Sports brands: creation, development, and image management

Abstract

This work examines the mechanisms of creation, strategic development, and image management of sports brands in the global marketplace. The sports industry today is not limited to athletic performance – it is a powerful tool of influence, culture, and business. The study identifies the key stages of brand formation, marketing techniques, and approaches to building and maintaining a competitive image in a dynamic digital environment. Special attention is paid to the emotional connection with consumers, the use of sponsorships, and the role of athletes as brand ambassadors. The analysis is based on global sports brands such as Nike, Adidas, and Under Armour.