Brand Management Throughout Professional Athletes' Careers

UZH Business Working Paper Series - Working Paper No. 350

32 Pages Posted: 1 Mar 2015 Last revised: 7 Mar 2015

Nicolas Schweizer

University of Zurich - Department of Business Administration

Helmut M. Dietl

University of Zurich - Department of Business Administration (IBW)

Multiple version iconThere are 2 versions of this paper

Date Written: February 28, 2015

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.

Keywords: Brand management, athlete, sports, endorsement, life cycle

JEL Classification: L20, L83, M10, M30

Suggested Citation

Schweizer, Nicolas and Dietl, Helmut M., Brand Management Throughout Professional Athletes' Careers (February 28, 2015). UZH Business Working Paper Series - Working Paper No. 350. Available at SSRN: https://ssrn.com/abstract=2571871 or http://dx.doi.org/10.2139/ssrn.2571871

Nicolas Schweizer (Contact Author)

University of Zurich - Department of Business Administration ( email )

Plattenstrasse 14
Zurich, 8032
Switzerland

Helmut M. Dietl

University of Zurich - Department of Business Administration (IBW) ( email )

Hottingerstrasse 10
Plattenstrasse 14
Zurich, 8032
Switzerland

Register to save articles to
your library

Register

Paper statistics

Downloads
281
rank
97,764
Abstract Views
853
PlumX