Athlete endorsement in the international sports industry: a case study of David Beckham

Yu, Chia-Chen

doi:10.1108/ijsms-06-03-2005-b007

Cited by 26 publications

(33 citation statements)

References 29 publications

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“…Consistent with this perspective, Montoya 20 explained that developing an athlete brand requires fans' awareness about the athlete and an understanding of how he/she is different from other athletes. Subsequently, establishing a brand requires the development of a positive image about their personal lives among the public in general 21 , including aspects related to the on-and off-field attributes of the athletes 22 . In light of the previous literature, the current study focused on understanding the components of athlete brand including both on-and off-field attributes, as well as the factors that enhance fans' perceptions of those attributes (i.e., antecedents).…”

Section: Introductionmentioning

confidence: 99%

Athlete brand construction: A perspective based on fans' perceptions

Hasaan

Kerem

Biscaia

et al. 2016

Motriz: rev. educ. fis.

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The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. The antecedents are media (social media, mass media, video games and major sport events), oral communications (word of mouth, and rumors and narratives), impression management, social agents (parents, family members, friends and community), and teams and sport (sport interest, team interest and team geographical location). In turn, the components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). Complementarily, these components of athlete brand are proposed to have an impact on fans' loyalty towards the athlete. Implications of these findings for building and managing athlete brand are discussed, and directions for future studies are provided.

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Section: Introductionmentioning

confidence: 99%

Athlete brand construction: A perspective based on fans' perceptions

Hasaan

Kerem

Biscaia

et al. 2016

Motriz: rev. educ. fis.

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“…Previous literature discussed that on-field success only is not a sufficient force to create an athlete brand (Lobpries et al 2018). Indeed, it also requires favorable off-field character and personality (Hasaan et al 2018;Lee & Kwak, 2017;Yu, 2005).…”

Section: Discussionmentioning

confidence: 99%

Athlete branding in less popular sport: a triadic approach

Hasaan¹,

Javani

Fişne

et al. 2020

PDM

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Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atletas, em esportes menos populares os atletas encontram dificuldades neste tema. Portanto, o presente estudo teve como objetivo contribuir com a literatura existente sobre a marca do atleta, fornecendo uma compreensão melhor e holística da marca do atleta em esportes menos populares.Metodologia: Empregamos a abordagem triádica que envolveu três partes interessadas: Atleta, fãs e mídia, para explorar fatores importantes nas estratégias de marca do atleta em esportes menos populares..Originalidade/Relevância: Há menos foco no esporte menos popular e na marca de seus stakeholders. Com o crescente interesse dos fãs por esportes menos populares e seus atletas estão ganhando mais atenção do que nunca. Assim, o estudo optou por discutir um fenômeno ignorado no contexto da marca do atleta.Principais resultados: Os resultados identificaram quatro temas principais e oito subtemas associados com base nas entrevistas e na análise de conteúdo da mídia. Esses principais e subtemas incluem (1) desempenho (sucesso esportivo, nível de competição), (2) pessoal / privado (características fora do esporte, gerenciamento de imagem), (3) negócios / marketing (promoção de atleta, produtos mercadológicos) e (4) fator contextual (natureza esportiva, proximidade).Contribuições teóricas/metodológicas: o estudo atual contribuiu na literatura existente sobre a marca do atleta por meio do foco em um atleta importante de um esporte menos popular.

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“…These superstars are more attractive to receive advertising and sponsoring contracts. If these athletes are also more physically attractive, they have the best chances to get lucrative sponsoring and advertising contracts (Yu, 2005) leading to additional income that provides a further incentive for attractive athletes to perform better. This chain of action should hold for women as well as for men.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Attractiveness on Athletic Performance of Tennis Players

Bakkenbüll¹

2017

IJSSS

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The present study examines whether there is an impact of physical attractiveness on athletic performance of professional tennis players. Moreover, this study analyses whether there are gender-specific differences. Different multiple regressions reveal a significantly positive relationship between physical attractiveness and athletic performance. Regression results show that there are no differences between male and female tennis players. Furthermore, this study examines determinants that influence athletic performance. For managers or coaches, the findings suggest that managers or coaches would benefit from hiring more attractive tennis players. More attractive and therefore more successful tennis players may earn higher prize money and generate greater contracts, for example, in terms of sponsoring. This also creates greater revenues for managers or coaches. This holds true for both, male and female tennis players.

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Athlete endorsement in the international sports industry: a case study of David Beckham

Cited by 26 publications

References 29 publications

Athlete brand construction: A perspective based on fans' perceptions

Athlete brand construction: A perspective based on fans' perceptions

Athlete branding in less popular sport: a triadic approach

The Impact of Attractiveness on Athletic Performance of Tennis Players

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