Self-Branding through NFL Team Fanship: Fans’ Desired Self-Image and Its Implications for Branding Practices

The rapid development of media technology has largely expanded individuals’ social network and empowered them to engage in self-branding activities at an unprecedented pace and level, in which each individual treats himself/herself as a brand and markets it to interested audiences in his/her social network (Marwick, 2010; Rampersad, 2008). Similar to the general brand, one’s self-brand is a cultural and ideological object that reflects cultural rituals and social dynamics. A thorough exploration of fans’ desired self-image, in conjunction with selfbranding behavior, could help sport teams, corporate sponsors, and athletes understand their fans and further frame the match-up effect through branding practices.