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Full-Text Articles in Sports Management
Monetizing Athlete Brand Image: An Investigation Of Athlete Managers’ Perspectives, Olzhas Taniyev, K.C. Mayer, Brian Gordon
Monetizing Athlete Brand Image: An Investigation Of Athlete Managers’ Perspectives, Olzhas Taniyev, K.C. Mayer, Brian Gordon
Journal of Applied Sport Management
In a highly competitive sport marketplace, personal branding is a top priority for athletes. Thusly, marketers should leverage athletes’ talents and influence in creative ways to maximize their earning potential. This research explored the attributes of a marketable athlete, as well as promotional strategies to help secure athlete sponsorships. Semi-structured interviews were conducted with purposefully selected talent marketing practitioners with sport marketing agencies. The findings revealed relatable story, as well as perceived persona, as prevalent themes for a marketable athlete. Additionally, the themes of athlete-brand alignment and social media marketing were important to securing client promotion and sponsorships. These findings …