Many athletes are well-known for their philanthropic contributions to their community, such as through fundraising and raising awareness for important causes. Yet, less is known about how these athletes may be able to leverage their charitable actions to develop personal brands.

Thilo Kunkel and colleagues’ research demonstrates how promoting charitable actions on social media influences consumer perceptions of athletes and contributes to brand development. Specifically, fans saw philanthropic athletes as positive role models, placing increasing significance on the quality of their character and feeling strengthened personal connections with them.

This form of strategic marketing can help to maximize the earning potential of popular athletes, and also reposition the brand of athletes who may be struggling with a negative image.