With the Super Bowl just around the corner, I’m reminded of the incredible power athletes have to connect with audiences — from the national championships down to small town homecoming games. A recent Morning Consult study reveals a telling difference in how Americans view athletes versus influencers. An overwhelming 75% of U.S. adults say athletes are either very or somewhat likable, while only 44% feel the same about influencers.
The big game less than one week away, one thing is clear: athletes are a bigger draw, and it’s not just about the game itself. For brands hoping to connect with consumers in the New Heartland — which is made up of the Midwest, Southwest and most of the Southeast — athletes offer an opportunity to tap into a region where sports are deeply embedded in everyday life.
The Heart of the New Heartland: Sports at Every Level
In the New Heartland, sports aren’t just a form of entertainment — they’re a way of life. From the professional stadiums to the local high school fields, sports unite communities across the New Heartland.
Professional sports teams in cities like Indianapolis, Cleveland and Kansas City serve as community cornerstones, while college sports are practically sacred. Nebraska’s football Saturdays aren’t just about the game — they’re about town pride and tradition.
In the high school sports scene, athletes are community heroes and their games are celebrated like major league events. Whether it’s the starting quarterback in a small Texas town or the center of the basketball team in Kentucky, these athletes are more than just kids — they represent the values of hard work, teamwork and perseverance that are crucial to New Heartland residents.
Even youth sports, like Little League and local soccer leagues, play a huge role in shaping the culture. These grassroots programs create strong local bonds, with young athletes taught to be role models and symbols of local pride.
Why Athletes Win the Likability Contest
The study highlights why athletes have such a strong following and why they score higher in likability, especially in the New Heartland:
- Authenticity and Relatability – Athletes are seen as more “real” and relatable than influencers. Their success is grounded in hard work and sacrifice, qualities New Heartland residents value. Whether it’s a high school football player or a pro athlete, the journey they take to succeed feels accessible and admirable.
- Trustworthiness – Athletes are perceived as role models and trusted figures, especially when they’re seen working hard to overcome obstacles. This trust translates into stronger connections with consumers, who view athletes as genuinely invested in their communities.
- Community Pride – The New Heartland has a deep sense of pride in its athletes. These figures represent the values and spirit of the region. Athletes are part of the community, and fans feel a personal connection to them, something influencers often lack.
Super Bowl 2025: Where Athletes Take Center Stage
This year’s Super Bowl will showcase athletes not only on the field but also in a variety of high-profile commercials. Expect major stars like Patrick Mahomes and Travis Kelce of the Kansas City Chiefs, both featured prominently in Super Bowl ads. Mahomes, the NFL MVP, continues to represent the heart of football culture, while Kelce, known for his outgoing personality and connections with pop culture, has become a fan favorite. These athletes are not only admired for their performance but are also seen as approachable and down-to-earth figures.
Their presence in Super Bowl ads underscores the immense power athletes have in influencing consumer behavior. Brands are lining up to partner with them because athletes represent trust and the spirit of competition — qualities that resonate deeply with New Heartland residents.
How Consumer Brands Can Tap Into the New Heartland’s Love for Athletes
For brands looking to connect with New Heartland residents, athletes offer a powerful platform. Here’s how to make the most of the region’s passion for sports:
- Highlight Local Heroes – In the New Heartland, local athletes are just as revered as national stars. By partnering with high school or college athletes or sponsoring local sports events, brands can build a genuine connection with the community.
- Focus on Values Like Hard Work and Team Spirit – New Heartland residents admire athletes who demonstrate perseverance and teamwork. Brands that align with these values can tap into the heart of what makes this region tick. Think about how hard work and dedication shine through in an athlete’s journey — and make that the message your brand sends.
- Leverage Sports Sponsorships – Sponsorships at the grassroots level, such as local youth leagues and high school games, can foster a deeper bond with consumers. The athletes who play these games are seen as part of the community, and brands associated with them are viewed as supporting something bigger than just business.
- Capitalize on Major Sports Moments – With events like the Super Bowl and NCAA tournaments drawing massive attention, brands can align with the athletes and teams that resonate most with New Heartland residents. Whether through advertisements or event sponsorships, these moments are ideal for creating lasting impressions.
As we approach the 2025 Super Bowl, it’s clear that athletes hold a unique place in the hearts of Americans, especially in the New Heartland. Their likability, trustworthiness and deep ties to local communities make them an ideal partner for brands looking to engage with this region. Whether through local sponsorships or high-profile partnerships with star athletes, brands that embrace the power of athletes can foster strong, authentic connections with New Heartland consumers.
So, if you want to tap into the heart of the country, you don’t need to look far — just follow the game.