The current model of management of the Personal Sports Brand (in Spanish MPD) is based on obtaining short-term results, on sports success but it gives little importance to academic education and lacks an explicit methodology, says Francisco Javier Zamora Saborit in the conclusions of the thesis "Management of Personal Sports Brand, towards the professionalization of a sector of the future."
The field of study encompasses 84 professionals with profiles related to the management of MPD. Initial research findings indicate that under the shadow of the great Spanish sportspeople, hides a silent majority with little media or social recognition, despite their sports achievements. On the other hand, the precarious situation in which some athletes live, the cannibalization of football towards the rest of sports in Spain, the lack of subsidies or loss of sponsors, highlight the need for creating a work methodology to help athletes to create and enhance their Personal Sports Brand.
Javier Zamora shows in his thesis that athletes who work their MPD are more prepared to face life during and after his sports career. This is why he emphasizes the role of managers: "With a professional and strategic approach, based on short, medium and specially on long term, the manager will train and motivate the athletes to acquire the necessary skills that will make them grow," states the new PhD. who also emphasizes the importance of joint work of athletes and managers to achieve athletes' professional opportunities after retirement.
An essential point, that Zamora develops in his thesis, is the democratization of MPD thanks to social networks. The current consumption of sports information through the new media networks opens a window of opportunities to communicate sports achievements, to connect with the audience and to create opportunities for sponsors. Also, this environment is also very useful to prevent or respond to crises.
For an effective management of these tools and getting good results, it is essential the implementation of an MPD strategic plan run by a professional. "For setting the objectives of this plan, must be taken into account the professional, personal, academic, social, media and economic value of each athlete," stated Zamora. These six values detected in the research will help to consolidate the Personal Brand beyond the sports success or the media interest.
The thesis "Management of Personal Sports Brand, towards the professionalization of a sector of the future," defended by Francisco Javier Zamora Saborit in early January 2015 and directed by Rocío Blay Arráez and Guillermo Sanahuja Peris of the Department of Communication Sciences at the UJI, has earned a grade of summa cum laude.
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