PERSONAL BRANDING IN SPORTS: RAFA NADAL CASE STUDY

Abstract

The relevance of personal branding today is fundamental for everything, including athletes, since its reach and impact go beyond the sports field. We have always heard that "the values that sport transmits..." But what about what can an athlete, a person of flesh and blood transmit with his way of playing, of treating the opponent and his fans? Achieving this is thanks to a strong and authentic personal brand. The case of Rafael Nadal is a perfect example of how an athlete can establish and strengthen a solid and unique personal brand. In addition to his extraordinary sporting achievements, Nadal has managed to show an image that conveys not only his skill in the sport, but also qualities such as sacrifice, honesty and dedication. "A boy from Mallorca", this is how he began his professional career and continues to be today. A multitude of followers around the world admire him and have him as a reference. And yes, Rafa is a crack, but achieving such an incredible image for the world takes a lot of work behind personal branding to be able to forge a personal brand of this magnitude.