Athletes offer brands and events powerful credibility, emotional connection, and audience engagement. Whether you choose a retired legend or a current star, understanding the unique benefits of each can help you design a campaign or event that maximizes impact.
At Mayfield Sports Marketing, we are a full service booking agency with over 15 years of experience connecting clients with professional athletes and motivational speakers. Based in Wisconsin, we help brands and organizations select the right athlete partners and build strategies that deliver results.
Retired vs Current Athletes: What’s the Difference?
Both retired and current athletes bring value, but they contribute in different ways. Knowing when to use one type versus the other can elevate your marketing campaigns, events, and endorsement activations.
Retired Athletes
Retired athletes have finished their competitive careers but carry lasting legacy, credibility, and fan loyalty. They often have more flexible schedules and are able to attend events throughout the year.
- Availability: They are more accessible for appearances during peak event seasons.
- Legacy Recognition: Fans remember their careers and accomplishments clearly.
- Storytelling: Longer narratives and career reflections resonate well with audiences.
- Cost Flexibility: Generally lower fees than current superstars in season.
For example, Hall of Famer George Brett offers decades of brand legacy and deep credibility for promotions and speaking engagements. His established reputation resonates with multi-generational audiences.
Similarly, former stars like Ahman Green bring practical insights about dedication, consistency, and life after sports, making them ideal for corporate and community events.
Current Athletes
Current athletes are actively competing and often have strong social media presence, fresh relevance, and high visibility.
- Social Influence: Active seasons drive fan engagement across digital platforms.
- Trend Relevance: Their current achievements make them highly topical.
- Youth Appeal: Younger fans often connect first with modern players.
- Live Event Excitement: Appearances close to games or seasons increase excitement.
Athletes like Jayden Reed and Romeo Doubs provide a modern voice that appeals to younger audiences and social media communities. Their on-field relevance amplifies brand messages and drives online conversation.
How to Choose Between Retired and Current Athletes
Choosing the right athlete depends on your goals, audience, and timing. Here’s how to make that decision.
1. Define Your Audience
- Corporate and Professional Events: Audiences often value legacy, wisdom, and long-term perspective. Retired athletes like Gilbert Brown can deliver deep storytelling about teamwork and leadership.
- Youth or Millennial Audiences: Younger fans tend to engage more with current athletes such as Rashan Gary or Tucker Kraft, who bring modern relevance and strong digital visibility.
2. Align With Your Message
Consider what you want your event or campaign to say:
- Leadership and career lessons? Retired athletes provide rich narratives about lifetime achievement.
- High energy, trend relevance, and social buzz? Current athletes bring topical appeal and viral potential.
3. Timing Matters
Current athletes are often limited during competitive seasons, so events outside peak schedules improve availability. Retired athletes offer more flexibility year round, allowing for tighter event deadlines and seasonal promotions.
Creative Ways to Leverage Athlete Partnerships
No matter which type you choose, here are effective ways to leverage athlete talent:
- Talks and Keynotes: Use athletes as motivational speakers at conferences, meetings, or company retreats. Their personal stories about dedication and resilience create powerful learning moments.
- Social Media Campaigns: Coordinate athlete posts, takeovers, challenges, and live Q&A sessions. Current athletes’ social followings can drive measurable traffic and engagement.
- Product Launches and Demos: Athlete appearances at product unveilings or experiential demos add credibility and draw crowds.
- Charity Events and Fundraisers: Retired athletes often champion community causes, making them excellent partners for nonprofit events.
- Brand Endorsements: Athletes serve as authentic brand ambassadors in advertising, digital media, and experiential marketing.
Measuring Success With Athletes
To ensure your activation delivers results, define key performance indicators (KPIs) ahead of time:
- Social media engagement and reach
- Website traffic and conversions
- Event attendance and ticket sales
- Earned media placements
- Merchandise sales
Tracking these helps you understand the impact of your partnership and refine future campaigns.
Why Mayfield Sports Marketing Makes the Difference
Booking and activating athlete partnerships can be complex. From scheduling and contracts to logistics and messaging, many moving parts determine success.
- Athlete selection based on audience and message
- Contract negotiation and fee management
- Coordination of travel, appearances, and obligations
- Strategic activation planning and measurement
With more than 15 years of experience, we make it simple to connect your brand or event with professional athletes whose stories and presence enhance your goals.
Final Thoughts
Both retired and current athletes can elevate your brand and connect with audiences in meaningful ways. The key is choosing the right type of athlete for your objectives and designing a compelling activation that resonates.
Whether you want the legacy and depth of a veteran like George Brett or the modern relevance of a rising star like Jayden Reed, Mayfield Sports Marketing can help you structure a partnership that drives results.
Contact us today to start planning an athlete endorsement activation that has strategic impact and lasting influence.
