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.

65 promotes the development of positive attitudes, interest, and lasting motivation for engaging in rhythmic gymnastics. The results confirm that personal branding in the sports sphere is a multidimensional process that combines digital communications, marketing strategies, and socio-pedagogical factors, and its effectiveness determines both the professional development of the athlete and the popularization of the corresponding sport among young people. Keywords: personal branding of the athlete, rhythmic gymnastics, sports marketing, social communications, athlete‟s image, promotion strategy, public image, social networks, digital media space, fan audience, sports image management, individual identity, communication mechanisms. Social networks have fundamentally changed the way information is distributed and have created new opportunities for sports marketing and personal branding of athletes. This article examines examples of using social media to shape athletes‟ public image, increase recognizability, and engage fan audiences. Rhythmic gymnastics demonstrates a combination of a high level of technical preparation, movement complexity, aesthetics, and expressiveness, which makes this sport especially attractive for digital content. Ukrainian gymnasts, known for their creativity, grace, and emotionality, actively use social platforms to promote their style, national school, and athletic achievements. The American system of rhythmic gymnastics, in turn, is distinguished by strong marketing support, the development of individual sports brands, and the use of communication strategies aimed at monetizing publicity, building media partnerships, and attracting sponsors. Thus, digital platforms become a key tool for the professional promotion of gymnasts in both countries, contributing to the growth of their recognizability and competitiveness at the international level. The phenomenon of an athlete‟s personal branding is considered in modern research as a multi-component socio-communicative process aimed at forming a unique image of the athlete that distinguishes them from competitors and increases