Athletes, branding and business: the role of social responsibility in shaping startup success

Startups have become a cornerstone of modern economies, driving innovation, job creation and growth. Their ability to innovate quickly and adapt to market changes makes them more agile than traditional companies. Yet, despite their potential, many startups fail early due to limited resources, weak market positioning or a lack of trust from customers and investors.Entrepreneurial activity is rising in emerging economies such as Iran, so understanding what makes startups succeed has become even more important. This has led researchers to examine less traditional success factors including personal branding and corporate social responsibility (CSR).Personal branding refers to the image, reputation and perceptions associated with an individual. But in today’s digital and media-driven world, it is no longer limited to celebrities. Professionals across diverse industries exploit personal branding to:For professional athletes, personal branding carries particular weight. Sports stars are not only competitors. They are also public figures and influencers. Furthermore, an increasing number are becoming entrepreneurs too. Their names, personalities and achievements function as brands able to influence consumer behavior and attract sponsorships, partnerships and business opportunities.Globally recognized athletes such as footballers and Olympians have demonstrated how strong personal brands can translate into commercial success. Yet, sporting careers are often short. Many athletes retire in their 40s, leaving decades of working life ahead. This often prompts a transition into business ventures.This shift is not always smooth, though. Retired athletes can face identity loss, financial uncertainty and difficulty establishing credibility outside sport. Personal branding is often seen as a tool to bridge this gap. However, its effectiveness is more complex than it appears.At first glance, it seems a no-brainer for startups to forge links with a well-known athlete. They can address their challenges and enjoy a shortcut to success. A strong personal brand can draw attention, generate publicity and create an instant customer base. Research has long suggested that such visibility can boost marketing efforts and investor confidence.For sure, a well-known name can open doors. But it can also attract skepticism. Consumers may admire an athlete’s sporting achievements but question their business expertise. When audiences see someone primarily as an athlete, they may struggle to view them as a credible entrepreneur. This disconnect can weaken trust, which is a vital ingredient for any new enterprise. The palpable danger is that athlete partnerships can prove to be liabilities rather than assets.In addition, there are reputational risks. Injuries, poor performance or personal controversies have been known to quickly damage an athlete’s image. And in an era of constant media exposure, even minor missteps can ripple across their business ventures. Evidence also points to the risk of expanding into too many schemes. If the personal brand is diluted, it might be perceived as unfocused or inauthentic.CSR refers to a company’s commitment to ethical practices, social impact and environmental responsibility. It includes everything from charitable work and community engagement to fair labor practices and sustainability efforts.For startups, CSR is not just a moral obligation. It functions as a strategic tool as well. Businesses that demonstrate social responsibility often gain higher levels of trust and support from consumers, stronger customer loyalty and better long-term performance.Where athletes are concerned, CSR often takes the form of philanthropy. This typically involves supporting charities, promoting social causes or engaging with communities. Such actions help enhance public perception by portraying athletes as responsible and socially conscious individuals.To further explore these issues in the Iranian context, Farokhi et al. (2026) presented a research-based questionnaire to a sample containing business owners, marketing and sports startups and university faculty members with professional involvement in the field. The study yielded a total of 71 completed questionnaires.Analysis of responses revealed that an athlete’s personal brand does not directly guarantee startup success. Findings confirmed that the relationship may even be negative in certain cases. It is seemingly all down to perception. Athletes are routinely admired for their sporting achievements. However, people often question their expertise when it comes to business.What is termed a “credibility gap” can create tension, the study reveals. Consumers may struggle to reconcile an athlete’s public image with the demands of entrepreneurship. Such reservations are often more pronounced in industries requiring technical knowledge or managerial skill.But the story changes considerably when CSR enters the fray. Athletes who actively engage in social responsibility can transform their personal brands into powerful business assets. In this instance, CSR clearly acts as a mediator. It helps the brand to strengthen its reputation, build emotional connections with audiences and increase trust.Based on this evidence, the indirect pathway has a much greater impact than relying on fame alone. Rather than influencing business outcomes directly, an athlete’s brand becomes considerably more effective when it is tied to meaningful social responsibility initiatives.An added bonus is the fact that this dynamic also attracts investors. A strong CSR profile signals stability, ethical conduct and long-term vision. Few would argue that such qualities are especially valuable in the uncertain world of startups.These findings send a clear message to entrepreneurs that social responsibility should not be an afterthought. Instead, they must ensure that CSR is incorporated into their core strategy. Doing so can help strengthen their competitive position, attract customers and build long-term sustainability.For athletes, the takeaway is more nuanced. Fame on its own is clearly not enough. To succeed in business, athletes must carefully manage their personal brands, align them with their ventures and demonstrate genuine commitment to social causes. This requires them to:Startups partnering with athletes should also proceed strategically. In this regard, it is crucial to select individuals with strong reputations and ensure a fit between the athlete’s image and the company’s mission and values.It goes without saying that risk management is essential. Contracts and partnerships should therefore:Beyond individual businesses, the relationship between athlete branding, CSR and startups has wider social implications. In countries like Iran, the role of athletes in society is particularly significant. Many well-known sports figures actively support charities and social causes, gaining widespread public respect. Their involvement in CSR initiatives benefits communities and can help drive economic development and boost confidence in both the business and sports sectors.Policymakers may also benefit from these findings. For instance, supporting training programs that equip athletes with entrepreneurial and CSR knowledge could help create a new generation of socially responsible business leaders.While the research from Farokhi et al. (2026) offers valuable insights, it also highlights the need for further work. Cultural differences, industry variations and individual athlete characteristics can all influence outcomes. Future studies could explore how gender, sport type or social background shape personal branding effectiveness. Another option is to examine how different audiences respond to athlete-led businesses.This review is based on “The role of personal brand of professional athletes in startup success through corporate social responsibility (CSR)” by Neda Farokhi, Farnaz Fakhri and Zeinab Mondalizadeh, published in the Sport, Business and Management: An International Journal.Retired athletes can face identity loss, financial uncertainty and difficulty establishing credibility outside sport.The palpable danger is that athlete partnerships can prove to be liabilities rather than assets.Such reservations are often more pronounced in industries requiring technical knowledge or managerial skill.