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Athlete Brand
Management Analysis
LARA WALKER
Sami Afuni 5053734
TABLE OF CONTENT:
Introduction
Conclusion
References
Sami Afuni 5053734
INTRODUCTION:
OPPORTUNITIES: THREATS:
When looking at Lara’s brand management, one thing that pops out
significantly is the lack of activity on social media from Lara’s end. Digital Media
and marketing is one of the biggest influencers when it comes to athlete brand.
(Reading 3) There are many platforms that Lara can use to build her brand
digitally such as Facebook, Twitter, YouTube, Snap chat and Instagram. Many
things can be show throughout these platforms whether that’s consistently
posting images and keeping people updated with her achievements and
competitions, or even expressing her emotions on certain topics on a platform
such as Twitter. Lara can offer a lot of value to sponsors. First and foremost, she
competes at a very high level of competition and has bags of potential ahead of
her. At any moment in time it could click with Lara and she could become the
biggest female star in the country. Potential sponsors could benefit massively
from such a jump. Another reason is that she conducts herself in a respectable
manner, and is at low risk meaning she wouldn’t be in the midst of controversy.
She has consistently been winning trophies at a youth level and has numerous
pictures of her holding trophies up, so that in its self should be a massive value to
potential sponsors. Lara has all the qualities to be a massive asset for any
sponsor. She has values, work ethic and is not afraid to achieve and “Just do it”. A
potential sponsor for Lara that would align perfectly with her is one that goes by
the quote of “Just do it” and that is Nike. First and foremost Nike’s values fit
perfectly with Lara as she is hard working and ambitious. Nike would also have a
low risk, high reward as she is not a very well known player, so financially they
wouldn’t have to supply much. However she does always compete at a high level
and is tipped to be the next big thing so they could use her as the next big story.
CONCLUSION:
REFERENCES:
Holden, D. (2018). Why tennis is struggling for players. [online] The Roar. Available at:
https://www.theroar.com.au/2017/01/08/tennis-struggling-players/
Garcia, J. (2018). Tennis player Lara Walker wins two tournaments in New Caledonia. [online]
Redland City Bulletin. Available at:
https://www.redlandcitybulletin.com.au/story/5501636/tennis-player-lara-walker-wins-two-
tournaments-in-new-caledonia/
ACADEMIC:
Reading 1:
https://bblearn.griffith.edu.au/bbcswebdav/pid-3870348-dt-content-rid-
34283261_1/courses/2220THS_3185/Wylleman%20%26%20Lavallee
%20%282004%29.%20A%20Developmental%20Perspective%20on
%20Transitions%20Faced%20by%20Athletes.pdf
Reading 2:
https://bblearn.griffith.edu.au/bbcswebdav/pid-3870362-dt-content-rid-
34624433_1/courses/2220THS_3185/Arai%2C%20Ko%2C%20%26%20Ross
%20%282014%29%20-%20Athlete%20Branding.pdf
Reading 3:
https://bblearn.griffith.edu.au/bbcswebdav/pid-3870390-dt-content-rid-
36654077_1/courses/2220THS_3185/Chien%2C%20Kelly%2C
%20%26%20Weeks%20%282016%29%20Sport%20Scandal%20and
%20Sponsorship%20Decisions.pdf