need.
Interviewer: Sounds like your collaboration with SPORTFIVE and the launch of ProjectFIVE is an exciting development. Can you tell us in a bit more detail what inspired this initiative and what makes it unique in the market?
Marc Kosicke: The idea for projectFIVE stems from the evolving needs of athletes and coaches. In today’s world, they are more than just competitors; they are global icons, entrepreneurs, and influencers. We recognized the necessity for tailored career management that goes beyond the playing field. With SPORTFIVE’s unmatched global network and my team's expertise in personal representation, we aim to offer a comprehensive service that empowers our clients to maximize their potential on and off the field. This is what sets ProjectFIVE in collaboration with SPORTFIVE apart - combining personalized, boutique services with a global reach.
Interviewer: With athletes increasingly viewed as global brands, how do you manage the balance between personal branding and staying true to their sports careers?
Marc Kosicke: It’s all about authenticity. An athlete’s brand must resonate with their core values and the qualities that make them unique. Jürgen Klopp, for example, is not just a successful coach but also a relatable figure whose charisma and leadership resonate deeply with fans. Managing his brand involves amplifying these authentic traits, whether through social media, brand partnerships, or philanthropic efforts. Authenticity is what drives trust and engagement, and it’s at the heart of everything we do at projectFIVE.
Interviewer: With individual branding becoming so important, do you anticipate that athletes and coaches surpassing clubs in terms of value?
Marc Kosicke: We're already seeing that trend. For some athletes, their individual endorsement earnings far surpass their salaries. Take LeBron James - his 2023 earnings topped 120 million EUR, with approximately 75 million EUR coming from endorsements, media ventures and business investments. It's the same for top footballers like Lionel Messi and Neymar, whose off-the-field earnings account for the majority of their income. This shift in focus from club-first to individual-first is particularly evident in social media engagement. An athlete like Ronaldo posts on Instagram and can immediately reach over 640 million followers, a level of direct engagement that clubs or federations simply cannot match to date.
Interviewer: Marc, what are some of the biggest growth opportunities in this individual-focused sports marketing space?
Marc Kosicke: The direct-to-consumer (DTC) model offers massive opportunities for growth. Athletes and personalities are content creators in their own right. They can reach millions of fans through social media platforms, podcasts and personal apps. Look at how Jürgen Klopp interacts with fans – to date not through press conferences or stadium appearances anymore but through digital media, podcasts and even brand promotions, which are often tailored to highlight his unique personality. Beyond digital content, we also see a lot of potential in brand partnerships where athletes and coaches become part of the product development process. For instance, athletes are now co-launching fashion lines, wellness products and even tech ventures. This shift from endorsement to co-creation offers a deeper, more genuine connection with consumers.
Interviewer: Looking forward, what is SPORTFIVE’s vision for growth in this space? How do you plan to position yourself in the individual branding market?
Ron Wiegand: SPORTFIVE’s ambition is to be a leading agency in developing and maximizing the commercial potential of athletes, coaches and personalities while also advising on career opportunities and being on the forefront of athlete representation with projectFIVE. We're further investing into our expert teams in content production, digital marketing and data analytics to offer our clients a complete ecosystem to build and grow their personal brands. With the recent launch of ProjectFIVE we are professionalizing and prioritizing athlete representation and career management services to complement our existing SPORTFIVE offering across commercialization, Internationalization and brand building.
We’re also heavily focused on expanding beyond traditional markets. For instance, in Asia and North America, where fandom around individual athletes is huge, we’re looking at opportunities to create commercial partnerships and develop new opportunities, not just for athletes but also for clubs, leagues and federations. The recent launch of the International Masters League in India is just one example how we will utilize our expertise and network to further develop the sport market and the associated business opportunities. Obviously, these new formats provide a fertile ground for athletes to further engage with their community.
Interviewer: If I recall the press release correctly it is mentioned that projectFIVE offers bespoke career consulting and post-career planning. Can you elaborate on how these services will address the challenges athletes face in transitioning from active sports to life beyond?
Marc Kosicke: Transitioning out of active sports is a crucial phase for any athlete. Many face uncertainty about how to channel their energy, talents, and influence. At projectFIVE, we focus on creating sustainable strategies for this phase, whether it's through entrepreneurship, media roles, or brand ambassadorial positions. For example, we've supported athletes in developing new business ventures or aligning with meaningful philanthropic causes. It's about ensuring their legacy extends well beyond their competitive years.
Interviewer: Your team’s focus on sponsorship and brand partnerships is also mentioned in the press release. How does SPORTFIVE and projectFIVE approach these differently compared to traditional methods?
Ron Wiegand: Sponsorship today is more about storytelling and alignment than raw visibility. We focus on creating campaigns that the athlete’s story aligns with the brand’s mission. For instance, athletes are increasingly involved in co-creating products, from apparel lines to tech ventures. This co-creation model fosters a deeper connection with the audience and delivers greater value for both the athlete and the brand.
Interviewer: With projectFIVE expanding, how do you envision the next phase of growth for the brand?
Marc Kosicke: Our growth strategy involves expanding into European markets and beyond. We’re also exploring emerging sports and industries, ensuring we stay ahead of trends. Our collaboration with SPORTFIVE allows us to leverage their extensive network while maintaining a bespoke approach to client management as a boutique style agency. Ultimately, our goal is to set the standard for athlete and personality representation globally.
The future is about empowerment and sustainability. Athletes and coaches now have the tools to influence not only sports but also culture and society at large. ProjectFIVE is here to guide them in this journey, helping them unlock opportunities and build legacies that go beyond championships.
Marc Kosicke
Interviewer: One final question to each of you. Marc, what does the future hold for ProjectFIVE and its impact on the sports marketing industry?
Marc Kosicke: The future is about empowerment and sustainability. Athletes and coaches now have the tools to influence not only sports but also culture and society at large. ProjectFIVE is here to guide them in this journey, helping them unlock opportunities and build legacies that go beyond championships. Together with SPORTFIVE, we’re setting a new benchmark in sports marketing and representation.
Interviewer: Ron: How will the shift from clubs and leagues to individuals impact the industry overall?
Ron Wiegand: The continued rise of individuals in sports marketing is one of the most important trends within the industry. Even though the trend is not new anymore it is still considered a trend by us at SPORTFIVE. For sure we are also looking at other developments such as the rapid growth of women’s sport. But coming back to today’s topic, our endeavors within the athlete representation and management business is an area that complements our existing business capabilities perfectly and will further cement our position as worldwide leading sports marketing agency across our service offering that includes consulting, sponsorship sales, activation, athlete representation and commercialization as well as media brokerage.
Interviewer: Philipp: How would you describe the vision of these new business endeavors as a whole?
Philipp Hasenbein: For SPORTFIVE, our vision is to become the most progressive and respected partner in sports. Enabling these individuals to fully unlock their potential, both on and off the field will be the next step to further fuel our vision. The future is about building legacies, not just winning trophies, and we’re proud to help athletes, coaches and personalities to build those lasting legacies. I am certain that, with our new brand projectFIVE, we will be leading the way within the Athletes, Coaches and Personality representation space in Europe and beyond. And with the addition of our SPORTFIVE expertise these personalities will certainly excite with their personal brand and attract commercial partnerships that align with their values. I am excited about the future and the success we will create on behalf of our clients and partners.
Interviewer: Thank you for sharing these insights. It will be exciting to watch how SPORTFIVE and projectFIVE continue to shape the future of sports marketing!
Read the press release about the launch of projectFIVE here.
