With the growing popularity of social media sites and apps, brands have found themselves with a fantastic opportunity to take control of their own marketing.
It also creates a challenge as brands need to create content that their users will engage with. By using a brand ambassador a brand can do this effectively. The sponsored athlete can post content on their own social media channels as well as managing the social media accounts for the company during interesting times.
An example would be as an athlete competes in the European Championships they can post their journey on the brands accounts. There are many approaches that this can be used. By leveraging the athletes following brands can increase their engagement with their target market and create the win-win scenario.