Winning with Data and the Athlete Brand
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- ISBN 9781041207962
- Weight: 540g
- Dimensions: 156 x 234mm
- Publication Date: 13 Apr 2026
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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Professional athletes are more than performers – they are sports brands, and data is the key that will identify, optimise, measure and predict their value.
In the multi-billion-dollar sports industry, why do just 5% of professional athletes successfully transform their talent into enduring brands? For business leaders navigating the intersection of sports, marketing and technology, this essential guide reveals how the emotional connections athletes create – memories that last decades beyond their final performances – represents vastly untapped commercial potential. While icons like Beckham, Jordan and Serena Williams have mastered this transition, over 95% of the world's 400,000 professional athletes fail to capitalise on their brand value. At the heart of this transformation lies data – the critical element that will enable the next generation of athletes and their representatives to secure sustainable futures commensurate with their extraordinary dedication and sacrifice. The book offers a comprehensive framework for:
- Quantifying and monetising an athlete's emotional impact on audiences.
- Extending career value far beyond the typically brief window of peak performance.
- Leveraging data analytics to identify, build and optimise athlete brand potential.
For sports executives, marketers, agents and forward-thinking business leaders, this book provides the strategic blueprint for revolutionising how we value, develop and maximise the full potential of athletic talent in today's data-driven marketplace.
Fiona Green has operated in the professional sports industry for over 38 years, representing sports rights owners around the world and at both global and national levels. She is considered a thought leader in the sports industry in areas such as data management and analysis, data legislation, fan engagement, business transformation and the digital ecosystem.
