Global Brand Building from a Small Football Nation: A content analysis of Dominik Szoboszlai’s personal brand

Hadobás Olivér András (2025) Global Brand Building from a Small Football Nation: A content analysis of Dominik Szoboszlai’s personal brand. Nemzetközi Gazdálkodás Kar (2025-)-.

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Absztrakt (kivonat)

This dissertation examines the alignment between a professional footballer’s personal brand image and their commercial and sponsorship activities, using Dominik Szoboszlai, captain of the Hungarian national team and a player for Liverpool FC, as an example for a comprehensive content analysis. While the literature on athlete branding generally focuses on global icons from dominant football nations, limited attention has been given to branding strategies in smaller or emerging football markets. To address this gap, the study employs the Model of Athlete Brand Image (MABI) and adopts a qualitative approach that combines content analysis with semi-structured interviews. The findings reveal that Szoboszlai’s core brand attributes - elite performance, visual appeal, and a marketable lifestyle - closely align with his key partnerships, particularly with Red Bull and Telekom. However, challenges remain in maintaining consistent strategic messaging and brand narrative control, especially within Hungary’s limited media infrastructure and linguistic reach. The research contributes to athlete branding literature by providing insights into how authenticity, market constraints, and strategic planning influence personal brand development beyond major football economies.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Nemzetközi Gazdálkodás Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdaság és gazdálkodás (angol)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	athlete branding, branding, ernational business, global brand management, sports business
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:45
Utolsó módosítás:	2026. Júl. 09. 11:45

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