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SPORT PERSONAL BRANDApproach to the management methodology       Abstrat of 1º Research Project         FCO, JAVIER ZAMORA...
Abstrat of Research Project           0. index           Setting          Motivation         Objectives         Hypothesis...
Abstrat of Research Project         Part I: Presentation      WWW.JAVIERZAMORASABORIT.COM
Abstrat of Research Project        JAVIER ZAMORA SABORIT        Degree in Advertising and Public Relations from the Univer...
Abstrat of Research Project               1. The reality of the Sport Personal Brand                                  Pers...
Abstrat of Research Project                        1. The reality of the Sport Personal BrandIt is important to analyse th...
Abstrat of Research Project                   2. Motivation for research                    Athlete´s valuesThe exiting me...
Abstrat of Research Project                                        3. Objetives1. Establish a link between the current suc...
Abstrat of Research Project                                        4. Hypothesis                                          ...
Abstrat of Research Project                                        4. Hypothesis                                          ...
Abstrat of Research Project                                                  5. Methodology                         Resear...
Abstrat of Research Project  Part II: Desktop study about sport  communication and personal brand      WWW.JAVIERZAMORASAB...
Abstrat of Research Project                                           6. Desktop studyTheoretical approach to communicatio...
Abstrat of Research Project   Part III: Presentation of   the research conclusions      WWW.JAVIERZAMORASABORIT.COM
Abstrat of Research Project                  7. Introduction of the interviewees:•Andrés Pérez Ortega .•Pablo Adán•Tomás M...
Abstrat of Research Project                   7. 10 Conclusions from the interviews:1. It is the perfect moment to develop...
Abstrat of Research Project    Part IV: Final Conclusions      WWW.JAVIERZAMORASABORIT.COM
Abstrat of Research Project8 Verification of the hypothesis and the sub-hypothesis Main hypothesis   Verified             ...
Abstrat of Research Project  9. Final conclusions1. Let’s say Sport Personal Brand and not sports coaching2. There is a pu...
Abstrat of Research Project                           9. Extract from the final conclusions1-Let’s say Sport Personal Bran...
Abstrat of Research Project                           9. Extract from the final conclusions3-If we work with professional ...
Abstrat of Research Project                            9. Extract from the final conclusions5-Do you want to get associate...
Abstrat of Research Project                            9. Extract from the final conclusions7-24/7 professionalAthletes mu...
Abstrat of Research Project                            9. Extract from the final conclusions9-Personal brand versus Sport ...
Abstrat of Research Project              10-Future research linesPHD doctoral thesis on Sport Personal BrandMethodology as...
In Sport                Personal Brand                the most                important thing                is your      ...
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Abstrat of Research Project about Sport Personal Brand

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Abstrat of Research Project about Sport Personal Brand

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Abstrat of Research Project about Sport Personal Brand

  1. 1. SPORT PERSONAL BRANDApproach to the management methodology Abstrat of 1º Research Project FCO, JAVIER ZAMORA SABORIT
  2. 2. Abstrat of Research Project 0. index Setting Motivation Objectives Hypothesis Methodology Desktop study Results Verification H’S Conclusions Future lines of study WWW.JAVIERZAMORASABORIT.COM
  3. 3. Abstrat of Research Project Part I: Presentation WWW.JAVIERZAMORASABORIT.COM
  4. 4. Abstrat of Research Project JAVIER ZAMORA SABORIT Degree in Advertising and Public Relations from the University Cardenal Herrera- CEU. 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 WWW.JAVIERZAMORASABORIT.COM
  5. 5. Abstrat of Research Project 1. The reality of the Sport Personal Brand Personal Brand Escenario Agents/clubsLack ofbibliography Objeto de estudio Practice of a profession without the proper qualification WWW.JAVIERZAMORASABORIT.COM
  6. 6. Abstrat of Research Project 1. The reality of the Sport Personal BrandIt is important to analyse the image and the values that the athlete has, and the capacity of passing themon 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 ofan athlete and what really makes them stand out from the rest, is the capacity of passing on their ownpersonal values to the rest of the world.It is necessary to find a connecting point between the professional reality and the academicenvironment in order to start, work on and successfully complete any personal brand image for anathlete. The professional reality that one can find nowadays shows that there is not a clear methodologythat 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 tofind a job. These distorted concepts are a result of the current crisis and they do not have anything to dowith what brand management really is.The professional reality that one can find when managing an athlete personal brand is complicated. Thisis due to the fact that there are different agents around the athlete who are not communication expertswho manage the athlete’s personal brand with a short term view. WWW.JAVIERZAMORASABORIT.COM
  7. 7. Abstrat of Research Project 2. Motivation for research Athlete´s valuesThe exiting methodology The professional reality WWW.JAVIERZAMORASABORIT.COM
  8. 8. Abstrat of Research Project 3. Objetives1. 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 companies3. Find out about the origin and launching of the Personal Brand or Ego Brand concepts in Spain4. Show the approach of those professionals who are around the athletes and who work on their personal brand5. Give theoretical and practical conclusions about the optimum management of a personal brand in the sports world6. Approach the professional and academic reality of Sport Personal Brand management7. Demonstrate the lack of professionalism8. Provide a conceptual order so that stronger foundations can be built in the development of the Sport Personal Brand WWW.JAVIERZAMORASABORIT.COM
  9. 9. Abstrat of Research Project 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 hypothesisThe current Sport Personal Brand management does not apply a defined professionalmethodology. Moreover it applies isolated commercial tools and actions, which don’t show astrategic 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 themedia 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 theathlete’s identity or image in the medium or long term. WWW.JAVIERZAMORASABORIT.COM
  10. 10. Abstrat of Research Project 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 hypothesisThe current Sport Personal Brand management does not apply a defined professionalmethodology. Moreover it applies isolated commercial tools and actions, which don’t show astrategic 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 themedia 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 theathlete’s identity or image in the medium or long term. WWW.JAVIERZAMORASABORIT.COM
  11. 11. Abstrat of Research Project 5. Methodology Research phases Justification of the field of study.The professionals in charge ofthe athlete’s brand and imagein Spain and the professionalsin the Personal Brand field. WWW.JAVIERZAMORASABORIT.COM
  12. 12. Abstrat of Research Project Part II: Desktop study about sport communication and personal brand WWW.JAVIERZAMORASABORIT.COM
  13. 13. Abstrat of Research Project 6. Desktop studyTheoretical 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 WWW.JAVIERZAMORASABORIT.COM
  14. 14. Abstrat of Research Project Part III: Presentation of the research conclusions WWW.JAVIERZAMORASABORIT.COM
  15. 15. Abstrat of Research Project 7. Introduction of the interviewees:•Andrés Pérez Ortega .•Pablo Adán•Tomás Marcos.•Javier Vich.•Óscar Martin.•Vicente fuertes.•Iván Corretja.•Sandra Femenia. WWW.JAVIERZAMORASABORIT.COM
  16. 16. Abstrat of Research Project 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 values3. The athletes and company’s values must be in line4. Professionalism in the sector is needed5. The athlete must be aware of the image and values that he or she represents6. There is still a long way to go to find a consensus on methodology7. The values of an athlete’s Sport Personal Brand must be the same as the athlete’s values8. Useful tools must but taught to the athlete to develop the Sport Personal Brand9. The Sport Personal Brand must be focused on the short, medium and long term, so that it lasts10. The professional that works with the Sport Personal Brand must know the tools that are needed to develop it. WWW.JAVIERZAMORASABORIT.COM
  17. 17. Abstrat of Research Project Part IV: Final Conclusions WWW.JAVIERZAMORASABORIT.COM
  18. 18. Abstrat of Research Project8 Verification of the hypothesis and the sub-hypothesis Main hypothesis Verified SH1 SH2 SH3 SH4 Sub hypothesis: verified WWW.JAVIERZAMORASABORIT.COM
  19. 19. Abstrat of Research Project 9. Final conclusions1. Let’s say Sport Personal Brand and not sports coaching2. There is a puzzle with different methodologies3. If we work with professional people, let’s be professional4. Build your Sport Personal Brand based on values5. Do you want to get associated with my brand?6. One must teach them that personal brand is7. 24/7 professional8. Think of the future9. Personal brand versus Sport Personal Brand10. And... WWW.JAVIERZAMORASABORIT.COM
  20. 20. Abstrat of Research Project 9. Extract from the final conclusions1-Let’s say Sport Personal Brand and not sports coachingOne of the first conclusions that can be obtained from the research project is that, the concept ofpersonal brand in the sports world is often confused with sports coaching. This conclusion is based onboth the study of the existing bibliography and the interviews carried out with professionals andacademics.Sport coaching is a complementary tool when building a Sport Personal Brand, but is not the only toolthat is needed to work in the global image of the sports brand.2-There is a puzzle with different methodologiesFrom both the desktop study and the conclusions obtained from the interviews to the professionals, itis concluded that there is not a clear methodology to work on the construction and development of theSport Personal Brand.There are some aspects from the communication, marketing and sport coaching world that can be usedin the creation of the Sport Personal Brand, but they must be unified, readapted and established toachieve a methodology as clear the one followed for the creation of a company brand. WWW.JAVIERZAMORASABORIT.COM
  21. 21. Abstrat of Research Project 9. Extract from the final conclusions3-If we work with professional people, let’s be professionalProfessionalism in the sector would help to establish a work methodology that would allow theconstruction of personal brands, the improvement of the image of the athlete, his or her relationshipwith the supporters and the achievement of the main goal - the creation of a personal brand based onthe athlete’s personal values and that is long lasting.4-Build your Sport Personal Brand based on valuesWhen constructing a Sport Personal Brand, it must be based on the athlete’s own personal values; realvalues that are identifiable with him or her. Those values must be the personal brand’s centre, and itmust represent the athlete in both the personal and the sporting aspect, and this is the key whencreating the Sport Personal Brand.The objective of building the personal brand on the athlete’s own values is very important, and itboosts those values and makes them related to the athlete. WWW.JAVIERZAMORASABORIT.COM
  22. 22. Abstrat of Research Project 9. Extract from the final conclusions5-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 solelyon sports success. If this is achieved, the synergies that are created between the sponsor company andthe 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 onlylast in the short term, which leads to an exploitation of the athlete’s personal brand and the loss of thetransmitted values. I have named this kind of short-term sponsorships the “cashier sponsorships”, inwhich the athlete goes to the check-out point, gets paid and walks away.6-One must teach them that personal brand isOne must teach the athletes that the objective of their personal brand is to manage their image, givingthem values that can be projected in the future. The personal brand must be based in short, mediumand long term expectations. This way the athletes will see that their work is focused on boosting theirpersonal brand with those values and that this will make the companies sponsor them with quality longlasting links, that will last after their sport success. WWW.JAVIERZAMORASABORIT.COM
  23. 23. Abstrat of Research Project 9. Extract from the final conclusions7-24/7 professionalAthletes 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 importantthat the values that we want to identify with a certain athlete are in line with his or her own values sothat 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 futureOne 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 theyretire.A basic principle is to focus on long term objectives, work with the athlete to prepare them for thattransition and help him to create professional ways for life after retirement. WWW.JAVIERZAMORASABORIT.COM
  24. 24. Abstrat of Research Project 9. Extract from the final conclusions9-Personal brand versus Sport Personal BrandEven though the tools used in both are mainly the same, the difference between personal brand andSport Personal Brand is that the first one seeks recognition, whereas the second one seeks to managethe social and media recognition that they already have and boost the values that you want totransmit.Because of this, when working on a Sport Personal Brand of a celebrity, the same tools do not followthe same guidelines, as that athlete will have to look after a series of distinct aspects compared to anyother professional’s personal brand10- In conclusionDefinition of Sport Personal Brand:Sport Personal Brand is based on managing the brand image providing it with the athlete’s personalvalues, projected to the future, so that it can be used by the athlete, even after their professional life. WWW.JAVIERZAMORASABORIT.COM
  25. 25. Abstrat of Research Project 10-Future research linesPHD doctoral thesis on Sport Personal BrandMethodology aspect: Quantitative and qualitative combinationGet 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 WWW.JAVIERZAMORASABORIT.COM
  26. 26. In Sport Personal Brand the most important thing is your futureWWW.JAVIERZAMORASABORIT.COM

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