Brand Management Throughout Professional Athletes' Careers

The IUP Journal of Brand Management, Vol. XII, No. 4, December 2015, pp. 39-57

Posted: 12 Jan 2016

See all articles by Nicolas Schweizer

Nicolas Schweizer

University of Zurich - Department of Business Administration

Helmut M. Dietl

University of Zurich - Department of Business Administration (IBW)

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Date Written: January 12, 2016

Abstract

This paper examines how professional athletes can optimize commercial revenues from endorsement and sponsorship agreements throughout their careers. The paper uses athlete brand management, defined as the balancing of brand building and brand selling activities, to understand the dynamics of commercial revenues optimization. It develops a conceptual framework that consists of two main blocks. First, the paper investigates four key determinants for the generation of athletes’ accumulated commercial revenues. Second, it analyzes appropriate brand management strategies at different stages of an athlete’s life cycle. It proposes a number of contingencies that refer to an athlete’s characteristics, situation and environment, and argues that these contingencies determine the appropriate, i.e., revenues-optimizing and brand management strategy of an athlete at any career stage. Examples of professional athletes’ brand management strategies support this framework. To the best of the authors’ knowledge, this is the first paper to examine athletes’ long-term commercial revenues optimization through athlete brand management.

Suggested Citation

Schweizer, Nicolas and Dietl, Helmut M., Brand Management Throughout Professional Athletes' Careers (January 12, 2016). The IUP Journal of Brand Management, Vol. XII, No. 4, December 2015, pp. 39-57, Available at SSRN: https://ssrn.com/abstract=2714210

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

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