Abstract
Previous research has examined how athletes present themselves on social media, and the role that athletes play in sponsorships and endorsements. The current investigation, though, evaluates how athletes present themselves, their personal brand, and the brands they work with by looking at logo usage specifically. A content analysis of 35 professional disc golf athletes’ Instagram accounts before and after the start of the 2023 season was performed. The 494 posts (n = 1,396) were categorized by the type of self-presentation, and the utilization of logos within the images. Results indicated that logo usage was largely the same between athletes in two different gender-based divisions, and that endorser, sponsor, and athlete logos were utilized more often when individuals presented themselves as an athlete. Additionally, endorser logos were most frequently utilized in athlete Instagram posts. Implications for niche sport athletes and their brands are discussed.
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