Category - Stephanus Johannes ROOS

North-West University, South Africa, ORICID:0000-0002-2817-5748

Stephanus Johannes ROOS Re-an MÜLLER

Managing the Personal Brand of Professional Golfers: Strategies for Success

Personal branding is essential for athletes and in particular professional golfers. Professional golfers employ various experts such as sport psychologists, fitness trainers and specialist coaches in order to improve their performance. As a result, this has significant financial implications for players and having an established personal brand may assist them in gaining sponsorships. However, there is a lack of research in the South African context regarding the personal branding of professional golfers. To address this research gap, the present study aimed to explore the importance of personal branding for professional golfers and identify the strategies that can be implemented to enhance their personal brand. The study participants comprised of Professional Golfers of South Africa (PGA of SA) members, teaching professionals, and golf administrators, who were interviewed using a semi-structured approach. The findings of the study confirmed that personal branding is a crucial factor...

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