Athlete Marketing for Small Businesses

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.

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

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.