A case study of Marcus Rashford: the people's champion, a "national treasure," and an inspirational personal brand

John Vincent*, John Harris, John Hill, Melvin Lewis

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

This case study examined the English soccer player Marcus Rashford’s personal brand and illustrates the transformational difference celebrity athletes can make through social activism and advocacy for philanthropic causes through their skillful use of social media. It employed a textual analysis methodology and drew conceptual insights from the revised Model of Athlete Brand Image to chronicle how Rashford’s social activism and philanthropy resonated with his fans, followers, and the public on social media. His authentic social activism and philanthropic advocacy for disadvantaged and vulnerable children gave the nation a “feel-good” story during the COVID-19 crisis and enhanced his personal brand image. This case study recommends that future analyses of celebrity athlete personal brands should consider including three new categories in the marketable life section of the revised Model of Athlete Brand Image: social activism, cobranding partnerships, and awards and honors.
Original languageEnglish
Number of pages13
JournalInternational Journal of Sport Communication
Early online date4 Apr 2024
DOIs
Publication statusE-pub ahead of print - 4 Apr 2024

Fingerprint

Dive into the research topics of 'A case study of Marcus Rashford: the people's champion, a "national treasure," and an inspirational personal brand'. Together they form a unique fingerprint.

Cite this