An examination of star players' effects on the branding process of professional sports teams

Although various models and real-life examples seem to convey its presence, the relationship between star players and the branding process of professional sports teams is one that remains rather vague and unquantified. Though numerous examples seem to suggest that star players are capable of exerting an effect on a team's brand, more thorough analysis is required in order to decipher which areas of a brand's development are more or less affected by these marquee athletes. Taking responses from survey questionnaires containing 40 items pertinent to the topic, this study deployed Exploratory Factor Analysis (EFA) to uncover six underlying factors that could be identified as various areas of the branding process. Accompanied by an additional analysis seeking to clarify the essence of an athletic superstar, the insight gathered from these examinations is intended help teams interpret which areas of brand development are more or less affected by true star players.