Understanding the implications of athlete brand among fans

Ali Hasaan, Katri Kerem, Rui Biscaia, Kwame Agyemang

Research output: Contribution to journalArticlepeer-review


The purpose of this study was to understand the implications of athlete brand among fans. Using a conceptual framework derived from a literature review as a starting point, a set of interviews was conducted with fans from three different countries in order to develop a better understanding of the role of athlete brand on fans’ responses towards an athlete, and the associated teams and sponsors. The findings indicate that fans’ responses towards an athlete include media following, creating their own narratives, positive word-of-mouth, and resistance to changing a favourite athlete. In addition, responses to the athlete’s team include potential team substitution when the athlete is transferred, support for multiple teams and increased revenue generation. Finally, the sponsors of the athletes may also have benefits among fans including brand recognition, positive image, purchase intentions and ignoring rival sponsors. The implications of these findings for building and managing an athlete’s brand are discussed, and directions for future studies are provided.
Original languageEnglish
Pages (from-to)69-82
Number of pages13
JournalTTEM Technics Technologies Education Management
Issue number1
Publication statusPublished - 2016


  • athlete brand
  • loyalty
  • teams
  • sponsors
  • sports


Dive into the research topics of 'Understanding the implications of athlete brand among fans'. Together they form a unique fingerprint.
  • Estonian Business School

    Rui Biscaia (Supervisor)

    Oct 2014Feb 2015

    Activity: Visiting an external institutionExternal PhD Supervision

Cite this