Abstract
As athletes enter a new chapter in their lives retiring from their sport, the challenge of upholding and enhancing personal brands arises. There has been extensive research on athlete brand building via social media; however, there have been few studies analyzing how athletes build their own brands and brand extensions postcareer, particularly former National Football League (NFL) players. Sixteen retired NFL athletes were examined using Goffman’s theory of self-presentation to determine strategies used for building personal brand extensions and obtaining follower engagement via Instagram. Through a content analysis, a total of 2,933 Instagram posts were analyzed, and the findings from this study revealed that former NFL players with fewer followers received higher engagement rates, and retired NFL players made more backstage type of posts on personal pages compared with front-stage posts. Implications, recommendations, and future research suggestions also are discussed within the paper.
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