This paper examines how professional athletes can optimize commercial revenues from endorsement and sponsorship agreements throughout their careers. We use athlete brand management, defined as the balancing of brand building and brand selling activities, to understand the dynamics of commercial...

The purpose of this paper is to understand and explain why some professional sports organizations outsource their sponsorship-related activities to sports marketing agencies whereas others purposely retain these activities in-house. The paper applies the Resource-Based View (RBV) and Transaction...