Quirin,

A former colleague of mine told me about a athlete branding strategy that was developed during his time at Chicago Booth School of Business. For the former NBA player Yao Ming. Which we thought back then, was the first such strategy to attempt the branding of an athlete.

To learn more I would contact Prof. John Huizinga at Chicago Booth. Professor Huizinga, as he was Yao Ming's former Agent. 

I hope this helps.

Rich

Hello,

I hope you are well. This is an interesting element of the branding and celebrity endorsement.

We have completed some studies of image transfer effects in sponsorship. This has been at a number of levels.

You might want to look at these publications in my listing..

best regards

brad.