BRANDING IN SPORT

Barbu Mihai Constantin Razvan and Popescu Marius Catalin
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Barbu Mihai Constantin Razvan: UNIVERSITY OF CRAIOVA, ROMANIA
Popescu Marius Catalin: UNIVERSITY OF CRAIOVA, ROMANIA

Annals - Economy Series, 2018, vol. 5, 35-41

Abstract: Sport has been and continues to be a fun way for the masses and a long tradition since the ancient Greek and Roman times. People have always used sport to escape from their everyday problems. Emotions are the ones that lead sports fans to continue to support their favorite athletes and teams. Over the centuries, sports events have evolved into billions of dollar industries through large investments from corporations who want to associate the brand with a team or athlete. Most people, when they hear branding or branding, think about logos, but branding is much more than that. A brand has DNA, personality, identity, and so on. Brand is the essence of the product, and the logo is a small part of this complex set of elements. This paper aims at presenting some theoretical elements on the link between branding and sport, describing the branding process, the strength of the personal brand, trying to explain the reasons for choosing an athlete as an influencer for a particular brand. The paper is structured on several sections. The first section presents the concept of branding, the importance of branding in sports and the reasons why athletes are chosen to represent some of the world's largest brands. The following section presents the study carried out in this paper, the methods used and the results obtained. The last part of the article outlines the conclusions, limitations and suggestions for future work.

Keywords: athlete; branding; personal brand; brand image (search for similar items in EconPapers)
Date: 2018
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