... for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand...

.... Moreover, this research has a focus on football, therefore it would be interesting to investigate if the same effects hold true for other sports. Practical implications Counting seconds of logo exposure and combining these with audience reach too narrowly considers the complexity of sponsorship...