Development camp athletes learn to build their brand beyond the water

Athletes attending Paddle Worldwide’s ongoing Canoe Sprint development camp gained valuable insight into the importance of sponsorship and social media.  

The two educational sessions highlighted how athletes can build their profile, strengthen their personal brand and use digital platforms to increase their visibility and create opportunities both on and off the water. 

Held at the Kolonics Training Centre in Budapest, the sessions were delivered by Paddle Worldwide Digital Channel Manager Regis Andanar and Partnership and Licensing Coordinator Lily Simonffy and formed part of the wider educational programme at the development camp.  

The inclusion of educational activities reflects Paddle Worldwide’s commitment to developing athletes as well-rounded individuals, both on and off the water.  

Simonffy’s session introduced athletes to the fundamentals of sponsorship and partnership development.  

The presentation included how to develop a project, identify and approach potential sponsors, create commercial proposals and demonstrate value through visibility, activations and other benefits.  

The athletes also looked at how to measure and present the results of partnerships. 

“For developing athletes, learning how to market yourself is an important part of building a sustainable sporting career,” said Simonffy.  

“At the camp, I encouraged athletes to rethink sponsorship, not as something they have to wait for, but as something they can actively pursue by understanding their own story, their value and the opportunities around them.” 

Andanar’s session focused on social media’s role on building an athlete’s profile and increasing awareness of paddlesport.  

The session covered content creation, storytelling, different social media platforms, audience engagement and the use of data and metrics, alongside topics such as digital security, image rights and responsible online communication. 

“As we've learned, growth occurs not in places where paddlesport is fully established, but in places where awareness of the sport can be increased,” said Andanar.   

“Social media has now become an important part of the athlete experience, and our athletes are the ones who can create that awareness.”

For Andanar, effective storytelling is also closely connected to the opportunities available to developing athletes. 

“The core of an effective social media presence is engaging storytelling. This is the key to unlocking potential commercial opportunities,” he added.  

“Sponsors are looking for athletes with a compelling story and a growing audience online.” 

Paddle Worldwide expert coach Marlenis Roman De La Tour said the workshop was highly beneficial for the athletes. 

"They found the presentations engaging and are now motivated to utilize their social media platforms more effectively,” said La Tour.  

“The session was eye-opening for the participants, as it helped them realise they each have compelling stories to share. 

“Many noted that they had not previously considered how higher-quality content could attract potential sponsors. 

“Ultimately, they left feeling inspired and eager to explore the topic further.”  

“Developing performances on the water will always be at the heart of what we do, but we also have a responsibility to give young athletes the knowledge and confidence they need to navigate the wider world of elite sport," said Paddle Worldwide Vice President, Dr. Cecilia Farias.

“By bringing different areas of expertise into our development programme, we are giving athletes a broader understanding of what it takes to build a successful and sustainable career.

“We want them to leave our camps not only as better athletes, but as more prepared, independent and confident individuals who can make the most of the opportunities ahead of them.”