Why Sports Stars Are the Face of Logistics and Procurement
Logistics and procurement companies are increasingly turning to the world of professional sports to source brand ambassadors, a strategy that aligns key industry values with the public personas of well-known athletes.
These partnerships can be an effective method for making technical B2B industries more relatable and for connecting with diverse global markets.
Athletes often embody characteristics such as high-performance, reliability and discipline, which are qualities that mirror the precision required in supply chain and spend management sectors.
By aligning with sporting figures, companies can position their brands as dynamic, trusted and high-performing in a competitive environment.
This approach also serves to reinforce sponsorships, support employer branding and symbolise the importance of teamwork and resilience.
Aligning brand values with a global icon
An example of this trend is the partnership between J&T Express and Lionel Messi, who serves as the company's Global Brand Ambassador.
The decision to partner with one of the world's most recognisable athletes is a strategic move to build widespread brand recognition and trust.
Announcing the collaboration in 2022, J&T said Messi's "fast manoeuvrability" and "superior ability to fly high in all challenges" were a reflection of its own operational characteristics. This association allows the logistics brand to project an image of speed and reliability on a global scale.
Messi said: "J&T Express has made extraordinary achievements since its launch. We share a lot in common in our passion and determination to never stop getting better. Just as football unites millions of people around the world, J&T Express strives to develop logistics solutions to connect its customers to the world. I hope to be part of this journey."
This sentiment reinforces the connection between the athlete's personal brand and the company's mission.
Deepening engagement through long-term partnerships
In a similar vein, DP World, a global leader in end-to-end supply chain solutions, extended its relationship with golfer Tommy Fleetwood, making him a Global Brand Ambassador in 2024. This partnership demonstrates a deeper level of engagement that goes beyond simple endorsement.
The relationship began in 2022 with the opening of the DP World Golf Performance Centre at Jumeirah Golf Estates in Dubai, which also became the site of the region's first Tommy Fleetwood Academy.
This long-term investment in the sport at a grass-roots level strengthens the brand's association with development and innovation. Tommy, a two-time Ryder Cup champion, called it "an honour" to continue his relationship with the company.
"The work we have done together has progressed the game we all love, and I'm excited for what lies ahead," Tommy added. "DP World is a forward-thinking, innovative company that continues to invest in golf's development, and anyone who knows me knows how close growing the game is to my heart."
Targeting new markets with rising stars
The procurement sector also leverages athletic partnerships to reach new audiences. Coupa, a specialist in total spend management, brought golfer Akshay Bhatia on board as a global brand ambassador.
The choice of a rising star like Bhatia could be a strategic decision to align the Coupa brand with emerging talent and energy. Bhatia's role involves building awareness for Coupa’s platform, potentially helping the company to enter new markets and engage a global community.
Coupa's network includes over 10 million buyers and suppliers, with a customer base of 3,000 leading brands that use its AI-driven platform to optimise business spend.
“We are thrilled to welcome Akshay Bhatia to the Coupa community as global brand ambassador,” said Kevin Iaquinto, Chief Marketing Officer at Coupa, in November.
He added: "Akshay’s passion and intensity, relentless focus on success, and will to win embody Coupa’s own values. He’s one of the clear rising stars on the PGA Tour, and we’re looking forward to partnering to build awareness for Coupa’s solutions and sharing in our mutual success together in the years ahead."
GEODIS, another leader in transport and logistics, has an ongoing US brand ambassador deal with FC Dallas defender Shaq Moore.
Matthew Kolton, Senior Vice President of Marketing, Communications, and Sales Performance at GEODIS in the Americas, noted the synergy between the player and the company.
“Shaq is a rising star in both MLS and Team USA. Introducing him as GEODIS’ first US Brand Ambassador is a natural fit based on our shared values. We have the same passion, ambition, and commitment to being the best in our respective fields," Matthew stated.
