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Keywords: Brand implication
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2026) 16 (2): 215–239.
Published: 06 November 2025
... to the sponsor (Smith, 2004). Athletes with strong personal brands have the potential to attract endorsement offers and can continue leveraging their symbolic value even after their athletic career ends (Rein et al., 2006). Athlete brand Brand implication Endorsement benefits Sponsorship...
