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The study aims to explore agents’ motives and strategies in presenting elite athletes with disabilities (EAwD). Utilising a phenomenological qualitative approach and guided by the Model of Athlete Brand Image (MABI), six semi-structured interviews were conducted with agents of elite disability sport athletes from the United States, Canada, and Ireland. Data analysis was through both deductive and inductive coding allowing themes to emerge from the data as well as through the initial codes identified from the framework. Our findings indicated that agents are motivated by the business opportunity, marketability of the athlete, and their personal mission. They utilise storytelling, social media, and advocacy as strategies to market their athletes. Agents value the marketable lifestyle (e.g. life story) as the most salient dimension in building athlete brand image. Additionally, social media was seen as a critical tool to elevate athlete brand. Findings show positive environments in elite athletes with disabilities branding with need to combat barriers that long existed in disability sport marketing. Our study applied the MABI framework to disability sport and extended the literature on athlete branding. We proposed modifications to the model and provided practical strategies for stakeholders to build and improve the marketability of EAwD.

Elite athletes with disabilities marketability and branding strategies: professional agents’ perspectives