As for Howard, “Tim can make some money in the U.S. I wouldn’t call it a big payday compared to other athletes,” says Paul Danforth, head of global sales at CAA Sports. Manish Tripathi, a marketing professor at Emory University who focuses on sports, advises Howard to “make deals as soon as possible. Once the World Cup ends, the enthusiasm will wane. Think Landon Donovan after he had the big goal against Algeria in the last World Cup.”
Players can use social media to grow their individual brands. The 2014 World Cup was a great platform for players to increase their social following. Of course there are many factors that influence why people follow others on Twitter, but it is interesting to see how performance (goals scored) during the World Cup compares to Twitter followers gained. The chart below depicts the top goal scorers in the World Cup and the number of Twitter followers they gained from the day before the start of the World Cup to right after the final match concluded. The number of followers gained is divided by goals scored to get a sense of how many followers each goal was “worth” or how much the players capitalized on each goal.
Guest Entry by Abinav Bharadwaj (@Abinav_Bhar97), 2014.