How to build a personal brand in the niche sport big wave surfing - an analysis of Sebastian Steudtner

Abstract

This paper examines the personal branding of Big Wave Surfer Sebastian Steudtner. It addresses the challenge of developing a strong brand for an athlete in a niche sport. It draws on data derived from focus groups, interviews with business partners, and the athlete himself. The results revealed allow the athlete to sharpen his brand identity. They underline the importance of closing the gap between self-perception and fan-perception and suggest further research on him as a brand. Especially in niche sports, a strong branding strategy is necessary to attract suitable sponsors to fund a professional athlete’s operations.