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Brand Management Throughout Professional Athletes' Careers


Schweizer, Nicolas; Dietl, Helmut (2015). Brand Management Throughout Professional Athletes' Careers. UZH Business Working Paper Series 350, University of Zurich.

Abstract

This paper examines how professional athletes can optimize commercial revenues from endorsement and sponsorship agreements throughout their careers. We use athlete brand management, defined as the balancing of brand building and brand selling activities, to understand the dynamics of commercial revenues optimization. We develop a conceptual framework that consists of two main blocks. First, we investigate four key determinants for the generation of athletes' accumulated commercial revenues. Second, we analyze appropriate brand management strategies at different stages of an athlete's life cycle. We propose a number of contingencies that refer to an athlete's characteristics, situation, and environment and argue that these contingencies determine the appropriate, i.e. revenues-optimizing, brand management strategy of an athlete at any career stage. Examples of professional athletes' brand management strategies support our framework. To our knowledge, this is the first paper to examine athletes' long-term commercial revenues optimization through athlete brand management.

Abstract

This paper examines how professional athletes can optimize commercial revenues from endorsement and sponsorship agreements throughout their careers. We use athlete brand management, defined as the balancing of brand building and brand selling activities, to understand the dynamics of commercial revenues optimization. We develop a conceptual framework that consists of two main blocks. First, we investigate four key determinants for the generation of athletes' accumulated commercial revenues. Second, we analyze appropriate brand management strategies at different stages of an athlete's life cycle. We propose a number of contingencies that refer to an athlete's characteristics, situation, and environment and argue that these contingencies determine the appropriate, i.e. revenues-optimizing, brand management strategy of an athlete at any career stage. Examples of professional athletes' brand management strategies support our framework. To our knowledge, this is the first paper to examine athletes' long-term commercial revenues optimization through athlete brand management.

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Additional indexing

Item Type:Working Paper
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:28 February 2015
Deposited On:30 Aug 2019 07:16
Last Modified:25 Sep 2019 00:44
Series Name:UZH Business Working Paper Series
Number of Pages:32
OA Status:Green
Other Identification Number:merlin-id:18109

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