For years, influencer marketing was seen as a top-of-funnel play—great for brand awareness but not much else. Fast forward to today, and the game has changed completely. Influencers are now driving impact across the entire customer journey, from discovery and consideration to purchase and long-term loyalty.

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For CPG brands, this shift is game-changing. Why? Because influencer-driven content is proving to be more trusted, more engaging, and—most importantly—more effective at driving conversions than traditional digital ads.

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And when it comes to the most effective influencers in the space? Athlete-influencers are standing out as some of the highest-performing brand partners.

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The Rise of Full-Funnel Influencer Marketing

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Brands that once used influencers solely to generate buzz are now integrating them into every stage of the marketing funnel—and the results speak for themselves.

• Higher ROI & Sales Impact – A Nielsen analysis of CPG campaigns found that full-funnel influencer marketing strategies (content driving awareness, consideration, and conversions) generated 45% higher ROI and a 7% lift in offline sales compared to awareness-only campaigns. (Think with Google)
• Influencer-Driven Conversions – Influencers don’t just spark interest—they sell. According to Sprout Social, 49% of consumers make a purchase at least once a month due to influencer content, and 86% buy because of an influencer at least once a year.
• Trust Wins in the Consideration Phase – Consumers trust influencers more than brands. A Matter Communications study found that 69% of consumers trust influencer recommendations as much as those from friends and family. (Marketing Dive)
• Influencer Marketing is Mainstream – In 2024, 82.7% of U.S. marketers at companies with over 100 employees are using influencer marketing—a number expected to keep growing.

The numbers don’t lie: Influencers are now integral to performance marketing, not just brand awareness.

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Why Athlete-Influencers Are the Ultimate Brand Partners

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Within influencer marketing, athlete-influencers have become some of the most effective and trusted brand ambassadors. From pro athletes to collegiate stars and micro-influencers in niche sports, athletes bring a unique blend of credibility, engagement, and influence that sets them apart from other influencer categories.

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1. Unmatched Audience Engagement

Athlete-influencers consistently outperform other influencers when it comes to engagement. Sports fans are deeply invested in their favorite athletes and actively follow their updates, making them a highly engaged audience for brands.

• Athlete influencers boast an average engagement rate of 5.6%—more than double the 2.4% rate for non-athlete influencers. (OpenSponsorship)
• Sports fans don’t just follow—they trust and act on athlete endorsements, leading to higher conversion rates.

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2. Athletes Are More Trustworthy Than Traditional Influencers

One of the biggest challenges for brands in influencer marketing is authenticity. Consumers can spot a fake endorsement a mile away—but when an athlete promotes a product, it carries real weight.

• 78% of sports fans say they’re more likely to purchase a product if it’s endorsed by their favorite athlete.
• For female consumers, this effect is even stronger—women’s sports fans are 2.8× more likely to buy a product recommended by a female athlete than by a non-athlete influencer.

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Athletes build their careers on performance, discipline, and credibility—and these qualities translate to their endorsements. Their recommendations feel authentic, not forced, making their influence even more powerful.

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3. Athletes Inspire Action, Not Just Interest

Unlike traditional influencers, athletes inspire their followers through their lifestyle, work ethic, and achievements. Fans look up to them, which means their recommendations carry emotional weight and drive real consumer behavior.

• Fitness and nutrition brands, for example, see higher conversion rates when endorsed by athletes, as fans genuinely aspire to follow their routines.
• Sports fans are highly loyal, meaning athlete endorsements don’t just result in one-time purchases—they foster long-term brand affinity.

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This inspirational factor means that when an athlete authentically incorporates a brand into their content—whether it’s a sports drink, protein snack, or fitness apparel—their audience doesn’t just listen. They act.

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How Brands Can Leverage Athlete-Influencers for Full-Funnel Impact

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To maximize the impact of athlete-influencer marketing, brands should align campaign goals with the right stage of the funnel:

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This full-funnel approach ensures that athlete-influencers do more than just raise awareness—they drive sales and foster long-term brand affinity.

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Final Thoughts: Why Athlete-Influencers Are a Must for CPG Brands

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The days of using influencers just for brand awareness are over. Today’s most successful influencer marketing strategies engage consumers at every stage of the journey—and athlete-influencers are proving to be among the most effective partners for brands looking to convert customers, not just reach them.

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By leveraging the trust, engagement, and authenticity of athlete-influencers, CPG brands can:

✅ Reach a highly engaged audience

✅ Build trust and credibility with consumers

✅ Drive measurable conversions and ROI

✅ Foster long-term customer loyalty

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For brands looking to win in influencer marketing, tapping into the power of athlete-influencers is not just a good move—it’s a game-changer.

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Want to see how athlete-influencer partnerships can take your brand to the next level? Let’s talk. 🚀

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