In sports, branding and sponsorship deals have long been the bedrock of athletes’ careers. Swooshes, stripes, and other logos often define not just the gear athletes wear but also their financial support and affiliations. However, Bandit Running is looking to change all of that, by showcasing the unfair sponsorship model in athletics.
Recently, during the Olympic track and field trials, viewers might have noticed something unusual – athletes competing in all-black uniforms devoid of any logos. This was not a fashion statement; it was The Unsponsored Project created by Bandit Running. They started The Unsponsored Project two years ago. This year, they supported 35 athletes, providing them with completely unbranded uniforms and warm-ups.
Bandit Running’s mission is to help support athletes to compete independently while still pursuing their Olympic dreams. Lesser-known athletes are often overlooked by traditional sponsors, leaving them to compete wearing uniforms, shoes, and other gear sporting logos of brands that are not sponsoring them. The Olympic trials had 5.2 million viewers. If an unsponsored athlete competes visibly sporting branded merchandise, they give that brand a ton of free airtime. If that athlete wins, the brand benefits but does not have to compensate the athlete.
The Unsponsored Project takes away free advertising power from bigger brands and gives the power back to athletes. Unlike conventional sponsorship deals that lock athletes into long-term contracts, these athletes have a two-week agreement. During their contract, they receive not only gear but also a cash stipend. This financial support comes with no strings attached, allowing athletes to use it as they see fit. If the athlete performs well, this short contract allows them to sign with a bigger brand afterward. The all-black uniforms are so distinct with no branding that it signals to other brands that this athlete is unsponsored, making it easier to tell who is available for sponsorship and who is not.
The Unsponsored Project is a creative way to help the athletes and the Bandit Running brand. From a PR perspective, Bandit Running’s approach to athlete sponsorship is groundbreaking. Bandit Running is giving the power back to the athletes rather than the companies who sponsor them. This presents a compelling narrative of empowerment and fairness in the sponsorship model.
Bandit Running’s initiative positions them as a pioneer in advocating for athlete rights and equity within the media. Bandit Running is helping more athletes get compensated while building their own strong, positive brand image attracting media attention, and enhancing their reputation, emphasizing their commitment to changing the sponsorship landscape. This is a win-win for both athletes and the brand, driving engagement back to their website when viewers take to search engines to learn why some athletes are wearing all black.
How do you think Bandit Running Company will change sports marketing and will other smaller brands follow suit? Let us know your thoughts in the comments!