In today’s fast-paced media landscape, professional athletes are more than just competitors—they’re brands. And behind every high-profile athlete is often a skilled sports publicist working hard to manage their public image, secure positive media coverage, and prepare them for the spotlight both on and off the field.

So what exactly does a sports publicist do for pro athletes? Let’s break it down.

1. Builds and Protects the Athlete’s Public Image

A sports publicist helps shape how the public, media, and potential sponsors perceive an athlete. They work to develop a personal brand that aligns with the athlete’s values, performance, and personality. This includes everything from crafting bios and social media content to advising on public appearances and interviews.

In the event of negative press or controversy, the publicist steps in with a crisis communication plan, helping the athlete respond professionally and protect their reputation.

2. Secures Media Coverage and Publicity

One of the primary responsibilities of a sports PR professional is to get athletes in front of the right media outlets. This includes pitching stories to sports journalists, booking interviews on TV and podcasts, arranging magazine features, and getting athletes featured on platforms like ESPN, Sports Illustrated, and even lifestyle outlets like GQ or People.

Publicists know how to time stories around major games, endorsements, and personal milestones to maximize media attention.

3. Manages Press at Events

Whether it’s a post-game press conference, red carpet event, or charity appearance, a sports publicist ensures that the athlete is prepared, presentable, and protected. They often serve as the point of contact between the athlete and the media, helping manage interview requests and avoiding PR pitfalls.

Before any appearance, the publicist usually provides media training to ensure the athlete is confident and consistent in their messaging.

4. Supports Endorsements and Brand Partnerships

Today’s athletes often work with major brands and sponsors. A sports publicist helps negotiate the PR side of these deals, ensuring that the athlete is seen in the best light and that each partnership aligns with their long-term brand goals.

They may also collaborate with marketing teams to coordinate press releases, social content, and media campaigns tied to endorsements.

5. Prepares for Long-Term Career Growth

The best sports publicists think beyond today’s headlines. They help athletes position themselves for post-career opportunities, such as broadcasting, brand ownership, or philanthropy. By building a strong personal brand and public presence now, athletes can create opportunities that last well beyond their playing days.

Final Thoughts

A great sports publicist is a strategist, storyteller, and protector—all rolled into one. For pro athletes, partnering with the right publicist isn’t just about getting press—it’s about building a legacy.

If you’re an athlete ready to elevate your visibility and take control of your narrative, let’s talk. I help athletes craft their media story, secure high-impact press, and build a brand that lasts.