Now playing in hipper-than-ever Brooklyn, Deron Williams is now setting some trends of his own. It seems D-Will is now employing his own reporters to cover the PG's life both on and off the court.
Athlete Interactive, which manages websites for over 20 athletes (including DeronWilliams.com and AaronAfflalo4.com), both publishes content and designs the layout of the pages. The websites have earned enough respect league-wide that the personal reporters are now receiving press credentials to games. Given the apparent success of the sites, it will be interesting to follow the growth of their portfolio over the next 18 months.
As athletes compete for the ever-growing pot of endorsement money, Athlete Interactive enables the individuals to increase their exposure by attracting visitors to the pages.
The customized content and in-depth looks into the players' lives allow fans a unique perspective. Additionally, it allows brands without large advertising budgets to capitalize on their athlete endorsements by maximizing impressions. Furthermore, the companies do not need to spend the time, or money, to build relationships with the teams or leagues.
While Deron Williams and his representatives at Excel Sports Management review all content before it is published, the biggest challenge remains maintaining the athlete’s voice, and not one of his or her publicists or sponsors. If athletes such as Williams and Afflalo prove successful at doing so, they will certainly attract a following, which will in turn make them increasingly appealing to brands.
Given the growth of digital platforms, particularly throughout the sports industry, we may be hearing much more from Athlete Interactive in the very near future.
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