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Antonio S. Williams, Zack P. Pedersen, and Kelly J. Brummett

The passing of basketball icon Kobe Bryant at the beginning of 2020 was devastating for many different sporting and cultural communities. However, the plethora of opportunities Bryant left his family, and the management of those entities by his estate, thereafter, shed light on a neglected area of branding research. How athletes are able to prepare their estates to continue to benefit from their name, image, and likeness, even after death, is a substantial topic in regard to the legacy that various athletes are able to establish. Through an analysis of various posthumous branding phenomena, as well as a comparison with other posthumous celebrity brands, this commentary discusses the current issues faced by athletes, such as ownership and protection. An understanding of current barriers to greater posthumous earnings will benefit how athletes and researchers alike construct and evaluate brands, respectively. Future research should address how prevalent forward thinking is to athletes’ brand building toward a successful postathletic career, as well as the current status of estate planning and brand communication by athletes and/or their brand managers.

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Diego Monteiro Gutierrez, Marco Antonio Bettine de Almeida, Gustavo Luis Gutierrez, Zack P. Pedersen, and Antonio S. Williams

The current investigation uses critical discourse analysis to compare how international media entities portrayed Brazil in the 2014 FIFA World Cup and the 2016 Summer Olympics. The aim of the study was to understand how the specific characteristics of each event impact the media discourse and influence the portrayal of the host country. In this sense, the research concluded that the popular appeal of the event and the historical relation of the country with the sport have a profound impact on the type of coverage. Also, historical aspects and the diversity of athletes in the Summer Olympics contributed to a coverage more focused on the social issues of the host country. In the Brazilian case, this resulted in a more positive view of the country from the FIFA World Cup than the Summer Olympics.