Personal Branding of Athletes in Digital Marketing: the Role of Communication Strategies and Their Commercial Potential
Year: 2025
Type: article
Abstract: In the modern sports environment, personal branding of athletes has become a key factor in creating market value and recognition, especially through digital communication channels. This paper explores how athletes utilize digital marketing and communication strategies to build their personal brand, strengthen audience relationships, and enhance their commercial appeal. By analyzing practical examples and theoretical models, the study examines the impact of social media, content marketing, and authentic communication strategies on the development of personal brands. Special attention is given to the commercial potential of such branding, including sponsorship collaborations, product creation under the athlete’s own name, and direct monetization of online presence. The conclusion highlights the growing importance of strategically managing athletes’ digital identities and the need for education in this field.
Source: SPORTS MEDIA AND BUSINESS
DOI: 10.58984/smb2501119i
Institution: Univerzitet Union Nikola Tesla
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411765352