We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Athlete brand revitalisation after a transgression.
- Authors
Agyemang, Kwame J. A.
- Abstract
Over the years, the importance of athlete branding has become increasingly critical to acquiring sponsorship agreements. An excellent example of the brand-sponsor relationship is Tiger Woods, who has been able to obtain many sponsorship deals over the years. In fact, these agreements have paved the way for Woods to become the world's first billion-dollar athlete with regards to total revenue; however, as illustrated by Woods' late 2009 media nightmare, prompting his fade from the public eye and loss of sponsors, an athlete can lose sponsors with one mishap. Thus, the key question is how athletes such as Tiger Woods gain back lost sponsorships. The purpose of this paper is to offer words of advice for athletes faced with revitalising their brand after a transgression. Utilising Woods as a reference point, it furnishes five crucial steps athletes and brand managers should consider if they are to revitalise the athlete's brand and recapture sponsorship agreements.
- Subjects
SPORTS sponsorship; ATHLETES; SPORTS events; WOODS, Tiger, 1975-; PRODUCT management
- Publication
Journal of Sponsorship, 2011, Vol 4, Issue 2, p137
- ISSN
1754-1360
- Publication type
Article