When the COVID-19 pandemic shut down most major  sporting events, professional athletes found themselves without a clear path to continue growing their brands and careers. 

Nataliya Bredikhina (PhD candidate) and her co-authors Katie Sveinson and Thilo Kunkel found that many athletes responded to this career interruption by adjusting their personal brands. The researchers found that many athletes were able to expand their personal branding by connecting with fans via social media to share personal experiences, explore new hobbies and provide guidance on pandemic safety.

Bredikhina advises athletes to continue to build on personal branding outside of the field to develop strong connections with fans and branding that endures in times of crisis.