Athlete marketing is a term used to refer to certain marketing techniques used to promote products and/or services in an unconventional way in public places at races or sports events. The focus of athlete marketing is that the activities are done exclusively in the environment where athletes are participating in an activity they are enthusiastic about.
Unlike typical public marketing campaigns that utilize billboards, Athlete marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers.
One of the goals of this interaction is to cause an emotional reaction with the audience. The final goal of Athlete marketing is to get people to remember brands in a different way than they are used to.