How Much Should Athletes Charge for Sponsored Posts?

One of the biggest challenges for athletes looking to work with brands is knowing what to charge for social media sponsorships. Unlike full-time influencers, athletes often have a niche but highly engaged audience, making them incredibly valuable to the right brands.

But how do you set your price? What factors determine your rate? And how do you negotiate with confidence?

If a company is willing to pay influencers, they should also be willing to pay athletes for the authenticity and trust they bring. In this guide, we break down how to set your rates, negotiate like a pro, and ensure you’re re paid fairly.

How to Determine Your Value as an Athlete

Your worth as an athlete is more than just your follower count. Many brands prioritize engagement, audience trust, and content quality over pure numbers. Here’s what to consider when pricing your posts:

1. Audience Size & Engagement Matter

Brands care about engagement rates (likes, comments, shares) more than just follower numbers.

A smaller but highly engaged audience (3-5% engagement) can be more valuable than a large, inactive following.

Tip: You can check your engagement rate using Instagram insights or tools like HypeAuditor.

2. Content Type Affects Pricing

Not all content has the same value. Here’s what tends to pay more:

Instagram Reels & TikTok Videos : Video content is more engaging and takes more effort to create.

Instagram Stories with Links Swipe-up links drive direct conversions, which brands value.

Multi-Post Campaigns : Brands prefer long-term exposure, so offer packages instead of one-offs.

3. Platform Matters

Where you post also influences what you can charge:

Instagram & TikTok : Highest-paying platforms for athlete sponsorships.

YouTube : Long-form videos command higher rates per video but require more effort.

Twitter (X) & LinkedIn Lower-paying unless you have a highly engaged audience.

4. Performance-Based Sponsorships

Not all brands will offer upfront payment. Some may provide:

 Affiliate Commissions : You earn a percentage of sales generated through your links.

Performance Bonuses : Earn Additional pay if your content exceeds a certain engagement or sales target.

If a brand offers commission-only, try negotiating a hybrid deal: a flat fee + commission for sales.

Or Gifted Products + commission for sales.

How Much Should Athletes Charge for Sponsored Posts?

While rates vary by industry and platform , here are general pricing guidelines based on follower count:

Micro-Influencers (Under 10K Followers)

£25 - £100 per post

Growing Influencers (10K - 50K Followers)

£100 - £300 per post

Mid-Tier Influencers (50K - 150K Followers)

£300 - £800 per post

Top-Tier Influencers (150K+ Followers)

£800+ per post

Tip: If a brand wants exclusivity (meaning you can’t work with competitors during the campaign), increase your rate accordingly.

Pro Tips for Negotiating Your Sponsorship Rate

1. Ask About Their Budget First

Never undersell yourself - always ask:

What is your marketing budget for this collaboration?

Many brands have more to spend than they initially offer.

2. Don’t Just Accept Free Products as Payment

If a company offers only free products, consider:

• Would I normally buy this product?

• Is this leading to a long-term partnership?

• Is it a high-value item (e.g., a £200 watch vs. a £20 supplement)?

If they offer just free products, counter with:

Thanks for the offer! I’d love to collaborate, but I typically charge £XX for content creation. Let me know if there’s a budget available!

3. Show Your Value with Data

Brands love numbers, so highlight:

Your engagement rate (likes, comments, shares).

 Audience demographics (who follows you and why they trust you).

Past campaign success (if you have worked with brands before, share the results!).

4. Offer Bundles for Higher Deals

Instead of a one-off post, offer: A 3-5 post package for a higher total fee.

Story + Post Combo Stories often lead to more conversions.

Long-Term Partnerships Brands prefer consistent exposure, so pitch a monthly deal.

5. Always Have an Agreement (Even for Small Deals)

• Even a simple email agreement protects you from non-payment.

• Outline what content you’re providing, deadlines, and payment terms.

• If a company is serious, they should respect your professionalism.

Final Thought: Athletes, Know Your Worth!

Brands invest in athletes because they bring authenticity, trust, and influence. You’re more than just a number you’re an ambassador for their brand.

• Don’t t undersell yourself.

• Know your value & set fair rates.

• Negotiate with confidence.

  
  

Have you worked with brands before? What’s the best deal you have secured? Drop a comment below!

Looking for sponsorships or marketing opportunities ?

Register with The Athlete Fund today!