“Small businesses can become part of an athlete’s success story”

Darcy Young, the founder of Contested, sits down to discuss the impact partnering with an athlete can have for small businesses

Darcy Young, the founder of Contested, is on a mission to rebalance the world of sport. Having worked with athletes, she realised that so many of them faced the same problem: despite competing at the highest level and having a highly-engaged fan base, they were not making enough money from sport. From those conversations came Contested, a new approach to creating meaningful partnerships between businesses and athletes in a way that benefits both parties. Businesses benefit from the influential power of athletes, and in turn the athletes are financially rewarded for their efforts.

Young, who has a background in innovation and product design at multi-national companies, saw a gap in the market. "We know that small businesses struggle to compete with large corporations when it comes to marketing budgets,” she says. “At the same time, many athletes, especially those outside of mainstream professional leagues, are looking for support to sustain their careers. I knew there had to be a way to bring these two worlds together."

The concept behind Contested is simple but powerful. The platform connects businesses with athletes who align with their brand values and target audience. This partnership allows businesses to leverage an athletes’ engaged following while providing financial and professional support to the athlete. "It’s not just sponsorship or partnerships, it’s a strategic collaboration," Young explains.

One of the biggest advantages for businesses, according to Young, is authenticity. "When an athlete genuinely believes in a product or service, their endorsement carries weight. It’s not a scripted advertisement, it’s a real recommendation, and consumers can tell the difference. Athletes are hugely trusted and respected figures in communities, and we are already seeing how much customers resonate with them."

Since launching Contested, Young has seen firsthand the impact these partnerships can have. She recalls a recent collaboration between a sports recovery brand and a top-level athlete healing from a knee injury. "The athlete wasn’t just wearing the brand’s apparel, she was integrating it into her training routine, talking about it organically on social media, and even involving her community with polls and Q&As. The brand became part of her story as she fought to get back into full fitness. They saw a direct increase in engagement and sales as a result," Young shares.

As more businesses recognize the power of athlete marketing, Young is focused on making Contested even more accessible. "We want to ensure that any small business, regardless of its size or industry, can find an athlete partner who fits their vision,” she says. “Whether they’re looking for a one-time promotional campaign or a long-term ambassador, we have options for everyone. As an example of that, we have really seen the power of college athletes in marketing for small, local businesses.”

Looking ahead, Young envisions Contested expanding to new markets and sports, particularly in North Carolina and Bloomington, helping even more athletes and businesses grow together. "It’s about building lasting relationships," she says. "When businesses invest in athletes, they’re not just supporting an individual, they’re becoming part of a larger story. And that’s what great marketing is all about. We have athletes working with businesses right now who look set to get a medal at the next Olympic Games, and these businesses are delighted to be part of the story. What we are essentially offering is for small businesses to become part of an athlete’s global success story."

For small businesses looking to explore athlete partnerships, Contested offers an easy-to-use platform that streamlines the process. "Try the demo, explore the options, and see how an athlete could help your business thrive," Young encourages.

With Contested, Young is proving that marketing doesn’t have to be impersonal or out-of-reach for small businesses. By bridging the gap between entrepreneurship and sports, she’s redefining what it means to build brand loyalty and engagement in today’s market.

Rich Philip: Sport has the unique ability to capture the heartbeat of a brand

In an increasingly competitive environment, brands are continually seeking innovative strategies to connect with their audiences. Rich Philip, a brand and marketing director with over 15 years of experience in global sports marketing, believes that integrating sports into marketing campaigns offers unparalleled opportunities for brand growth and engagement. Through platforms like Contested, businesses can harness sports to elevate their marketing efforts.

Philip's extensive career has been dedicated to driving brand growth and digital innovation within global brands such as Stance Socks and Wilson Sporting Goods, sporting franchises such as Nascar and the NBA, along with the entertainment giant, Anschutz Entertainment Group (AEG). His passion for helping brands stand out is evident in his approach to marketing. "I believe that creativity is the most powerful force in business," he says. "And using the power of sport has the ability to inspire people in a way like no other. It has the unique ability to capture the heartbeat of a brand and transform it into ideas that move people."

The intersection of sports and marketing is not a novel concept, but platforms like Contested are revolutionizing how brands and athletes collaborate. By facilitating partnerships between businesses and athletes, Contested enables brands to tap into the authentic narratives and dedicated fan bases that athletes offer. Philip emphasizes the value of these partnerships: "Athletes embody stories of grit, perseverance, dedication, and triumph. When brands align their values with these narratives, they don't just promote a product, they build a connection that resonates more deeply with customers." 

Philip has a proven track record working with some of the biggest names in sport, including Daniel Ricciardo

One of the standout features of Contested is its ability to connect brands with athletes whose personal values and audience demographics align closely with the brand's identity. This targeted approach ensures that marketing campaigns are not only authentic but also highly effective. "In an era where consumers are increasingly skeptical of traditional advertising, authenticity is paramount,” Philip says. “Partnering with athletes allows brands to engage in genuine storytelling, fostering trust and loyalty among consumers. I’ve found the Contested platform to be a great place to both find athletes and along with managing campaigns, end-to-end."

Moreover, the data-driven insights provided by Contested empower brands to make informed decisions about their marketing strategies. By analyzing metrics such as audience engagement, reach, and conversion rates, businesses can fine-tune their campaigns for maximum impact. Philip highlights the importance of this analytical approach: "Understanding the metrics behind a campaign's performance is critical. Businesses need to be able to relate their investments back to attributable growth. I found that Contested offers tools needed to measure success accurately, giving me the confidence to increase investment around athletes and partnerships."

The benefits of integrating sports into marketing strategies extend beyond immediate engagement. Such collaborations can lead to long-term brand loyalty and community building, especially if the athlete goes on to have success in their sporting career. Athletes often serve as role models, and their endorsement can significantly influence consumer perceptions and behaviors. "When an athlete authentically endorses a brand, it creates a ripple effect that’s often far more impactful than endorsements from other types of influencers. Their followers are more likely to trust and engage with the brand, which in turn leads to sustained loyalty and advocacy.

“The word 'influencer' has become shorthand for inflated reach with minimal integrity. Customers see right through inauthentic content. Athletes, on the other hand, bring real authority and authenticity, making their endorsements far more trustworthy and impactful."

Rich Philip’s guide for unlocking potential with athletes through Contested: 

• Identify alignment: Make sure that the athlete's personal brand and values align with those of your company. The more information you share about your values and goals the better. This congruence is essential for authenticity. If you’re unsure which athletes might work, get in touch, and one of the team will help you find some suitable options.

• Leverage storytelling: Utilize the athlete's journey and experiences to craft compelling narratives that resonate with your target audience. For example, have they overcome anything in their sporting or personal lives that would resonate with your audience? 

• Engage target communities: Athletes often have strong ties to communities, whether that’s on a local level or specific geographical area. Collaborating with them can help brands tap into these networks, fostering deeper emotional connections.

1. Measure impact: Use the analytical tools provided by Contested, as well as your own, to track the success of campaigns and make data-driven adjustments as needed.

For brands eager to explore this innovative approach, embracing the synergy between sports and marketing could be the key to unlocking new levels of success and consumer engagement.

How all small businesses can use sport to boost their marketing

Unlock a high-return, low-cost marketing channel for your small business by using the power of sports

When you run a small business, every penny of your marketing budget has to deliver results. Whether it’s Google Ads, a newsletter or social media, standing out from the crowd is the key to engaging with your target audience.

At the same time as businesses like yours look for innovative marketing solutions, there are many athletes, even Olympians, who don’t make a living from their sport despite performing at the highest level. They offer highly-engaged audiences which are often geographically tied to specific areas, whether that be where they live, train, or even compete.

Forming a partnership with one of those athletes can be hugely beneficial to your business. Whether you offer a service or a product, trust is key – and that’s why turning to athletes offers an elevated ambassador for your brand.

What’s the benefit to me?

A growing number of small businesses are turning to athletes to help advertise their services and win business.

Athletes can offer you things like hospitality packages, which you can pass on to clients of yours or take advantage of yourself, or tickets to events. You may also have benefits such as your business name in the athlete’s social media bio, or other social media promotion.

For example, Contested recently worked with an IT consultancy business to help them unlock the power of sports marketing. The company’s values of security and trust were key to their messaging. Their main channel of communication with their potential customers was a newsletter. We paired them with a high-performance athlete who is a serving member of the military. The athlete created content for the business’s newsletter and social media channels about the military’s values and how they match with the business’s aim to protect their customers. Despite a modest budget, the campaign was a huge success, surpassing the targets set by the company’s marketing manager for lead generation and engagement on the website.

Interested in seeing how an athlete could help your business? Try a Contested demo, which suggests options that could work for you.

What businesses can partner with athletes?

Any business can partner with an athlete. Sportspeople naturally bring powerful stories with them — tales of perseverance, triumph, and discipline. Incorporating these narratives into your marketing can humanize your brand and create compelling content. Whether through social media posts, video campaigns that you can share with your client list, or in-person events, athletes can add a personal dimension to your brand that resonates with your audience.

Many of them have jobs alongside their sport, so it’s even possible to be connected with an athlete who works in the same field as you.
If you offer a service like accounting or legal support, sponsoring an athlete is a great way to generate exciting content for your website and social media, as well as promoting good feeling towards your business in your area.

How athletes help you demonstrate social value

Increasingly, businesses are prioritizing making a genuinely positive impact on the local area. In fact, social value work is becoming a more regular requirement for businesses to demonstrate during tender processes. Sponsoring an athlete is a great social value initiative, as you are not only supporting their career, but enabling them to be a positive role model in your area.

Clients like seeing you deliver value to your community. By helping an athlete, you are signaling to your customers that you are a business that gives back.

How much does it cost?

There is no set cost for partnership. The typical athlete sponsorship range is $1-5k per year, but there are also opportunities to partner with athletes on a smaller scale, such as buying boots or equipment for an athlete, or a larger scale such as a longer-term financial partnership.

How to get started

At Contested, we connect athletes with small businesses in their area to create effective and impactful partnerships with affordable and flexible options for any business.