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This is the first book to offer a complete, practical guide to the process of building an athlete brand and developing brand value.
Thomas van Schaik is a brand strategist, founder of The Athlete Brand and author of The Athlete Brand Book. He has spent more than two decades helping athletes shape their identity, influence, and long-term opportunity. At Adidas, he led global, award-winning campaigns with athletes such as Kobe Bryant, Muhammad Ali, Allyson Felix, Anna Kournikova, Leo Messi, and David Beckham. At the Dutch Olympic and Paralympic Committee, he helped build Team NL into a unified national brand. He also contributed to developing the IOC's Athlete 365 Business Accelerator. Hans Westerbeek is Professor of International Sport Business at Victoria University (VU) in Melbourne, where he leads the Sport Business Insights Group in the Institute for Sustainable Industries and Liveable Cities (ISILC). He previously served as Founding Director of the Institute of Sport, Exercise and Active Living (ISEAL), Dean of the College of Sport and Exercise Science, and Pro-Vice Chancellor Sport, responsible for shaping VU's university-wide sport strategy. He is a non-executive director of Sports Cloud Australia. He also holds adjunct Professorial appointments at Universities in Amsterdam, Madrid, Brussels, Beijing, and Mumbai.
1 The Evolution of Athlete Branding 2 Decoding the Athlete Brand 3 Strategic Foundations for Athlete Brands 4 Preparing to Set Up an Athlete Brand Business 5 Brand Analysis and Assessment 6 Establishing Goals and Objectives 7 Crafting the Strategic Game Plan 8 Developing the Tactical Playbook 9 Measuring Success and Improvement 10 Expanding Reach and Global Positioning 11 Digital Transformation and New Opportunities 12 Intellectual Property and Brand Protection 13 Athlete Influence and Social Impact 14 The Future of Athlete Branding Appendix: Core Brand Values Worksheet
