"Athletes are brands, they must behave and communicate as such" (David Drahy, Com'Over)

"We start from the premise that athletes and talents are brands, that they must behave and communicate as brands with a positioning and a strategy. Talent is one of the levers of the communication plan. It must be integrated into the global and transversal strategy," said David Drahy, founder and managing director of the agency Com'Over, on 03/07/2020.

Drahy spoke alongside Quentin Gressien, associate director at The Metrics Factory and Duy Nguyen, director of global partnerships Europe and Middle East at the National Basketball Association, during a web conference "The Digital Sports Ecosystem", organised by Sporsora, which focused on the social media presence of athletes, the place of their partners in their speeches and the impact of the crisis on their digital communications.

"We relied on the players, who are influencers and inspirational people, especially among young people, to convey prevention messages against Covid-19. This initiative, launched under our umbrella platform "NBA Together", was made possible by the good relationship we have with the players' union. More than…