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With the development of sports, the commercialization model of players is becoming more and more mature. The rise of commercialization has become a prominent trend in the field of contemporary sports, which has a far-reaching impact on athletes and the wider sports industry. Commercial development has a significant impact, not only expanding the sports audience, but also reshaping the role of athletes and the financial structure of the sports sector. This paper studies the means of commercial value development of top sports players, based on the case analysis of NBA players, using case analysis method, literature review method and other methods, taking the famous NBA star Curry, the spokesman of Under Armour, and the basketball legend Jordan as examples, to explore the commercial value of top players behind them. Through the study of the means of personal brand building and maintenance, social media marketing and fan interaction, sponsorship and endorsement, the economic principles behind it and the operation mode of NBA business alliance are summarized, and the conclusion is drawn.
Chen Li (Tue,) studied this question.
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