International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Athlete Mental Health and Its Influence on Endorsement Deals and Marketability

Author(s) Agastya Yadav
Country India
Abstract The interplay between mental health and the marketability of athletes forms a critical axis in modern sports dynamics. This paper examines the profound influence of mental well-being on athletes' performance, endorsements, and brand value. Factors such as social media scrutiny, pressure to maintain a personal brand, and mental health challenges—ranging from anxiety and depression to burnout—are analyzed alongside their implications for athletic performance and marketability. Through case studies of prominent athletes like Dele Alli, Giannis Antetokounmpo, and Simone Biles, the research highlights both the detrimental and transformative impacts of mental health on career trajectories. The paper also explores strategies for stakeholders, including brands and teams, to address mental health issues proactively, fostering resilience and authentic engagement. By prioritizing mental health, the sports industry can ensure sustainable success for athletes and elevate brand narratives in a socially conscious era.
Keywords athlete mental health, endorsements, marketability, social media pressure, performance anxiety, resilience, sports branding, stakeholder strategies.
Field Mathematics > Economy / Commerce
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-01-17
Cite This Athlete Mental Health and Its Influence on Endorsement Deals and Marketability - Agastya Yadav - IJFMR Volume 7, Issue 1, January-February 2025. DOI 10.36948/ijfmr.2025.v07i01.33022
DOI https://doi.org/10.36948/ijfmr.2025.v07i01.33022
Short DOI https://doi.org/g82hp5
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