Athlete apparel: the impact of team brand awareness and apparel brand awareness on athletes' brands, logos, and merchandise

Abstract

Purpose

Branded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement deals with apparel manufacturers have historically been utilized for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand has become worthy of analysis. Therefore, this study aimed to investigate the influence that cobranded merchandise has on consumers when the athlete logo is displayed next to another team or manufacturer logo.

Design/methodology/approach

Using an online panel and survey, a final sample of 127 participants completed a questionnaire to examine their attitudes towards various athlete brand elements. ANCOVA's and MANCOVA's were utilized to assess significant findings, holding the variable of identification constant.

Findings

The results revealed that only the perceptions of merchandise quality significantly varied between an athlete brand and an apparel manufacturer (i.e. Nike) co-brand. The findings indicate that athletes should look to co-brand with high brand awareness manufacturers, and that there is no significant difference between consumers' perceptions of athlete brands when co-branding with team brands.

Originality/value

This is one of the first studies to evaluate the relationship between the athlete brand and external entities from a consumer perspective.

Citation

Williams, A. and Pedersen, Z.P. (2023), "Athlete apparel: the impact of team brand awareness and apparel brand awareness on athletes' brands, logos, and merchandise", Sport, Business and Management, Vol. 13 No. 5, pp. 582-600. https://doi.org/10.1108/SBM-06-2022-0059