Understanding athlete brand life cycle

Ali Hasaan, Rui Biscaia, Stephen Ross

Research output: Contribution to journalArticlepeer-review

18 Citations (SciVal)


The purpose of this study was to present a framework to aid understanding athlete brand life cycle and how to extend it. A thorough review of the literature was conducted to create the proposed framework. Five stages were identified including brand introduction, brand growth, brand maturity, brand decline and brand reinvention, as well as athlete capital that may occur for some athletes. This study extends prior research by providing an initial idea on how to develop and manage an athlete brand life cycle throughout his/her career.

Original languageEnglish
Pages (from-to)181-205
Number of pages25
JournalSport in Society
Issue number2
Early online date4 Jun 2019
Publication statusPublished - 31 Dec 2019

Bibliographical note

Publisher Copyright:
© 2019 Informa UK Limited, trading as Taylor & Francis Group.

Copyright 2021 Elsevier B.V., All rights reserved.


  • Athletes
  • fans
  • life cycle
  • sport brand

ASJC Scopus subject areas

  • Cultural Studies


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