Identifying The Effective Factors Of Personal Branding In Individual Sport Athletes

The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in-depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.