Analyzing the role of athletes' personal branding in sports marketing: a case study of 'Ronaldo, LeBron James, Messi, Neymar, and Roger Federer'

The main objective of this study is to conduct an in-depth study of the concepts of personal branding and its impact on sports marketing. The present study was conducted using qualitative and descriptive analytical research methods. The study samples included ۵ internationally renowned athletes who were selected purposefully based on their success in creating a strong personal brand. Data collection tools included: questionnaires, case studies, and social media content analysis. The findings show that successful personal branding in sports is a complex combination of factors such as sports performance, public image, media and commercial activities. Athletes with a strong personal brand have been able to earn significant income from sources outside the field. This shows the importance of branding strategies in increasing the commercial value of athletes. Social media plays an important role in the personal branding of athletes. This has not only helped to increase their popularity, but also increased their value to commercial brands. The public image and personality of the athlete play an important role in the success of personal branding, and the diversity in commercial and charitable activities affects the personal brand. Also, the challenges of personal branding, such as maintaining a balance between professional and personal life, require professional management.

کلیدواژه ها:

Brand ، personal branding ، sports marketing ، professional athletes ، social media