PERSONAL BRANDING OF ATHLETES IN DIGITAL MARKETING: THE ROLE OF COMMUNICATION STRATEGIES AND THEIR COMMERCIAL POTENTIAL

Marija Ilievska Kostadinović; Gruja Kostadinović

doi:10.58984/smb2501119i

Authors

Marija Ilievska Kostadinović Faculty of Law, Security and Management "Constantine the Great", University “Union-Nikola Tesla”, Belgrade, Serbia Author https://orcid.org/0000-0001-7137-6177
Gruja Kostadinović Faculty of Law, Security and Management "Constantine the Great", University “Union-Nikola Tesla”, Belgrade, Serbia Author https://orcid.org/0000-0002-6049-0916

DOI:

https://doi.org/10.58984/smb2501119i

Keywords:

personal brand, athletes, digital marketing, communication strategies, commercial potential

Abstract

In the modern sports environment, personal branding of athletes has become a key factor in creating market value and recognition, especially through digital communication channels. This paper explores how athletes utilize digital marketing and communication strategies to build their personal brand, strengthen audience relationships, and enhance their commercial appeal. By analyzing practical examples and theoretical models, the study examines the impact of social media, content marketing, and authentic communication strategies on the development of personal brands. Special attention is given to the commercial potential of such branding, including sponsorship collaborations, product creation under the athlete’s own name, and direct monetization of online presence. The conclusion highlights the growing importance of strategically managing athletes’ digital identities and the need for education in this field.

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