Research on the Path of Monetizing the Commercial Value of Sports Stars

Abstract

As one of the hotspots of attention in today’s society, sports stars have been the subject of multiple studies by scholars on their commercial value. However, there is a lack of explanation and organization regarding the process of how the commercial value of sports stars is converted into final income. Therefore, this article will investigate the pathways for the monetization of sports stars’ commercial value. The research method of this paper is to review and analyze the literature. The study finds that, firstly, “commercial endorsement” and “commercial activities” are suitable for sports stars to monetize their commercial value in the short term. Secondly, “IP operation” can help sports stars achieve flexible operation and maintain initiative in the process of monetizing their commercial value, while yielding higher and more sustainable final returns. Furthermore, “IP operation” is the more important pathway. Based on the research results, the author suggests that sports stars should choose the appropriate pathway for monetizing their commercial value according to their own needs; in addition, sports stars should pay attention to the operation of their personal IP.