Athlete branding as process: a systematic review and research agenda
Ali Hasaan, Hamed Golmohammadi, Adele D. Berndt, Mücahi̇t Fi̇şnePurpose
The study aims to provide a systematic and integrative account of athlete branding by synthesizing conceptualizations, processes, and management strategies across diverse contexts. Unlike prior reviews, it incorporates both Web of Science (WoS) and Google Scholar (GS), ensuring coverage of peer-reviewed and gray literature to capture a more inclusive research landscape.
Design/methodology/approach
The review followed PRISMA 2020 guidelines with a deductive design guided by three research questions. Four conceptual inclusion categories from branding and sport management informed the coding frame. Data were drawn from WoS and Google Scholar sources published up to 2024, enabling a comparative analysis of coverage and focus across the two databases.
Findings
Six thematic areas were identified: athlete brand identity and measurement, brand growth and evolution, athlete–fan relationship, communication and media influence, strategic athlete brand management, and contextual/cultural factors. The findings highlight the dominance of Western, male and elite athlete contexts; an emphasis on quantitative, deductive approaches and limited attention to digital-native, cross-cultural and female athlete branding.
Originality/value
This is the first review to combine WoS and GS coverage in athlete branding, offering a comprehensive thematic synthesis and a comparative database perspective. By identifying overlooked areas and proposing future research directions, this study provides actionable pathways for diversifying contexts, expanding methodological approaches and enhancing the global relevance of athlete branding research.