SXSW 2024

Athlete as a Brand: Creating Authentic Connections


Athletes today are building businesses, nonprofits, and creating identities that go well beyond the court, field and stadium. They’re interested in having meaningful conversations with brands that want to invest dollars not just in the person’s athletic success, but in who they are and what they stand for. Brands will learn best practices to create authentic relationships with athletes while driving new value for consumers. And athletes will walk away with a new playbook for how they can make the most out of their own personal brand.

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  1. What drives true value for brands when they invest more than their dollars
  2. Education on new forms of media, new marketing channels, and new kinds of partnerships
  3. Considerations athletes should be making as they plan for a career beyond professional sports


  • Beth Sidhu, Chief Brand and Communications Officer, Stagwell
  • Brandon Marshall, Founder and CEO, I AM ATHLETE


Sarah Arvizo, Director, Media Relations, Stagwell

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Beginner

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