Understanding the implications of athlete brand among fans

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.