Image and visibility of the athlete: media and brand building
Image and visibility of the athlete: media and brand building
DOI:
https://doi.org/10.51473/rcmos.v1i1.2023.1608Keywords:
personal branding; sports media; women in sport; intersectionality; reputation.Abstract
This article examines how traditional and digital media shape public perceptions of women athletes, influencing visibility, reputation, and monetization opportunities, including sponsorships and Name, Image and Likeness (NIL) agreements. The method combines a narrative review of academic sources with case analyses of the FIFA Women’s World Cup, the WNBA, the NWSL, and combat sports, complemented by sector evidence. Recurrent challenges are identified—unequal resource allocation, gender- and race-based stereotyping, contractual disparities, and risks such as harassment, reputation crises, and hyper-exposure. The study also highlights recommended practices already consolidated in visual representation. Finally, it proposes practical tools—an Athlete Brand Playbook and a Brand-Building Matrix—with indicators for follower growth, conversion rate, and earned/organic media analysis, offering a practical guide for athletes, agents, and organizations.
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Copyright (c) 2023 Larissa de Freitas Coutinho Oliveira (Autor)
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