Proceedings of the International scientific and practical conference “Integrative science, technology and cultural development” (November 10-12, 2025) / Publisher website: www.naukainfo.com. – Barcelona, Spain, 2025. - 141 p.

64 PHYSICAL EDUCATION, SPORTS AND PHYSICAL THERAPY UDC 796.412:659.127:316.77 Olha Kvach Master‟s degree Nika Rhythmic Gymnastics LLC Owner - Head Coach https://orcid.org/0009-0000-5252-7099 PERSONAL BRANDING IN RHYTHMIC GYMNASTICS AS A TOOL FOR THE PROFESSIONAL PROMOTION OF AN ATHLETE: STRATEGIES, MECHANISMS, AND SOCIAL COMMUNICATIONS Abstract: The article explores the phenomenon of personal branding among athletes as a key tool for professional advancement and commercial realization in the context of digital communication. The mechanisms of forming an individual sports brand through social media, digital marketing, and strategic communications are revealed. Modern approaches to developing a sports image, increasing recognizability, and engaging audiences are analyzed - all of which provide athletes with additional sources of income and long-term media presence. Special attention is paid to the role of social platforms in the commercialization of sports capital and the formation of an athlete‟s market value, particularly through specific examples of well-known athletes. The study also traces the relationship between athletes‟ personal branding and the formation of motivation for sports participation among children of primary school age. Based on the author‟s previous pedagogical research, the educational and upbringing potential of sports media representation is characterized - as a factor that