No 'I' in 'Team'! The science of sports-star branding

©Laver Cup | Twitter (2023)

REPORT

2 Feb 2024

Headlined by the Paris Olympics, 2024 is set to be a big year for sports. With fandom now associated with digital engagement just as much as physical attendance, Canvas8 spoke to Nataliya Bredikhina, an assistant professor of sport management, to unpack the opportunities for brands and marketers.

Sector
Sports
Location
Global

Nataliya Bredikhina

Nataliya Bredikhina is an assistant professor of sport management at the University of Kansas. Her sports branding research spans digital and personal branding, events, and sponsorship, with a special interest in personal brand strategy and brand authenticity.

Nick Lising-White

Nicholas Lising-White is a behavioural analyst at Canvas8. With a degree in human geography from UCL, he is interested in the impact of differing cultural conditions on human behaviour. Outside of work, he can be found meandering between cafes on his bike, testing his culinary skills, and intermittently pottering around a rugby pitch.

Insider Status

macro behaviour·
LAST UPDATED 4 Jun 2024

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