Beautiful Black British brand: exploring intersectionality of race, gender, and self-branding of Black British sportswomen

Research questionThe study examines the intersectionality of race and gender and its impact on self-branding of Black British sportswomen.Research methods: Data from semi-structured interviews with 18 Black British sportswomen were thematically analysed to identify key strategies they adopt in building and managing their brand.Results and findingsWe found that Black British sportswomen employ five different strategies to build and manage their brand: (1) being exceptional, (2) seeking partnerships, (3) remaining themselves, (4) communicating their experience, and (5) thinking beyond the sport.ImplicationsThis study provides insights into the intersectionality of gender and race in sports and offers practical implications on building a brand for sportswomen, sports management agencies working with diverse talents and governing bodies assisting Black sportswomen in creating and building their brands.

Automated summary

This study examines the intersectionality of race and gender on the self-branding of Black British sportswomen and identifies five strategies they adopt in building and managing their brand.