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

Abstract

ABSTRACT Research question The 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 findings We 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. Implications This 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.