BRANDING STRATEGIES AND MARKETABILITY OF TRACK AND FIELD ATHLETES IN SELECTED ATHLETICS CAMPS IN KENYA

Abstract

This study examined the effect of personal, media, digital, and corporate branding strategies on the marketability of track and field athletes in selected Kenyan athletics camps, addressing their failure to benefit from effective branding despite exemplary global performance. Guided by the Athlete Brand Image theory, supported by the Social Exchange and Excellence theories, the descriptive research design targeted 1013 athletes across five North Rift camps. Data were collected from a sample of 287 athletes plus 10 coaches and managers (n=297) via questionnaires and interviews, achieving a sufficient 71% response rate. Data analysis established that all four branding strategies significantly impact marketability. Media branding demonstrated the most substantial effect, followed by corporate branding. Personal and digital branding also showed significant correlations. The study concluded that media branding is pivotal for enhancing visibility, reputation, and sponsor interest. The study recommended that athletes should focus on building an authentic personal brand by actively engaging fans through storytelling and social media. Critically, athletes should strategically use media platforms, like Instagram and Twitter, to boost visibility and reputation, and should leverage digital engagement platforms and influencer marketing to attract sponsors and enhance visibility. Developing robust corporate partnerships and sponsorships is also essential. Future studies should focus on comparative analyses of branding effectiveness between different athletic hubs in Kenya.