Athlete Influencer Marketing: How Brands Work With Athletes and Sports Personalities in 2027

Cover: Athlete Influencer Marketing: A 2027 Guide

Athlete influencer marketing works because athletes combine two things brands want: a large, loyal audience and credibility built on real performance. In the Nordics, sport is part of everyday life – Riksidrottsförbundet, the Swedish Sports Confederation, describes the sports movement as Sweden’s largest popular movement, with around 3.1 million members in about 18,000 clubs. Heading into 2027, the brands that get the most out of athletes are the ones that plan around the sporting calendar and build longer partnerships instead of one-off posts.

Why do athletes work so well in influencer marketing?

Athletes are trusted for discipline, health and results – qualities that rub off on the brands they choose. Their audiences often follow them over many seasons, through wins and setbacks, which creates a closer relationship than many other profiles have. And because sport is something millions of people do themselves, an athlete’s training, food and recovery feel relevant to everyday life, not just to elite sport.

Which brands are a good fit?

Sports and outdoor – equipment, clothing and shoes.
Food and drink – everyday nutrition, recovery and energy.
Health and wellbeing – sleep, training apps and personal care.
Cars, travel and experiences – especially around competitions and training camps.
Brands that want to be associated with values such as discipline, persistence and team spirit.

Which formats work best?

Training and everyday content – showing how the product is used in real training or recovery.
Season and championship campaigns – built around the moments when interest peaks.
Behind-the-scenes series – travel, preparation and life between competitions.
Events and meet-and-greets – appearances at launches, stores or local clubs.
Ambassadorships – long-term partnerships that follow the athlete through several seasons.

How do you plan around the sporting calendar?

Timing matters more with athletes than with most other profiles. Competitions, training camps and off-season periods determine when the athlete can produce content and when the audience is paying most attention. Plan the big moments around the season’s highlights, and use the quieter periods for content that needs more time, such as series or product development.

What should you check before signing an athlete?

Existing sponsor agreements – many athletes already have partners in certain categories.
Rules from clubs, federations or events – some limit which brands can be shown, and when.
Fit with the audience – who follows the athlete, and does that match your customers?
Usage rights and image rights – especially for content filmed at competitions or with team clothing.

What rules apply in Sweden?

The same rules apply to athletes as to other influencers. Under the Marketing Act, it must be immediately clear that a sponsored post is advertising – also when the athlete has received products rather than a fee. Konsumentverket (the Swedish Consumer Agency) stresses that the company that hires the influencer has the main responsibility for the marketing.

How does Collabri work with athletes and sports personalities?

Our network includes well-known personalities across Sweden, Norway, Denmark and Finland – among them the alpine skier Anja Pärson. Sport also plays a part in our campaigns with entertainers: for Ellos, Collabri developed and produced a humorous video concept where Carolina Gynning and Carina Berg took on the Tough Viking obstacle race in Ellos activewear, reaching over 756,000 views.

What changes for athlete marketing in 2027?

Expect more long-term partnerships, more athletes acting as co-creators of products and campaigns, and more content that follows the athlete over time rather than single posts. Brands that combine well-known athletes with entertainers and creators will reach both sports fans and a broader audience.

Key takeaways

Sport is part of everyday life in Sweden – the sports movement has around 3.1 million members in about 18,000 clubs.
Athletes bring credibility and loyal audiences, especially for sports, food and health brands.
Plan around the sporting calendar, and check existing sponsors and federation rules before signing.

Frequently asked questions

Are athletes or entertainers better for a campaign?

It depends on the goal. Athletes bring credibility in health and performance, while entertainers often reach a broader audience. Many campaigns combine both.

Can athletes promote any brand?

Not always. Many have existing sponsors and are bound by rules from clubs, federations or events, so it is important to check this before an agreement is signed.

Can Collabri book athletes in other Nordic countries?

Yes. We work with personalities in Sweden, Norway, Denmark and Finland and can coordinate collaborations across markets.

Want to work with athletes or sports personalities? Contact us at info@collabri.se.

Sources

Riksidrottsförbundet – Hållbarhetsrapport för RF 2025 (2026): https://www.rf.se/download/18.2b01164b19d8b86b37c31e2/1776169780282/H%C3%A5llbarhetsrapport%20f%C3%B6r%20RF%202025.pdf
Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/

This article was written with the help of AI and reviewed by Collabri.