When the Face of the Ad Is Bigger than the Brand: How Zlatan Ibrahimović Redefined Advertising with Athletes

Árpád Ferenc Papp-Váry ()
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Árpád Ferenc Papp-Váry: Department of Marketing, Faculty of International Management and Business, Budapest University of Economics and Business, 1165 Budapest, Hungary

Administrative Sciences, 2025, vol. 15, issue 4, 1-31

Abstract: Athletes today are no longer defined solely by their performance on the pitch; they have evolved into powerful personal brands that shape advertising narratives and influence consumer behavior globally. Their charisma, public personas, and ability to engage with audiences often make them as marketable as traditional celebrities. This research investigates the phenomenon of athlete branding, focusing on the intersection of personal identity and commercial partnerships. A prime example of this evolution is Zlatan Ibrahimović, whose outspoken, rebellious personality, humor, and confidence have allowed him to transcend the typical boundaries of sports endorsements. Applying the Model of Athlete Brand Image (MABI) framework, this study explores how Ibrahimović’s unique persona dominates advertising campaigns, often taking center stage alongside the brands he represents. Through a content analysis of commercials, the research highlights how Ibrahimović’s personal brand drives engagement and resonates with consumers, offering insights into the growing significance of authenticity and individuality in advertising with athletes. Ibrahimović’s case exemplifies how modern sports figures extend beyond the realm of athletics, becoming influential cultural icons and redefining the dynamics of brand partnerships.

Keywords: sports marketing; sports celebrities; athlete persona; advertising with athletes; athlete endorsements; personal branding; athlete branding; commercial campaigns; brand authenticity; Zlatan Ibrahimović (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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