The role of personal brand of professional athletes in startup success through corporate social responsibility (CSR)

Purpose To our knowledge, few studies have so far explored the impact of personal branding and Corporate Social Responsibility (CSR) on startup success. This paper examines the role of professional athletes’ personal brands in startup success through CSR. Design/methodology/approach One research-based questionnaire and two structured questionnaires were distributed among business-owner, professional athletes, and faculty members involved in sports marketing and startups. Structural Equation Modeling was applied to validate the obtained results. Findings The findings suggest that the personal brands of professional athletes can positively influence startup success through CSR initiatives (t: 9.13, β: 0.76). Originality/value Embracing individual responsibilities toward society is an indication of integrity and intellectual maturity. Additionally, fulfillment of these responsibilities helps famous startup-owner athletes to increase their social image and popularity. Thus, implementing CSR through the influential brands of professional athletes is a powerful driver of startup success. Moreover, combining personal branding with CSR can create valuable opportunities for startups.