International Journal of Sport Management

Advancing the Athlete Brand: Evaluating the Current Landscape of Athlete Logos

Zach P. Pedersen, Antonio S. Williams

Abstract: Athletes from around the world have recognized the benefits associated with establishing and growing their own personal brand. This realization has led many athletes to invest in themselves as a business and brand, consequently encouraging them to tie their brand to a symbolic image (e.g., logo). The current investigation evaluates the usage of personal logos as they pertain to some of the world’s richest and most famous athletes. An evaluation of athlete social media pages was utilized, to establish which athletes employed a personal logo in the marketplace. Of the (N = 216) different athlete social media pages examined, there were (n = 146) athletes that currently use a personal logo. The current state of design practices (e.g., typeface, brand associations) within these respective logos are reviewed in this study. The implications of personal logo usage and where athletes can benefit from such a symbol are discussed as well.

Keywords: athlete brand, branding, logos, brand marks, content analysis

Citation: Pedersen, Z. P., & Williams, A. S. (2022). Advancing the athlete brand: evaluating the current landscape of athlete logos. International Journal of Sport Management, 23(1), 33-54.

References

  • Arai, A., Ko, Y.J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97-106.
  • Badenhausen, K. (2018, June 13). Full List: The world’s highest—paid athletes 2018. Forbes. https://www.forbes.com/sites/kurtbadenhausen/2018/06/13/full-list-the-worlds-highest-paid-athletes-2018/?sh=41e90e6c7d9f
  • Badenhausen, K. (2019, June 11). World’s highest—paid athletes 2019: What Messi, LeBron and Tiger make. Forbes. https://www.forbes.com/sites/kurtbadenhausen/2019/06/11/highest-paid-athletes-2019-what-messi-lebron-and-tiger-make/?sh=64ab89076020
  • Badenhausen, K. (2020, May 3). Michael Jordan has made over $1 billion from Nike The biggest endorsement bargain in sports. Forbes. https://www.forbes.com/sites/kurtbadenhausen/2020/05/03/michael-jordans-1-billion-nike-endorsement-is-the-biggest-bargain-in-sports/313806861363
  • Bauer, H.H., Stokburger-Sauer, N.E., & Exler, S. (2008). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management, 22, 205-226.
  • Butryn, T.M., & Masucci, M.A. (2003). It’s not about the book: A cyborg counter narrative of Lance Armstrong. Journal of Sport & Social Issues, 27(2), 124-144. https://doi.org/10.1177%2F0193732503252176
  • Carlson, B.D., & Donavan, D.T. (2013). Human brands in sport: Athlete brand personality and identification. Journal of Sport Management, 27, 193-206. https://doi.org/10.1123/jsm.27.3.193
  • Davis, N. (2020, April 16). NFL uniform power rankings 2020: Rams tumble, Chargers take top sport after seven teams change looks. USA Today. https://www.usatoday.com/story/sports/nfl/columnist/nate-davis/2020/04/16/nfl-uniform-power-rankings-new-uniforms-raiders-first/2985074001/
  • Gladden, J.M., & Funk, D.C. (2001). Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports Marketing & Sponsorship, 3, 67–91.
  • Geurin, A.N., & McNary, E.L. (2021). Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games. European Sport Management Quarterly, 21(1), 116-133. https://doi.org/10.1080/16184742.2020.1725091
  • Hasaan, A., Kerem, K., Biscaia, R., & Agyemang, K.J.A. (2016). Understanding the implications of athlete brand among fans. Technics Technologies Education Management, 11(1), 68-81.
  • Henderson, P.W., & Cote, J.A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62(2), 14-30. https://www.jstor.org/stable/1252158
  • Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18–32. https://doi.org/10.1086/321945
  • Jiang, Y., Gorn, G.J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular- and angular-logo shapes influence brand attribute judgements. Journal of Consumer Research, 42, 709-726. https://doi.org/doi/10.1093/jcr/ucv049
  • Keller, K. (2008). Strategic brand management: Building, measuring, and managing brand equity. Prentice Hall.
  • Kim, M.J., & Lim, J.H. (2019). A comprehensive review on logo literature: Research topics, findings, and future directions. Journal of Marketing Management, (25)13, 1291-1365. https://doi.org/10.1080/0267257X.2019.1604563
  • Kwon, H., & Trail, G. (2001). Sport Fan Motivation: A Comparison of American Students and International Students. Sport Marketing Quarterly, 10(3), 147-155.
  • MacInnis, D.J., Shapiro, S., & Mani, G. (1999). Enhancing brand awareness through brand symbols. Advances in Consumer Research, 26, 601-608.
  • McCann, M. (2020, April 23). Kawhi Leonard loses copyright lawsuit against Nike over logo. Sports Illustrated. https://www.si.com/nba/2020/04/23/kawhi-leonard-loses-lawsuit-against-nike
  • Morr, K. (2018, Feb 13). There are 7 types of logo designs: But which type of logo is right for you?. Entrepreneur’s Handbook. https://entrepreneurshandbook.co/logo-basics-which-type-of-logo-is-right-for-you-c8c85a743cf8
  • Nelson, A. (2020, March 13). Roger Federer reclaims rights to ‘RF’ logo from Nike. Sport Business. https://www.sportbusiness.com/news/roger-federer-reclaims-rights-to-rf-logo-from-nike/
  • Park C.W., Eisingerich, A.B., Pol, G., & Park, J.W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66(2), 180-187. https://doi.org/10.1016/j.jbusres.2012.07.011
  • Park, J.A., Sung, J.M., Son, J.M., Kyunga, N., & Kim, S.K. (2019). Athletes’ brand equity, spectator satisfaction, and behavioral intentions. Asia Pacific Journal of Marketing and Logistics, 31(2), 541-558. https://doi.org/doi/10.1108/APJML-05-2018-0176
  • Pedersen P.M., Laucella, P.C., Kian, E., & Geurin, A.N. (2017). Strategic Sport Communication (2nd edn). Human Kinetics.
  • Pedersen Z.P., & Williams, A. S. (2021). Brand marks. In P. M. Pedersen (ed.), Encyclopedia of Sport Management (pp. 58-60). Edward Elgar.
  • Riffe, D., Lacy, S., Watson. B.R., & Fico, F. (2019). Analyzing Media Messages: Using Quantitative Content Analysis in Research (4th edn). Routledge.
  • Ross, S.D. (2006). A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management, 20, 22-38.
  • Ross, S.D., James, J.D., & Vargas, P. (2006). Development of a scale to measure team brand associations in professional sport. Journal of Sport Management, 20(2), 260-279. https://doi.org/10.1123/jsm.20.2.260
  • Schad, T. (2020, July 23). Washington’s NFL team to be called ‘Washing Football Team’ in 2020 with new nickname and logo on hold. USA Today. https://www.usatoday.com/story/sports/nfl/2020/07/23/washington-football-team-redskins-2020-rebranding-logo-dansnyder/5494337002/
  • Skaggs, S. (2019). The semiotics of visual identity: Logos. The American Journal of Semiotics, 35(3), 277-307. https://doi.org/doi/10.5840/ajs20201257
  • Thomson, M. (2006). Human brands: in¬vestigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104-119.
  • Walsh, P., & Williams, A. (2017). To extend or not extend a human brand: An analysis of perceived fit and attitudes towards athlete brand exten¬sions. Journal of Sport Management, 31, 44-60. https://doi.org/10.1123/jsm.2015-0314
  • Walsh, P., Rhenwrick, I., Williams, A., & Waldburger, A. (2014). Team brand extension or licensed product? Examining consumer awareness of two distinct brand strategies. Sport, Business and Management, (4)2, 96-108. https://doi.org/10.1108/SBM-02-2012-0007
  • Wheeler, A. (2018). Designing brand identity: An essential guide for the entire branding team. John Wiley & Sons.
  • Williams, A.S., Kim, D., Agyemang, K., & Martin, T.G. (2015). All brands are not created equal: Understanding the role of athletes in sport-brand architecture. Journal of Multi-disciplinary Research, 7(3), 75-86.
  • Williams, A.S., Kim, D., & Choi, W. (2015). What children love about ath¬letes: An exploratory assessment of athlete brand associations among youth consumers. Global Sport Business Journal, 3(1), 63-77.
  • Williams, A., Rhenwrick, I., Agyemang, K.J.A. & Pantaleoni, A. (2015). An exploratory study of women club members’ experiences with an NFL franchise brand extension. Sport, Business and Management, 5(2), 107-120. https://doi.org/10.1108/SBM-10-2012-0045
  • Williams, A.S., & Son, S. (2021). Sport re¬branding: The effect of different degrees of sport logo redesign on brand attitude and purchase intention. International Journal of Sports Marketing and Sponsorship, ahead of print. https://doi.org/10.1108/IJSMS-01-2021-0016
  • Williams, A.S., Walsh, P., & Rhenwrick, I. (2015). A conceptual framework for assessing brand equity in professional athletes. International Journal of Sport Management, 16, 77-97.

Discover more from International Journal of Sport Management

Subscribe now to keep reading and get access to the full archive.

Continue reading