With the 2026 Milan Cortina Olympic Winter Games underway, communications professionals should be paying close attention to the ongoing storytelling surrounding these outstanding individuals. Before Instagram Stories, YouTube vlogs and TikTok dances gave us the modern influencer, celebrities and athletes were the OGs of influence; they shaped cultural and consumer behavior long before the concept of influencer marketing emerged.
From Michael Jordan’s partnership with Nike that turned sneakers into status symbols to modern Olympians building global followings through their training journeys, athletes have long held what traditional influencers must work hard to build: visibility, credibility and a niche following.
Nike understood (even without social media) that young men and boys wanted to be “like Mike” — they admired his abilities on the court so much that they wanted to mirror his lifestyle off the court. Nike’s deal with Jordan singlehandedly revolutionized sports marketing by shifting focus from team‑oriented sponsorships to branding powered by individual star athletes. While not everyone has Nike’s marketing and communications budgets, the principles behind their approach still offer valuable lessons for nonprofit and government agencies.
Olympic athletes offer incredible opportunities for influencer partnerships. Every two years, we’re reminded of the remarkable stories behind the nation’s most elite athletes. Superstars like Katie Ledecky, Usain Bolt, Allyson Felix, Simone Biles, Shawn Johnson, Suni Lee, Shaun White, Chloe Kim, Mikaela Shiffrin, Johnny Weir and Tara Lipinski captivate the world for only a few short weeks. We cheer for them and feel every triumph and disappointment — yet, unlike many professional athletes, they often fade from public attention once the Olympics conclude. But they shouldn’t.
The Olympics highlight remarkable examples perseverance, grit, determination and passion. For instance, 41-year-old downhill skier Lindsay Vonn who competed in Milan Cortina this year despite tearing her ACL days before the Opening Ceremony or 17-year-old snowboarder Ollie Martin who competed in Men’s Big Air (placing 4th) despite breaking his right arm, and undergoing surgery, two weeks earlier while training for the X Games in Aspen, Colorado. Athletes of this caliber often embody qualities that resonate strongly with organizations’ missions and may be more available to partner compared to traditional influencers. As the 2026 Winter Olympics draw near, it is an ideal moment for nonprofits to explore the potential of these athletes as impactful ambassadors.
For example, in 2017, Vanguard worked with the Substance Abuse and Mental Health Services Administration (SAMHSA) to host the 12th annual National Children’s Mental Health Awareness Day event in Washington, DC. The event focused on the importance of integrating behavioral health and primary care for children, youth and young adults with mental health and substance use disorders. We partnered with Olympic champions Michael Phelps and Allison Schmitt to serve as the event’s Honorary Chairpersons and share their personal experiences.
Photo Credit: Richard Greenhouse Photography
So, where do you start?
1. Do Your Homework
Avoid choosing an athlete simply because they are high‑profile or locally based. Take some time to research various athletes’ personal stories, causes they care about and their past partnerships. Look at any foundations they are affiliated with, social media posts, interviews and hometown ties. The key is to identify a natural alignment with your mission, whether that centers around youth, health, equity, education or another focus. If you can’t explain why this particular athlete fits your mission in one sentence, they may not be the right partner.
2. Know Your Ask
Before you reach out, know exactly what you expect from them (e.g., social media posts to raise awareness, an event appearance or help with fundraising). Whatever it may be, ensure that all parties have agreed on what success looks like. Be mindful of the time and commitment being requested, and ensure it aligns with the compensation your organization can provide.
3. Reward Their Impact
Consider presenting the individual with an award during your event — it can be a great way to celebrate and honor them for their work related to your cause while ensuring that the relationship is based on mutual interest. When an athlete’s values genuinely align with your mission, the award reinforces authentic partnership, not promotion. Additionally, the storytelling moment around their deep connection with your cause or organization can extend far beyond the event itself.
4. Explore Warm Outreach Paths
Leverage board members, donors, alumni, community leaders or coaches. Explore local connections like a hometown YMCA, school or youth programs. If cold outreach is necessary, keep it brief, personal and human.
5. Lead With Your Mission, Not Marketing
Shape your outreach as an invitation. Discuss the impact of your work and the impact of their involvement. Explain why their voice matters to your audience. Avoid brand-heavy language or immediate asks for promotion of your organization
6. Respect the Gatekeeper
Most athletes are represented by agents, managers, foundation personnel or publicists. They likely get many requests, so be clear and concise in your outreach. Be prepared with a one-pager that outlines the purpose, the request, time commitments and any compensation or reimbursement. Having everything in one place makes it easier for the representative to pass the request on to the athlete.
This year, when you look at your calendar and upcoming campaigns, events or anniversaries, we encourage you to explore partnerships our nation’s Olympians. These athletes compete on a global stage, but they remain grounded in the communities that shaped them. Driven by genuine commitment to the causes they support, they often engage with organizations as advocates rather than traditional influencers. This means that as partners, Olympians offer a rare blend of credibility, inspiration and authenticity to your cause and organization.
ABOUT THE AUTHORS:
Brittany Vanderpool
Brittany is an Associate Director and Digital Practice Lead at Vanguard Communications. She is an accomplished media and events strategist with more than a decade of experience. She is well-versed in digital media, supporting clients’ goals in social media, web strategy, digital ad buys, and online content development and analysis.
Camille Jewell
Camille is an Account Manager at Vanguard Communications. She has more than four years of broadcast television and news production experience and is an Associated Press award-winning journalist. She is a skilled writer who is effective at reaching diverse audiences through research and relevant content creation.
