7 Things Brands Are Looking for in Athletes from March Madness: A PlayersOnly Perspective
Athletes during March Madness should focus on charisma, social media presence, elite performance, personal storytelling, cultural relevance, long-term potential, and brand alignment to attract sponsorships and build their personal brands for future success.
March Madness isn’t just about buzzer-beaters, upsets, and creating unforgettable moments on the court—it’s also about athletes positioning themselves for lucrative sponsorship opportunities. For players, this time is not just an opportunity to shine in front of millions of fans but also a chance to build a personal brand that will carry over long after the tournament. Last night, Houston made a huge statement with their dominant win, and for the athletes on the team, this is a prime example of how performance during March Madness can lead to serious brand opportunities. So, what exactly are brands looking for in athletes during this time? Here’s a players-only look at what matters most from a sponsorship perspective, with Houston’s recent win as a perfect case study.
1. Charisma and Marketability Beyond the Court
While dominating on the hardwood is crucial, it's the personality you bring off the court that can make a significant difference when it comes to attracting brands. Last night’s game showed Houston’s star players stepping up under pressure. But beyond the on-court performance, it’s about how those players connect with fans off the court. Brands want athletes who stand out as engaging, authentic, and relatable. Whether it’s your post-game interviews, how you carry yourself with your teammates, or how you interact with the fans, these moments can make or break your marketability.
For players like Houston’s stars, those who demonstrate leadership, confidence, and charisma are often sought after by brands, particularly those who can build genuine connections with audiences. It’s about more than just being good at basketball—it’s about how your personality translates to your brand image. If you’re the type of player who makes fans feel like they could be your friend, or who shows true emotions and leadership in key moments, that resonates with both your audience and potential sponsors.
2. Social Media Savvy: Build Your Digital Presence
In the age of social media, an athlete's digital presence can be just as valuable as their performance on the court. For players, March Madness provides a stage to turn viral moments into lasting online content. Houston’s performance last night is likely to be all over social media, and for the players, that visibility is gold. Brands are always on the lookout for athletes who are not only great at what they do but also know how to use their platforms to amplify their image.
If you’re active on social media and able to engage with your audience in creative ways, you increase your marketability. Think about sharing personal moments, celebrating wins with your teammates, or showcasing your life outside of basketball. Sponsors want athletes who can create buzz and engage with their audience beyond game day, and if your content can go viral, it can catch the eyes of brands looking for influencers who have strong, engaged fanbases. After Houston’s big win, the athletes who seize that moment to post and engage will likely see increased opportunities for partnerships.
3. Elite Performance Under Pressure
Let’s be real: if you want to attract big brands, it all starts with performance. Last night, Houston showed what happens when you perform at an elite level during March Madness—showing up under pressure and dominating the game. March Madness is a stage for players to prove themselves on the biggest possible stage, and if you show up during clutch moments, that doesn’t go unnoticed. Brands want athletes who perform well under pressure—players who are capable of stepping up in high-stakes moments and delivering when it counts.
Athletes who dominate throughout the tournament, especially those who make game-winning plays or help their teams advance deep into the bracket, are often the ones who become household names. Houston’s players, particularly those who shined in last night’s game, are now on the radar for potential endorsement deals. If you’re able to maintain a high level of performance throughout the tournament, especially in key games like last night’s win, you'll catch the eyes of sponsors who want to associate with top-tier talent.
4. A Story People Want to Follow
In a crowded marketplace of athletes, what makes you unique can be a game-changer. Beyond the stats, your personal story matters. How did you get to this point? Did you overcome adversity? Do you have a passion outside of basketball that makes you stand out? These personal narratives are what make athletes relatable and compelling to brands.
As a player, you’re more than just a highlight reel. The ability to share your story—whether it’s about how you grew up, challenges you’ve faced, or what you stand for—creates a connection with fans and brands alike. Houston’s victory last night is just one chapter in a bigger narrative for the team and its players. This victory could serve as the perfect moment for athletes to reflect on their journey and connect with fans on a deeper level. This can be the difference between a brand choosing you for an endorsement over another player. Fans love athletes who inspire them, and brands want to tap into that emotional connection. So, don’t be afraid to embrace and share your story—it’s your unique selling point that could land you the next big sponsorship deal.
5. Cultural Relevance and Trendsetting
In today’s marketing landscape, brands want athletes who are culturally relevant and can help them reach younger, more diverse audiences. As a player in March Madness, your visibility provides a unique opportunity to tap into the cultural zeitgeist. Athletes who make waves in fashion, social activism, or music can become more than just athletes—they become trendsetters.
If you’re involved in important social causes, push boundaries in terms of fashion, or engage in popular cultural movements, you’ve already built a connection with an audience that goes beyond basketball. Whether it’s showing off your style during media day, using your platform to speak out on important issues, or collaborating with musicians or designers, athletes who are seen as part of the larger cultural conversation are prime targets for brands. After a huge win like Houston’s last night, the athletes who are also seen as part of cultural movements—whether in music, fashion, or activism—will have even more opportunities to attract big brands.
6. Potential for Long-Term Success
Brands are always thinking about the future, and that’s especially true for college athletes. While March Madness is a perfect chance to get noticed, brands are looking for athletes who have the potential to succeed well beyond college basketball. Whether you’re planning on going pro or you have other long-term goals, your potential for longevity matters.
Sponsors are looking for athletes who have the ability to stay relevant and successful over time. Houston’s win last night puts their players in a position to go deeper into the tournament, and for those who continue to perform well, it could lead to professional opportunities. If you show signs of being a player who will make an impact in the pros or continue to build a strong presence in the sports world, brands will want to lock you down for the long term. That means it’s not just about performing now—it’s about showing the potential to become a lasting figure in the sport and in the broader market.
7. Brand Fit: Alignment with Company Values
Finally, it’s about the fit between you and the brand. For athletes, it’s important to think about the kind of brands you want to partner with—those that align with your personal values and image. Brands want athletes who are authentic and genuinely connected to the products or causes they’re endorsing. Whether it’s sports gear, lifestyle products, or charitable organizations, aligning with a brand that resonates with your personal identity and passions is key.
If you want to build long-term, meaningful partnerships, make sure you’re being true to yourself and your brand. Houston’s players now have the opportunity to partner with brands that reflect the team’s competitive spirit and dedication. Athletes who partner with brands that share their values are more likely to build lasting relationships that go beyond just a paycheck.
For athletes in March Madness, this isn’t just a chance to make a name for yourself on the court—it’s an opportunity to build your personal brand for the future. Houston’s big win last night is just one example of how a single performance can change the trajectory of a player’s career. By showing off your charisma, leveraging your social media, performing under pressure, sharing your personal story, staying culturally relevant, and ensuring long-term potential, you set yourself up for success beyond college basketball. Brands are looking for athletes who not only deliver in March Madness but who can grow into the next generation of sports icons. Whether you’re the star of the tournament or an underdog who makes a splash, March Madness is your moment to shine—not just as a player, but as a brand.
