Barriers to Personal Branding among Freelancers in the Sports Industry

The purpose of this study is to identify the barriers to personal branding among the freelancers in the sports industry. This qualitative research was conducted through semi-structured interviews with ۱۶ sports freelancers, and the data were coded using thematic analysis. The findings revealed that barriers to personal branding can be categorized into four main dimensions: individual barriers (psychological-cognitive pressures such as mental fatigue and dependence on feedback, along with weaknesses in marketing and digital literacy), social barriers (negative societal perceptions and gender-related limitations), economic barriers (financial instability and high initial costs), and legal barriers (legal gaps and regulatory restrictions). The results indicate that personal branding among sports freelancers is not merely an individual process but is shaped by structural and environmental constraints. Accordingly, developing supportive frameworks, enhancing digital skills, promoting public awareness, and reducing legal restrictions can facilitate the personal branding process for sports freelancers.

کلیدواژه ها:

Personal Branding ، Freelance Workforce ، Freelancing ، Sports Industry ، Employment Barriers