ABSTRACT
This chapter includes the related topic of player branding and the opportunities and challenges that athletes face in building their own brands. One fascinating aspect here is that athletes are also competing off the field. In their activities to build their own brands, they effectively compete with each other for the passion and mindshare of the many fans of their sport. The chapter ends with a discussion of amateur athlete endorsements. Athletes are a central part of the sporting world both on the field and off. For a professional athlete, the battle on the field can attract many spectators to watch in person, and many millions to watch through any number of television and digital devices. Potential is a reason why many companies are looking to sponsor an athlete before they become a major star.
