Branding athletes: Exploration and conceptualization of athlete brand image

•The current issues of athlete brand management are discussed.•The study provides a theoretical understanding of athlete brand image.•A conceptual model of athlete brand image (MABI) is developed.•The model identifies key dimensions of athlete brand image.

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete's on-field characteristics, attractive external appearance, and off-field marketable attributes. This study contributes to the sport branding literature by providing the first comprehensive conceptual framework of athlete brand image and offering managerial implications for building and managing the brand image of individual athletes.