Beautiful Black British brand: exploring intersectionality of race, gender, and self-branding of Black British sportswomen

The study examines the intersectionality of race and gender and its impact on self-branding of Black British sportswomen. : Data from semi-structured interviews with 18 Black British sportswomen were thematically analysed to identify key strategies they adopt in building and managing their brand. We...

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Bibliographic Details
Published inEuropean sport management quarterly Vol. 23; no. 6; pp. 1708 - 1731
Main Authors Mogaji, Emmanuel, Nguyen, Nguyen Phong
Format Journal Article
LanguageEnglish
Published Routledge 02.11.2023
Subjects
Black sportswomen
human brand pyramid
individual-level branding
intersectionality theory
social media
sports brand
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Summary:The study examines the intersectionality of race and gender and its impact on self-branding of Black British sportswomen. : Data from semi-structured interviews with 18 Black British sportswomen were thematically analysed to identify key strategies they adopt in building and managing their brand. We found that Black British sportswomen employ five different strategies to build and manage their brand: (1) being exceptional, (2) seeking partnerships, (3) remaining themselves, (4) communicating their experience, and (5) thinking beyond the sport. This study provides insights into the intersectionality of gender and race in sports and offers practical implications on building a brand for sportswomen, sports management agencies working with diverse talents and governing bodies assisting Black sportswomen in creating and building their brands.
ISSN:1618-4742
1746-031X
DOI:10.1080/16184742.2023.2257229