Why Australian Athletes Need to Show Their Personalities Outside Sport: The Secret to Massive Commercial Success
The days of Australian athletes being defined solely by their on-field performance are over. Today's most successful sports stars are building million-dollar personal brands by showcasing their authentic personalities beyond their sport, and the numbers prove it's working.
The Personality Premium: Why Gen Z Fans Are Choosing Athletes Over Teams
Recent research from MKTG Sports & Entertainment reveals a game-changing insight:
Gen Z are 20% more likely to support athletes who show their personality outside of the sport. This isn't just a passing trend; it's a fundamental shift in how fans connect with sports figures.
Australian athletes who embrace this approach are seeing extraordinary results. Take Christian Petracca, whose recipe-focused Instagram account (@on.trac5) has amassed 539,000 followers, significantly outperforming his AFL-focused account at 179,000 followers. This culinary content has unlocked brand partnerships with major companies including My Protein, Cobram Estate, YoPro, Primo, Continental, and Woolworths.
Individual Athletes Are Outperforming Their Own Teams
The data reveals a striking pattern across Australian sport: individual athletes are building larger social media followings than the clubs and codes they represent. Here's how some of Australia's top performers stack up:
- Bailey Smith (377k followers) > Geelong Cats (263k)
- Christian Petracca (539k) > Melbourne Demons (164k)
- Josh Addo-Carr (313k) > Parramatta Eels (253k)
- Nathan Cleary (450k) > Penrith Panthers (404k)
- Ellyse Perry (2.6m) > Australian Women's Cricket Team (272k)
This shift represents a massive opportunity for athletes to leverage their personal brands for commercial success, independent of their sporting organisations.
The Creator Economy Gold Rush for Athletes
Australian athletes are increasingly embracing the creator economy, transforming from pure competitors into content creators, entrepreneurs, and lifestyle influencers. This evolution is opening up revenue streams that extend far beyond traditional sporting contracts.
Food Content: The Unexpected Winner
Food-themed content is proving particularly successful among Australian athletes:
- Jack Bostock (Dolphins) showcases his cooking skills on "Bossy Cooks" TikTok
- Cam Zurhaar (North Melbourne) runs "Bullscooking" on Instagram and TikTok
- Teigan O'Shannassy (NSW Swifts) launched "Tossed Together," a nutrition consulting business
Beyond Instagram: Diversifying Digital Presence
Smart athletes are expanding beyond traditional social media:
- YouTube channels: Olympic diver Sam Fricker has built 5.85 million subscribers
- Subscription platforms: Athletes like Nick Kyrgios are leveraging OnlyFans' 80% revenue share
- Professional networking: Daniel Ricciardo and Ash Barty used LinkedIn to announce strategic partnerships with Optus
The Commercial Impact: Million-Dollar Personal Brands
The commercial potential of athlete personal branding is staggering. Australia's biggest sports stars command millions of online followers:
- David Warner: 10.7 million
- Daniel Ricciardo: 9.6 million
- Ben Simmons: 7.2 million
- Oscar Piastri: 4.5 million
- Nick Kyrgios: 4.2 million
These follower counts translate directly into commercial opportunities through brand partnerships, sponsored content, product endorsements, and entrepreneurial ventures.
Why Traditional Athletes Are Missing Out
Athletes who maintain purely sport-focused social media presence are leaving money on the table. Here's why:
- Limited audience connection: Fans want to see the person behind the performance
- Reduced brand partnership opportunities: Brands seek authentic, relatable content
- Missed revenue streams: Content creation opens multiple monetisation channels
- Shorter commercial lifespan: Personal brands can outlast athletic careers
The Global Trend: Learning from International Success
International athletes are proving the power of personality-driven content:
- Cristiano Ronaldo broke YouTube records, gaining 1 million subscribers in 90 minutes
- Golf professionals like Bryson DeChambeau (2.1m YouTube subscribers) are building massive creator followings
- NFL legend Tom Brady runs his own newsletter "199" sharing personal insights
The LinkedIn Opportunity: Professional Networking for Athletes
LinkedIn represents an untapped goldmine for Australian athletes. The platform is less saturated than Instagram or TikTok, making it easier for athletes to stand out and connect with business professionals and potential commercial partners.
Strategic LinkedIn use helped Daniel Ricciardo frame his Optus partnership as "Chief Optimism Officer" rather than just another sponsorship deal, reaching professional audiences and adding credibility to his personal brand.
What This Means for Your Career
The evidence is clear: Australian athletes who showcase their personalities outside sport are:
- Building larger, more engaged audiences
- Attracting more lucrative brand partnerships
- Creating sustainable revenue streams beyond their sporting careers
- Connecting with younger fans who drive commercial value
Ready to Build Your Personal Brand?
The creator economy isn't waiting for athletes to catch up. Every day you maintain a purely sport-focused presence is a day you're missing out on commercial opportunities.
Building an authentic personal brand that showcases your personality requires strategy, consistency, and expertise. It's about finding your unique voice, understanding your audience, and creating content that genuinely connects with fans while attracting commercial partners.
The athletes who succeed in this new landscape aren't just talented competitors; they're strategic personal brand builders who understand that showing their personality is the key to unlocking their full commercial potential.
Don't let your competitors get ahead. The time to start building your personal brand is now.
Sources: MKTG Sports & Entertainment research, Notice Sports analysis, social media follower data as of 2025
