Brands 'wasting' athlete sponsorship value, says former Nike editor
UKPulse Local Desk
Dan Rookwood, Nike's former global editor-in-chief, argues that brands are not fully utilising their time with star athletes, leading to missed opportunities in content creation.
- Dan Rookwood, former global editor-in-chief at Nike, believes brands are wasting allocated time with star athletes.
- He suggests that brands often fail to create engaging, consumer-facing content despite significant sponsorship investments.
- Rookwood now works with brands and talent management to improve athlete content partnerships.
Brands are reportedly leaving value on the table by not making the most of their time with star athletes, according to Dan Rookwood, Nike's former global editor-in-chief.
Mr Rookwood, who spent four years in the role at Nike, observed that opportunities were frequently missed. He noted that athletes' allocated time at headquarters was often consumed by internal obligations rather than creating consumer-facing content.
He recalled an instance where Nike Golf had unused time with Tiger Woods but no clear plan for its use. Mr Rookwood now helps brands and talent management to develop content formats that athletes want to participate in, aiming to turn contractual appearances into engaging entertainment.
Why this matters: Brands are spending large sums on athlete sponsorships, and improving how they use this access could lead to more effective marketing and brand building.