133780-Thumbnail Image.png
Description
The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era

The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students at Arizona State University. The research suggests that there is no predictable impact to athlete brand from engaging in politics. Throughout history and in modern times there are examples of athlete's careers getting damaged because of their political involvement as well a instances where the athlete's brand is undamaged by their actions. The primary research results suggest that while the population preferred that sports and politics remain separate, they also believe that athletes have the right to speak out on political issues and engage in protest, and that doing so does not weaken the brand image of the athletes. The information in this research can be used by athletes to determine how their political actions may be received and by companies deciding how sponsoring a politically active athlete may affect their own brand.
563.82 KB application/pdf

Download restricted. Please sign in.
Restrictions Statement

Barrett Honors College theses and creative projects are restricted to ASU community members.

Details

Title
  • Impact of Political Activism on the Personal Brand of Professional Athletes
Contributors
Date Created
2018-05
Resource Type
  • Text
  • Machine-readable links