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Zack Pedersen and Antonio S. Williams

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Elsa Kristiansen and Antonio S. Williams

This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and leveraged her personal brand. Using the athlete brand-equity model as the theoretical framework, a qualitative case study was built by means of interviews and document analyses. Specifically, this case detailed how Pettersen and her management team endeavored to build and manage her personal brand equity through organization-produced and -controlled brand-communications strategies. The findings of this case shed light on the challenges and opportunities that athletes and their constituents face when managing human brands. Moreover, the findings of this case support the use of previously proposed sport-branding conceptualizations in a real-world setting.

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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.

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Thomas R. George, Armin A. Marquez, Cassandra J. Coble, and Antonio S. Williams

The growth of Sport Management programs in the United States over the past 50 years has sparked debate about where they should reside on college campuses. However, it has also provided significant opportunities for collaboration and integration with other academic programs in Kinesiology and Public Health. This paper explores relevant literature and current issues that highlight the intersection of sport management, physical activity, and health and then describes two academic programs that were redesigned to better integrate sport management and the health sciences. The Sport Marketing and Management program at Indiana University provides students with the opportunity to expand their business training, with particular emphasis on diversity, equity, and inclusion, through coursework in health and movement-related programs in the School of Public Health. The School of Kinesiology’s Applied Exercise Science program at the University of Michigan offers students the option of pursuing a management elective track that incorporates courses from the school’s Sport Management program. This paper provides leaders in Kinesiology with explicit examples of integrating kinesiology and public health with sport management and serves to encourage leaders to promote and support greater collaboration within units of Kinesiology and other health science programs.