Self-branding for athletes: the art of cultivating identity and influence / Razif Sazali

Athletes in modern sports are no longer merely competitors on the field; they have evolved into multifaceted individuals whose influence extends well beyond the confines of their sport (Zhang, 2022). The concept of athlete self-branding has emerged as a crucial aspect of their careers, allowing them to create a unique identity, interact with fans on a personal level, and leverage their influence for both personal and societal development. This article provides the significance of athlete self-branding, its fundamental principles and the tangible advantages across in the digital age.