Industry

Historically, athletic performance was the primary driver of overall success of an athlete, which would many times transcend the sport itself into assumed marketability for partnerships. That has changed with the evolution and growth of social and digital media and the talent’s ability to authentically build and hone a brand with a network of fans.

On-court performance still matters and is directly correlated to visibility and exposure. More highlight reels and articles bring more chances to connect with an audience. Even if a top caliber athlete doesn’t engage in social media directly, they can still be relevant for opportunities and considered via the Unlock Talent Relevancy Index. For example, Nikola Jokic’s superior game play and sport accolades makes his appeal undeniable to sports fans and therefore drives strong scoring in both earned and industry factors.

(Nikola Jokic overall Relevancy Index and his detailed Industry Index)

Owned media

We know an athlete’s influence expands further than just what they accomplish on the court/field/pitch. They are taking control of their own narrative and brand by activating on their own social footprint, enabling them to be known as an individual instead of just a player.

Athletes, like Angel Reese, are strategically and successfully creating their personal brand on social and digital outlets. By tracking and scoring this aspect of her persona, the Relevancy Index can highlight key moments where her efforts are helping her gain influence off the court.

Rookies may not always have the ability to command more playing time or be mentioned in the news like their veteran teammates, but optimizing the channels they do own, can elevate their brand and drive reach and engagement with fans. The Relevancy Index can compare rookies, veterans, legends and journeymen throughout their careers, creating baselines at each tier to show how athletes like Angel Reese are outperforming in influence and marketability even the most seasoned athletes in the first few seasons.

(Angel Reese overall Relevancy Index and her detailed Owned Media Index)

Earned media

Conversation about talent in media impacts their relevancy not only by the volume of mentions but also by the tone and sentiment. As brands evaluate suitable campaign targets, earned media is often looked at for potential risk assessment. The more volume at which an athlete is reported on with a higher sentiment value, the safer that athlete is to feature in brand collaborations.

For someone like Caleb Williams, his earned media performance demonstrates his strong and consistent relevance throughout the NFL season, ranking 8th overall among NFL players, despite the Chicago Bears having a challenging performance year.

(Caleb Williams overall Relevancy Index and his detailed Earned Media Index)