Module Key Topic

Professional athletes have a relatively short career playing sports, living most of their lives from earnings made off the field, which is why it is important that they are proactive when it comes to their financial planning. One of the many pillars of good financial planning is building the athlete’s personal brand in order to maximize their earning potential off the field, both during and after their sports career. An athlete’s sports career may end, but a strong brand will continue to exist, assisting in building wealth beyond the athlete’s playing years. With the change of the NCAA regulation, allowing student-athletes to benefit from the commercial use of their NIL, student-athletes are urged to start exploring ways of building and commercializing their personal brand. The module is divided into thirteen separate sessions with each session addressing a key area of the module’s theme.

Module Learning objectives

• It is important for athletes to have an accurate picture of where they are in terms of their personal branding so that they can plan their future branding activities accordingly.
• A sports celebrity brand can be built with an appropriate branding plan.
• Strengthening the athlete’s brand equity is important since it forms the basis of an athlete’s commercial value from a consumer’s point of view.
• Athletes can adapt their branding strategy to take full advantage of its different life/work phases.
• The athlete’s brand can be commercialized in a number of ways to bring substantial amounts of revenue to the athlete.
• A proper brand management strategy ensures that the athlete becomes and stays marketable.
• Legally protecting the athlete’s sports brand ensures that potential revenues from the commercialization of such brand are enjoyed by the athlete as their lawful owner.

Module Time Frame

Each session video runs an average of 7 to 8 minutes and students will need approximately another 10 minutes to complete the session exercises.

Materials given with purchase

• Access to teaching video.
• Downloadable student workbook for each session of the module.

Session Completion

Each session will need to be completed to allow the student to go to the next one. Upon completion of the entire module, the student will receive a certificate of completion.