SPORT PERSONAL BRAND

Approach to the management methodology

Abstrat of 1º Research Project
FCO, JA VIER ZAMORA SABORIT

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0. index

Setting Motivation Objectives Hypothesis Methodology Desktop study Results Verification H’S Conclusions Future lines of study

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Part I: Presentation

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JAVIER ZAMORA SABORIT
Degree in Advertising and Public Relations from the University Cardenal HerreraCEU. Masters in New Trends and Innovation Processes in Communication from the University Jaume I. He recently completed a project on Sports Personal Brand at the University Jaume I of Castellón, and he is studying for a Doctorate in this subject. He currently works as Director of Advertising and Public Relations Account Executive at Oidea, a communication agency, which he co-founded. During his career, he has worked with Olympic athletes, footballers of different categories and coaches at the highest level. Marketing Manager of Valencia Racing Club and The Spirit of Valencia Offshore Powerboat Racing Team, a sporting event to be held in 2012 at the Port of Valencia, helping to find sponsors for this very important event. He gives lectures and talks about Sport Personal Brand and he writes articles in different media about this concept. Co-author, with other experts in communication, marketing and sports, of the Spanish book Leadership: Vicente del Bosque

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1. The reality of the Sport Personal Brand

Personal Brand

Escenario

Agents/clubs
Lack of bibliography
Objeto de estudio

Practice of a profession without the proper qualification

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1. The reality of the Sport Personal Brand It is important to analyse the image and the values that the athlete has, and the capacity of passing them on to their social environment, whether it is local, national or international. Aside from the professional success that each athlete may achieve during their careers, the real value of an athlete and what really makes them stand out from the rest, is the capacity of passing on their own personal values to the rest of the world. It is necessary to find a connecting point between the professional reality and the academic environment in order to start, work on and successfully complete any personal brand image for an athlete. The professional reality that one can find nowadays shows that there is not a clear methodology that can be applied to the sports world.

Besides, the reality of the personal brand is that it is thought of as a kind of coaching or a handbook to find a job. These distorted concepts are a result of the current crisis and they do not have anything to do with what brand management really is. The professional reality that one can find when managing an athlete personal brand is complicated. This is due to the fact that there are different agents around the athlete who are not communication experts who manage the athlete’s personal brand with a short term view.

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2. Motivation for research

Athlete´s values

The exiting methodology
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The professional reality

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3. Objetives 1. Establish a link between the current success of Spanish sport and the start of the Sport Personal Brand in Spain as a professional opportunity. 2. Analyse the relationship between the highest level sportsmen and sportswomen and the big companies 3. Find out about the origin and launching of the Personal Brand or Ego Brand concepts in Spain 4. Show the approach of those professionals who are around the athletes and who work on their personal brand 5. Give theoretical and practical conclusions about the optimum management of a personal brand in the sports world 6. Approach the professional and academic reality of Sport Personal Brand management 7. Demonstrate the lack of professionalism 8. Provide a conceptual order so that stronger foundations can be built in the development of the Sport Personal Brand

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4. Hypothesis Sub -Hyipothesis
SH1) Mixture of tools, concepts and definitions SH2) Confusion between Personal Brand and Coaching SH3) Exploitation of the image in the short term SH4) Sport Personal Brand and Personal Brand

Main hypothesis

The current Sport Personal Brand management does not apply a defined professional methodology. Moreover it applies isolated commercial tools and actions, which don’t show a strategic line when launching or developing it. This is due to a lack of professionalism in the field.

The current Sport Personal Brand management is mainly focused on the relationship between the media and the achievement of economic benefits in the short term. However, the current professionals do not take into account or work on the concept of the athlete’s identity or image in the medium or long term.

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4. Hypothesis Sub -Hyipothesis
SH1) Mixture of tools, concepts and definitions SH2) Confusion between Personal Brand and Coaching SH3) Exploitation of the image in the short term SH4) Sport Personal Brand and Personal Brand

Main hypothesis

The current Sport Personal Brand management does not apply a defined professional methodology. Moreover it applies isolated commercial tools and actions, which don’t show a strategic line when launching or developing it. This is due to a lack of professionalism in the field.

The current Sport Personal Brand management is mainly focused on the relationship between the media and the achievement of economic benefits in the short term. However, the current professionals do not take into account or work on the concept of the athlete’s identity or image in the medium or long term.

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5. Methodology

Justification of the field of study.
The professionals in charge of the athlete’s brand and image in Spain and the professionals in the Personal Brand field.

Research phases

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Part II: Desktop study about sport communication and personal brand

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6. Desktop study
Theoretical approach to communication related to the sport world

•Theoretical approach to the brand concept
•Theoretical approach to the ego brand and personal brand concept •Theoretical approach to the sport sponsorship concept •Theoretical approach to the sport communication concept and purposes •Theoretical approach to the sport coaching concept •Theoretical approach to the licensing concept in the sport world
Approach to the personal brand management models in the sport world
How to manage your personal brand Nitish Bhalotia model How to network Sport coaching

How to commercially exploit a personal brand
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Part III: Presentation of the research conclusions

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7. Introduction of the interviewees: •Andrés Pérez Ortega .

•Pablo Adán
•Tomás Marcos.

•Javier Vich.
•Óscar Martin. •Vicente fuertes. •Iván Corretja. •Sandra Femenia.

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7. 10 Conclusions from the interviews: 1. It is the perfect moment to develop the Sport Personal Brand in Spain. 2. The link between the different Sport Personal Brands and the companies that sponsor the athlete must be based on values 3. The athletes and company’s values must be in line

4. Professionalism in the sector is needed
5. The athlete must be aware of the image and values that he or she represents

6. There is still a long way to go to find a consensus on methodology
7. The values of an athlete’s Sport Personal Brand must be the same as the athlete’s values 8. Useful tools must but taught to the athlete to develop the Sport Personal Brand 9. The Sport Personal Brand must be focused on the short, medium and long term, so that it lasts 10. The professional that works with the Sport Personal Brand must know the tools

that are needed to develop it.
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Part IV: Final Conclusions

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8 Verification of the hypothesis and the sub-hypothesis

Main hypothesis
Verified

SH1

SH2

SH3

SH4

Sub hypothesis: verified
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9. Final conclusions

1. Let’s say Sport Personal Brand and not sports coaching
2. There is a puzzle with different methodologies 3. If we work with professional people, let’s be professional 4. Build your Sport Personal Brand based on values 5. Do you want to get associated with my brand? 6. One must teach them that personal brand is 7. 24/7 professional

8. Think of the future
9. Personal brand versus Sport Personal Brand 10. And...
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9. Extract from the final conclusions 1-Let’s say Sport Personal Brand and not sports coaching

One of the first conclusions that can be obtained from the research project is that, the concept of personal brand in the sports world is often confused with sports coaching. This conclusion is based on both the study of the existing bibliography and the interviews carried out with professionals and academics.
Sport coaching is a complementary tool when building a Sport Personal Brand, but is not the only tool that is needed to work in the global image of the sports brand. 2-There is a puzzle with different methodologies

From both the desktop study and the conclusions obtained from the interviews to the professionals, it is concluded that there is not a clear methodology to work on the construction and development of the Sport Personal Brand.
There are some aspects from the communication, marketing and sport coaching world that can be used in the creation of the Sport Personal Brand, but they must be unified, readapted and established to achieve a methodology as clear the one followed for the creation of a company brand.

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9. Extract from the final conclusions 3-If we work with professional people, let’s be professional

Professionalism in the sector would help to establish a work methodology that would allow the construction of personal brands, the improvement of the image of the athlete, his or her relationship with the supporters and the achievement of the main goal - the creation of a personal brand based on the athlete’s personal values and that is long lasting.
4-Build your Sport Personal Brand based on values

When constructing a Sport Personal Brand, it must be based on the athlete’s own personal values; real values that are identifiable with him or her. Those values must be the personal brand’s centre, and it must represent the athlete in both the personal and the sporting aspect, and this is the key when creating the Sport Personal Brand.
The objective of building the personal brand on the athlete’s own values is very important, and it boosts those values and makes them related to the athlete.

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9. Extract from the final conclusions 5-Do you want to get associated with my brand?

The link between a personal brand and a company brand, from the personal brand point of view, should be based on the athlete’s values (that can be passed on to the company brand), and not solely on sports success. If this is achieved, the synergies that are created between the sponsor company and the athlete are long-lasting and bring benefits to both parties.
If this is not followed, the relationship between the sportsperson and the sponsor company may only last in the short term, which leads to an exploitation of the athlete’s personal brand and the loss of the transmitted values. I have named this kind of short-term sponsorships the “cashier sponsorships”, in which the athlete goes to the check-out point, gets paid and walks away.

6-One must teach them that personal brand is
One must teach the athletes that the objective of their personal brand is to manage their image, giving them values that can be projected in the future. The personal brand must be based in short, medium and long term expectations. This way the athletes will see that their work is focused on boosting their personal brand with those values and that this will make the companies sponsor them with quality long lasting links, that will last after their sport success.

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9. Extract from the final conclusions 7-24/7 professional

Athletes must take care of their public, private and professional image, 24 hours a day, 7 days a week, even when they talk to supporters in the street or in the social networks. Due to this, it is important that the values that we want to identify with a certain athlete are in line with his or her own values so that these can be passed on. A sentence from Sandra Femenia summarises this common thinking: “everything communicates, even what you do not communicate”.
8-Think of the future One of the main objectives of the personal brand is to bring value to it and to take the advantage of it, even after the professional sports life. A professional that manages the personal brand of an athlete, must aim to make smoother the transition from the athlete’s active life to his or her life after they retire. A basic principle is to focus on long term objectives, work with the athlete to prepare them for that transition and help him to create professional ways for life after retirement.

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9. Extract from the final conclusions 9-Personal brand versus Sport Personal Brand Even though the tools used in both are mainly the same, the difference between personal brand and Sport Personal Brand is that the first one seeks recognition, whereas the second one seeks to manage the social and media recognition that they already have and boost the values that you want to transmit. Because of this, when working on a Sport Personal Brand of a celebrity, the same tools do not follow the same guidelines, as that athlete will have to look after a series of distinct aspects compared to any other professional’s personal brand 10- In conclusion Definition of Sport Personal Brand:

Sport Personal Brand is based on managing the brand image providing it with the athlete’s personal values, projected to the future, so that it can be used by the athlete, even after their professional life.

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10-Future research lines

PHD doctoral thesis on Sport Personal Brand
Methodology aspect: Quantitative and qualitative combination Get into the desktop study of: •Reputation of the relationship between the athlete and his or her supporters •Sociological and psychological analysis of sport supporters •International approach on personal brand •Analyse sport coaching •Expand the interviews carried out to professionals •To create a group of experts in the field . Create a trend on the Sport Personal Brand

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In Sport Personal Brand the most

important thing is your
future

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