... Emerald Group Publishing Limited 2016 Social networking Athlete brand development Co-branding Personal sport brand Rugby union Personal branding The past two decades has seen a fundamental shift in relation to the tools and strategies used by sports properties to communicate...

...André Richelieu; Michel Desbordes Purpose The purpose of this is to analyse co‐branding as leverage for both teams and equipment manufacturers in their internationalization endeavours. In other words, how can teams and equipment manufacturers benefit from their association in order to expand...