To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand

Mogaji, Emmanuel; Badejo, Foluké Abigail; Charles, Simone; Millisits, Jacqueline

Abstract

Research question: There are growing concerns about the commercial viability of sportswomen as they are seldom featured as brand ambassadors. There are challenges for sportswomen in building and making their brands appealing to advertisers and marketers. This study seeks to understand the human brand concept in the context of sportswomen. Specifically, exploring the challenges, prospects and opportunities, sportswomen face in building their brand.

Research methods: Qualitative data from semi-structured interviews with 24 sportswomen in the UK were thematically analysed.

Results and Findings: Sportswomen seldom recognise themselves as brands and therefore make little effort to build their brand. They identified known issues such as limited media coverage, gendered perceptions of women’s sport, as well as emergent issues such as the challenges of balancing the need to develop their brand with the need to build their career. We develop a human brand pyramid to highlight how sportswomen can progress from human brands to brand endorsers and boost their earning potential. The present findings contribute to a better understanding of human brands, sportswomen and celebrity endorsement.

Implications: It offers practical implications for sportswomen who want to build their brand. Governing bodies, media and brands also need to change the representation of sportswomen across advertisements through tactics that promote gender equity and decrease differences. Sportswomen’s athletic abilities should be given more visibility over their aesthetics. Talent managers also need to be mindful of trends in gender relations to better support their female clients in developing their brands.

Citation

Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2022). To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand. European Sport Management Quarterly, 22(3), 379-397. https://doi.org/10.1080/16184742.2020.1791209

• Journal Article Type: Article
• Acceptance Date: Jun 29, 2020
• Online Publication Date: Jul 6, 2020
• Publication Date: May 4, 2022
• Deposit Date: Jun 1, 2023
• Journal: European Sport Management Quarterly
• Print ISSN: 1618-4742
• Electronic ISSN: 1746-031X
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 22
• Issue: 3
• Pages: 379-397
• DOI: https://doi.org/10.1080/16184742.2020.1791209
• Keywords: Strategy and Management; Tourism, Leisure and Hospitality Management
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/16184742.2020.1791209
• Additional Information: Peer Review Statement: The publishing and review policy for this title is described in its Aims & Scope.; Aim & Scope: http://www.tandfonline.com/action/journalInformation?show=aimsScope&journalCode=resm20; Received: 2020-02-19; Accepted: 2020-06-29; Published: 2020-07-06