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.
Elsa Kristiansen and Antonio S. Williams
Elsa Kristiansen and Dag Vidar Hanstad
This case study explores the relationship between media and sport. More specifically, it examines the association (i.e., the contact and communication) between Norwegian journalists and athletes during the 2010 Olympic Winter Games in Vancouver, Canada. Ten athletes and three journalists were interviewed about their relationship. To regulate and improve the journalist–athlete relationship during special events like the Olympics, media rules have been formulated. In regard to the on-site interactions, they accepted that they are working together where one was performing and the other reporting the event “back home.” While the best advice is to be understanding of the journalists’ need for stories and inside information, the media coverage was perceived as a constant stress factor for the athletes. However, because of the media rules the athletes were able to keep their distance but one athlete did comment: “You will not survive if you take it personally.”