| The Role of Artificial Intelligence in Developing Athletes’ Personal Branding: Opportunities, Challenges, and Emerging Approaches in Digital Marketing |
| Paper ID : 1644-SPORTCONGRESS |
| Authors |
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Sabere Rahmani Qashqai * . Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran |
| Abstract |
| Abstract Introduction: In recent years, the expansion of intelligent technologies and artificial intelligence (AI) systems has transformed the concept of athletes’ personal branding. Traditionally, athletes’ brands were built on sporting performance and media exposure; however, AI-driven tools such as automated content generation, predictive analytics, and interactive fan engagement systems have created new opportunities for building digital identity, enhancing brand authenticity, and strengthening commercial relationships. The present study aims to explore the opportunities, challenges, and emerging AI-based strategies shaping the personal branding of athletes. Methods: This qualitative research employed semi-structured in-depth interviews. The statistical population consisted of professional athletes and sport marketing experts. Using purposive sampling, ten participants were selected until data saturation was achieved. Data were collected through semi-structured interviews and analyzed using thematic analysis, including coding, categorization, and theme extraction based on conceptual patterns emerging from participants’ experiences. Results: Thematic analysis revealed five core dimensions of AI’s role in athletes’ personal branding: • Brand authenticity and digital identity: enhancing trust and narrative personalization through data-driven storytelling; • Intelligent fan engagement: strengthening loyalty and interaction via emotional and behavioral data analytics; • Sponsorship alignment: matching athlete and sponsor brand values through market and audience data analysis; • Content management: automating content creation, scheduling, and performance evaluation across digital platforms; • Ethical and technological challenges: issues related to privacy, ownership of AI-generated content, and unequal technological access. Conclusion: The integration of artificial intelligence into athlete branding represents a fundamental shift from traditional sponsorship-based marketing to dynamic, data-driven ecosystems. Sport managers should enhance athletes’ digital literacy, establish ethical frameworks, and develop strategic policies to ensure responsible and sustainable AI adoption in personal branding. |
| Keywords |
| Artificial Intelligence, Athlete Personal Brand, Sports Marketing, Qualitative Interview, Fan Engagement, Digital Marketing |
| Status: Abstract Accepted (Poster Presentation) |
