The Other 99%: Vickie Saunders on Democratising the Athlete Brand

The Athlete Brand Builder CEO Vickie Saunders on why the biggest opportunity in athlete branding isn’t the household names, and how the shift from flashy billboards to trust is opening the field to everyone.

When people talk about athlete brands, they usually mean the stars: the global sponsorships, the billboards, the logos on shirts. Vickie Saunders has built a business around everyone else.

We spoke with her about the “99%” of athletes who aren’t household names, the technology helping them build a brand, and why the whole model is becoming more human.

The 99% matchup

Vickie’s approach starts with athletes of all levels, ages and backgrounds looking inward at what their brand is made of, then connecting with brands, businesses and organisations that genuinely fit.

“Not every athlete will be sponsored by Nike, and not every business will be able to sponsor those high-level athletes either.”

The other side of the equation matters just as much: the local businesses and community organisations with their own audiences and needs. Matching those two groups is what she calls the 99% matchup. In her words, it creates equity and democratises the athlete brand and commercial relationship space.

Digital is non-negotiable

For athletes from any background, Vickie says the digital side of brand building is a baseline. At a minimum, athletes need visible social media platforms and a portfolio.

Her team uses an AI-powered process, built on 11 years of curriculum development, to turn what athletes share about themselves into practical resources and toolkits.

“We meet athletes where they are. The days of athletes doing courses, certifications and multiple modules are gone.”

From transactional to human-centric

Vickie describes a clear evolution in how athlete brands work: from high-profile and transactional to human-centric and connected.

“It’s much more about trust and not just flashy billboards and logos on shirts.”

That shift makes the space more accessible and creates value across a much broader pool of athletes, as businesses change the way they market themselves.

Impact beyond performance

For Vickie, the payoff isn’t only commercial. Athletes who build their brand often create social and community impact, grow the profile of the organisations they represent, and shift perceptions.

It also lets athletes bring their whole selves to their careers, not just the high-performance side of who they are. That’s why she wants the impact of the work to be as big as it can be.