A Tale of Two Brands: Examining Elite Female Athletes’ Branding and Self-Presentation Strategies Over Time

in International Journal of Sport Communication

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Hailey A. HarrisTexas A&M University, College Station, TX, USA

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Natasha T. BrisonTexas A&M University, College Station, TX, USA

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Branding and self-presentation strategies on text and visual platforms have been explored in a variety of ways such as gendered analyses and content analyses performed on the social media profiles of athletes at multiple levels of sport. The purpose of this study was to examine branding and self-presentation strategies of two highly visible professional female soccer players (i.e., Alex Morgan and Megan Rapinoe) over two different time periods: 2019 and 2020. Results show that branding and presentation strategies can shift over the course of an athlete’s career. Implications from this study include adjusting brand strategies for clients over time, using other athletes’ strategies as their own framework, and promoting brand authenticity in accordance with their daily lives.

Brison https://orcid.org/0000-0002-6922-6169

Harris (hailey2012@tamu.edu) is corresponding author.

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