How Sports Marketing and Athlete Branding Influence Public Consumption

Madyson Winters

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Tampa

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Carol Osborne

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This thesis will examine how sports advertising and athlete branding impacts the consumer. For instance, it will explore how advertising increases knowledge about sports and the emotional aspects of consumer consumption. Personal branding has drastically increased with the recent passing of the NCAA law regarding college athletes profiting off their brand. This study will investigate how personal branding impacts sports consumption. With the significant increase, it is important to understand how these changes impacts sports.

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How Sports Marketing and Athlete Branding Influence Public Consumption

This thesis will examine how sports advertising and athlete branding impacts the consumer. For instance, it will explore how advertising increases knowledge about sports and the emotional aspects of consumer consumption. Personal branding has drastically increased with the recent passing of the NCAA law regarding college athletes profiting off their brand. This study will investigate how personal branding impacts sports consumption. With the significant increase, it is important to understand how these changes impacts sports.