摘要：The subject of this paper is the influence of social networks on the personal branding of athletes. The goal is to point out the importance of social networks in the process of personal branding of athletes. A responsible personality marketing management enables athletes to continue their successful careers even after the end of their engagement in sport. Social networks have an increasingly important role in this because they are also a measure of the influence of athletes, which can be quantified by the number of followers on social networks such as Facebook, Twitter, Instagram, etc. Some athletes earn more from their sponsorship agreements and activities on social network sin which they promote a certain brand than from professional contracts and salaries in their clubs. In the context of the topic of this paper, social networks can be viewed in two ways, as a means of improving the image of athletes, and as a tool that athletes use to promote brands. In the first case, the basic outcome is their higher commercial value, while in the second, the commercial effects are reflected in the earnings from brand promotion. This paper shows the connection between social networks, famous athletes, marketing tools applied in personal branding and commercial effects on that basis. The basic assumption that the commercial effects of personal branding of athletes can be successfully realized in the environment of social networks is confirmed.
