Skip navigation

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

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

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Badejo, Foluké Abigail, Simone, Charles and Millisits, Jacqueline (2020) To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand. European Sport Management Quarterly. ISSN 1618-4742 (Print), 1746-031X (Online) (In Press) (doi:https://doi.org/10.1080/16184742.2020.1791209)

[img] PDF (Author's Accepted Manuscript)
28999 MOGAJI_To_Build_My_Career_Or_Build_My_Brand_(AAM)_2020.pdf - Accepted Version
Restricted to Repository staff only until 6 January 2022.

Download (271kB) | Request a copy

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.

Item Type: Article
Uncontrolled Keywords: sports, sportswomen, brand
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 19 Aug 2020 15:41
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/28999

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics