The Rise of 'Sportainers': Athletes Transitioning to Entertainment

Figure skater Cha Jun-hwan has signed an exclusive contract with entertainment agency Fantagio, marking his official foray into the world of 'sportainers'—athletes who transition into the entertainment industry. Alongside his athletic career, Cha plans to expand his presence into broadcasting. Similarly, former baseball player Hwang Jae-gyun has ventured into the entertainment scene by partnering with SM C&C after his retirement. The trend of sports stars entering the broadcasting industry is on the rise.

An athlete's career is often dictated by their physical condition, with many retiring in their late 30s. Post-retirement, many athletes pursue careers as coaches, managers, or commentators, but these opportunities are limited. Broadcasting offers a third career path, with a lower entry barrier due to their public recognition. Financially, it can be more lucrative than coaching. While some athletes remain as commentators, others, like Hwang Jae-gyun, Kim Tae-kyun, and Lee Dae-ho, are expanding their activities by combining commentary with broadcasting. The popularity of sports entertainment shows like 'The Strongest Baseball' has further broadened their appeal.

There are plenty of success stories. Kang Ho-dong, a former wrestler, became a leading MC in Korea after entering the broadcasting industry at the suggestion of comedian Lee Kyung-kyu. Soccer player Ahn Jung-hwan has also made a name for himself in various broadcasting roles, even showcasing his talents on cooking channels. Athletes with high public recognition and charisma have a strong potential for success as 'sportainers'.

The broadcasting industry welcomes this trend. For producers, casting athletes offers a refreshing change from the usual actors and singers, bringing initial buzz due to their public recognition. Additionally, athletes often command lower appearance fees compared to traditional celebrities, making them cost-effective choices. Industry insiders note that the 'cost-performance ratio' is favorable, leaving little reason not to cast them.

From a risk management perspective, athletes are advantageous. Recent controversies involving influencers and non-celebrities have led to some shows being pulled before airing. Athletes, as public figures, have typically been vetted, presenting fewer risks.

However, there are limitations to long-term success. Repetitive storylines and a lack of experience in developing unique on-screen personas can be challenges. Hwang Jae-gyun, for instance, garnered attention by discussing remarriage and children on a recent show, but repeated mentions of his divorce across various programs have led to concerns about overexposure. Some viewers have criticized him for a perceived lack of sensitivity towards his ex-wife, highlighting the importance of management skills.

While it's now common to see athletes on television, sustaining a successful career in entertainment is another matter. While their post-retirement ventures are commendable, the key to success lies in effective management and personal talent. Many 'sportainers' have been quickly consumed and forgotten. Analyzing successful cases and putting in the necessary effort is crucial for those looking to thrive in this field.

By Kim Se-ah, TenAsia Reporter haesmik@tenasia.co.kr