When the Face of the Ad Is Bigger than the Brand: How Zlatan Ibrahimović Redefined Advertising with Athletes

Papp-Váry, Árpád Ferenc (2025) When the Face of the Ad Is Bigger than the Brand: How Zlatan Ibrahimović Redefined Advertising with Athletes. ADMINISTRATIVE SCIENCES, 15 (4). ISSN 2076-3387

Text admsci-15-00136.pdf Download (439kB)

Abstract

Athletes today are no longer defined solely by their performance on the pitch; they have evolved into powerful personal brands that shape advertising narratives and influence consumer behavior globally. Their charisma, public personas, and ability to engage with audiences often make them as marketable as traditional celebrities. This research investigates the phenomenon of athlete branding, focusing on the intersection of personal identity and commercial partnerships. A prime example of this evolution is Zlatan Ibrahimović, whose outspoken, rebellious personality, humor, and confidence have allowed him to transcend the typical boundaries of sports endorsements. Applying the Model of Athlete Brand Image (MABI) framework, this study explores how Ibrahimović’s unique persona dominates advertising campaigns, often taking center stage alongside the brands he represents. Through a content analysis of commercials, the research highlights how Ibrahimović’s personal brand drives engagement and resonates with consumers, offering insights into the growing significance of authenticity and individuality in advertising with athletes. Ibrahimović’s case exemplifies how modern sports figures extend beyond the realm of athletics, becoming influential cultural icons and redefining the dynamics of brand partnerships.

Tudományterület / tudományág

social sciences > media- and communication studies

Faculty

Not relevant

Institution

Soproni Egyetem

Item Type:	Article
SWORD Depositor:	Teszt Sword
Depositing User:	Csaba Horváth
Identification Number:	MTMT:36078339
Date Deposited:	15 May 2025 10:05
Last Modified:	15 May 2025 10:05
URI:	http://publicatio.uni-sopron.hu/id/eprint/3622

Actions (login required)

View Item