Project Description
This research paper focuses on the evolution and history of sports marketing and the branding of athletes who are building successful media empires based on their personal brands. Through the examples of Michael Jordan, Serena Williams, the players in the National Basketball Association, and Livvy Dunne, the paper explores the evolution of media platforms and the importance of athlete representation from the early 20th century until today while highlighting technological developments, such as the emergence of the internet, social media sites, and digital marketing. The findings showed that the rise of digital media and changing name, image, and likeness (NIL) policies shifted the power from media institutions towards athletes, who now operate as self-managed brands with multiple income streams, direct communication with the fans, and influencers of social trends and contemporary culture.
Name of Student
Boglarka Csordas
Program
Media Management
