Off The Field and On Brand

ATM hit the ESPYs red carpet with Chloe Pastore of Publicis Sports to ask the question brands are always guessing at: what do athletes actually want from a brand partner. The answers were honest, specific, and more human than most brand decks ever account for.

It Has to Be Organic: Every athlete said the same thing in different ways. If they do not use it, believe in it, or feel it in their daily life, no deal is worth it. Authenticity is not a buzzword. It is the filter. 🎯

Creativity and Control Matter More Than You Think: Multiple athletes said creative freedom is non-negotiable. Let them be themselves and the content will be better for everyone. Restrict them and you lose the whole point. 🎨

Family and Foundation Are Part of the Package: Several athletes want brands that buy into their foundation and their family, not just their face. The partnership has to mean something beyond the commercial. 🏆

Values Over Everything: Alignment on values, excellence, and community impact came up more than money. Athletes are thinking about what their fans will think and what young kids will see. 💡

Creators Have Changed the ESPYs: Chloe noticed something shifting on the red carpet. Creators are everywhere now and they are part of the sports community in a way that simply was not true before. 📱