The role of athlete brands for the international marketing of professional sports leagues: a case study of the German Bundesliga in Asia

Purpose This study investigates the role of athlete brands for the international marketing of professional sports leagues by examining how athlete brands contribute to initiatives of football leagues. Design/methodology/approach Through a single case study of the German Bundesliga underpinned by 17 semi-structured interviews with league, club and media executives, we identify specific brand co-creation opportunities of athlete brands and the sports league brand. Findings Our findings reveal that athlete brands play a significant role in enhancing league visibility, engaging global audiences and unlocking new markets. Moreover, we identify specific opportunities for co-creating league brand meaning through strategic partnerships and athlete endorsements. Originality/value This research contributes to the literature by highlighting the importance of athlete brands in sports league marketing and offering insights for practitioners on innovative marketing strategies. Using a multi-actor perspective, this study provides valuable insights by revealing how sports leagues can pursue innovative marketing strategies by considering the role of athlete brands, thereby offering new ways for fans and sponsors to engage with the sports league.