Wilson, Jonathan A and Liu, Jonathan (2012) From Laconophilia to ‘The Sportan’: Balancing Athletic excellence, Sponsorship, Branding and Career prospects. International Journal of Sport Management and Marketing, 11 (1/2). pp. 125-142.Full text not available from this repository.
his conceptual paper presents a phenomenon, which considers how professionalism encourages athletes to associate image with performance. A by-product of this observes that athletes consider alternative careers, spearheaded by their sponsorship activities. A general assumption exists, that if offered sponsorship, athletes and agents will invariably accept. However, a pilot study conducted with elite athletes, agents, marketers and sports video games manufacturers, using the Socratic elenchus method, reveals that calculating the necessary resources for sponsorship and athlete brand-building activities still remains somewhat of a black box. Furthermore, as personal brand equity is crucial to elite athletes, this paper defines brand-conscious athletes as Sportans. Finally, the authors propose a Rubicon be drawn, in order to preserve athletes' accrued brand equity – whereby Sportans consider retirement and movement into a new career, based upon their commercial successes, rather than sporting excellence. A focus has been given to mixed martial arts (MMA) and ultimate fighting championships (UFC) fighters – due to the higher levels of risk and minimisation strategies observed, which mitigate sporting failure.
|Subjects:||H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
|Divisions:||Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management|
|Research Priority Areas:||Applied Business Research|
|Depositing User:||Ineke Tijsma|
|Date Deposited:||28 Apr 2015 15:24|
|Last Modified:||28 Apr 2015 15:24|