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Selbstvermarktung und Personal Branding

In: Profifußballer zwischen Marktwert, Macht und Marke

Author

Listed:
  • Nicolas Fink

Abstract

Zusammenfassung Das Kapitel untersucht Selbstvermarktung und Personal Branding als integrale zweite Leistungsebene moderner Profifußballer. Digitale Plattformen verschieben Macht von Club-PR zu Spielermarken; Akteure werden zu Content-Produzenten, die sportliche Leistung, Lifestyle, Haltung und Sponsoring zu stimmigen Narrativen verknüpfen. Daraus entstehen ökonomische Chancen (Reichweite, Erlösdiversifikation, Karriereabsicherung) und kommunikative Hebel für Werte- und Gesellschaftsthemen – zugleich aber Risiken: Präsentationsdruck, Shitstorms, Identitätsfragmentierung und Konflikte mit Vereinsmarken. Die Analyse zeigt, wie individuelle Marken die Clubkommunikation neu ordnen, Governance- und Guideline-Bedarf erzeugen und im besten Fall durch strategische Verschränkung von Spieler- und Vereinsidentität Mehrwert stiften. Gefordert sind professionelle Coaching-, Safeguarding- und Ethikstrukturen, damit Personal Branding nicht bloß Kommerzialisierung, sondern reflektierte, verantwortliche Selbstpositionierung ermöglicht.

Suggested Citation

  • Nicolas Fink, 2026. "Selbstvermarktung und Personal Branding," Springer Books, in: Profifußballer zwischen Marktwert, Macht und Marke, chapter 7, pages 93-103, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50116-7_7
    DOI: 10.1007/978-3-658-50116-7_7
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