Purpose With esports debuting as a medal event in international multi-sport competitions, the personal branding strategies of esports athletes remain underexamined despite the industry’s rapid expansion. This study addresses this gap by exploring how esports athlete brands evolve when they are perceived as national symbols on the global stage. Design/methodology/approach This study adopts an interpretivist and constructivist paradigm, employing a multi-method approach that integrates netnographic observation, semiotic analysis of social media posts and 22 semi-structured interviews. This combination of methods enables a comprehensive examination of how athletes’ social media posts, media narratives and fan-generated content collectively shape their brand images of esports athletes. Findings The findings reveal that national identity shapes esports athletes’ branding in international events, extending beyond national representation to broader cultural and social dynamics shaped by hyperconnectivity. Fans align with state-regulated agenda-setting for player opportunities while fearing esports’ mainstreaming, which diminishes personal expression and erodes subcultural distinctiveness. Research limitations/implications Esports athletes can elevate their marketability by integrating national identity, fan culture and cross-sport collaborations, but their brand narratives are often shaped by state regulations and cultural expectations. Maintaining authenticity under such constraints requires institutional support, strategic content planning and a nuanced understanding of how to balance individual identity with broader expectations of national representation. Originality/value This study is one of the first to explore the personal branding process of esports athletes and fans’ behaviour in international multi-sport events. It informs esports athletes, state governments and agencies on strategies for enhancing the marketability of esports athletes.
Su et al. (2025) studied this question.