The evolution of athlete branding : a bibliometric analysis

Abstract

Athlete branding has become an increasingly important topic in sports management and marketing, particularly in the digital era. This study provides a comprehensive bibliometric analysis of athlete branding research from 2000 to 2024 to map the field's key developments and trends. Using performance analysis and science mapping, this study examined related scholarly publications and identified prolific authors, influential journals, and dominant themes. This study highlights the evolving nature of athlete branding and offers future research directions at the intersection of sports, business, and digital media. Specific research opportunities linked to these themes have been identified in the literature, and this study also suggests location, contextual, and methodological research. This review offers a deeper understanding of actionable research opportunities for both scholars and practitioners in the field.