The Athlete’s Brand

I’ll have to admit it from the start, the title of this article is misleading.  Most personal branding advice for both athletes and non-athletes revolve around the title of this article. They call on athletes to shape their future around their brand, which raises two problems for the athletes who decide to follow such advice.

There used to be a time when athletes were afraid of paparazzi exposing their private lives, but nowadays they seem all the more willing to do that themselves through Twitter, Instagram, Facebook and other social media platforms.

In the year 2020, the world was caught by surprise by the unprecedented emergence of the Coronavirus pandemic, an event that has altered every individual’s day-to-day life and has challenged everyone to re-think how they go about their lives.

We have in previous articles explored the importance of athletes building their brand, as a strong brand comes with many opportunities both on and off field. Being good at the athlete’s given sport is a fundamental building block of their professional image, but a lot of individuals with raw talent have failed to build a strong brand

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