Understanding athlete brand life cycle

Ali Hasaan, Rui Biscaia, Stephen Ross

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)
2024 Downloads (Pure)


The purpose of this study was to present a framework to aid understanding athlete brand life cycle and how to extend it. A thorough review of the literature was conducted to create the proposed framework. Five stages were identified including brand introduction, brand growth, brand maturity, brand decline and brand reinvention, as well as athlete capital that may occur for some athletes. This study extends prior research by providing an initial idea on how to develop and manage an athlete brand life cycle throughout his/her career.
Original languageEnglish
Pages (from-to)181-205
Number of pages25
JournalSport in Society: Cultures, Commerce, Media, Politics
Issue number2
Early online date4 Jun 2019
Publication statusPublished - 20 Jan 2021

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in Sport in Society: Cultures, Commerce, Media, Politics on 04/06/2019, available online: http://www.tandfonline.com/10.1080/17430437.2019.1624722

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.


  • Athletes
  • fans
  • life cycle
  • sport brand

ASJC Scopus subject areas

  • Cultural Studies


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