Beautiful Black British brand: exploring intersectionality of race, gender, and self-branding of Black British sportswomen

Abstract

Research question: The study examines the intersectionality of race and gender and its impact on self-branding of Black British sportswomen. Research methods: : Data from semi-structured interviews with 18 Black British sportswomen were thematically analysed to identify key strategies they adopt in building and managing their brand. Results and findings: We found that Black British sportswomen employ five different strategies to build and manage their brand: (1) being exceptional, (2) seeking partnerships, (3) remaining themselves, (4) communicating their experience, and (5) thinking beyond the sport. Implications: This study provides insights into the intersectionality of gender and race in sports and offers practical implications on building a brand for sportswomen, sports management agencies working with diverse talents and governing bodies assisting Black sportswomen in creating and building their brands.