Athletes as Media Brands | Lloyd Kempson, Social Media Lead, European Athletics Championships 2026

Lloyd Kempson shares his experience with Matt as they explore the evolving role of athletes as media brands in the age of social media.As social media lead at the European Athletics Championships 2026, Lloyd has a comprehensive understanding of how platforms reshaping the way that audiences consume sport – athletes are no longer just competitors. They are content creators, storytellers and brand builders.Matt and Lloyd also discuss how social media has changed the sponsorship landscape, why authenticity matters more than ever and how athletes can build meaningful partnerships without compromising who they are.The conversation dives into the commercial realities of modern sport, from strategic collaborations that help promote events to the shift away from traditional sponsorship models. At its core, this episode is about long-term thinking, personal development and building a brand that reflects genuine values rather than short-term trends.Whether you're an elite athlete, aspiring professional or building a business in the sports industry, this episode offers practical insights into navigating partnerships, creating content and growing a sustainable personal brand.