The athlete’s brand is an integral part of the athlete’s career. An athlete’s brand is their promise to their audience; it tells their fans what they can expect from them, and it differentiates them from the rest of their kind.
The image of sports celebrities has become a tradable commodity nowadays and well known athletes can influence millions of people and earn significant sums of money for exerting this influence. Consistent, strategic branding leads to a strong brand equity which means the added value allows athletes to charge the commercial use of their image at much higher rates than the rest of their peers.
This month we guide Money Smart Athletes in developing their brand, based on their unique characteristics, which align with their life plans and through which they will be able to monetize the athletic successes of today into the future and for the rest of their lives!
Athena P. Constantinou
E-mail: [email protected]
