Modern Economics & Management Forum

This paper aims to explore the role and strategies of sports agents in shaping athletes' personal brands. With the rapid development of the sports industry, the value of athletes' personal brands has become increasingly prominent, serving as a key factor in enhancing their market competitiveness and commercial potential. By analyzing aspects such as brand influence expansion, the necessity and significance of brand building, brand and personal marketing, brand image classification, brand value creation, brand building strategies, and the impact of social media, this paper elaborates on how sports agents utilize professional knowledge and strategic means to help athletes construct and strengthen their personal brands. Through analysis and theoretical discussion, this paper provides practical guidance and suggestions for sports agents, with the goal of maximizing athletes' brand value in the fiercely competitive sports market.