The Evolution of athlete branding as perceived by French practitioners from generation X,Y and Z

Abstract

The athlete branding evolution among the French athletes and marketing professionals from generation X, Y, and Z was the focus of this research study. Semi-structured interviews and thematic analysis were used to highlight important generational differences. Generation Z focuses on authenticity, personal values, and social media engagement to connect with audiences directly. Conversely, Generation X emphasizes professionalism, stability, and long-term partnerships in honoring their own career accomplishments and traditions in their sport. Generation Y sits in the middle, advocating visibility, innovative storytelling, and multi-channel campaigns maintaining a delicate balance between brashness and authenticity. The findings also highlight how cultural and technological paradigm shifts influence branding practices and underlying technologies, showcasing how each generation's distinct preferences and tastes affect the ath- lete-brand nexus. Hence, in terms of managerial implications, this study contributes important suggestions for marketers on planning athlete collaborations to drive consumer engagement and brand loyalty strategi- cally in sync with generational values and expectations.