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.

67 Discourse analysis of communication messages, visual content, and public narratives made it possible to identify semantic accents, figurative dominants, and communication patterns used by athletes to form their public image. The use of media monitoring elements provided the opportunity to assess audience interaction with the content based on quantitative and qualitative indicators (comments, reach, tone of feedback, frequency of media mentions). The systemic-structural approach made it possible to generalize the factors influencing the effectiveness of athletes‟ personal branding and to determine the interrelations between communication tools, media manifestations, and the social capital of gymnasts. The object of the study is the personal branding of athletes in rhythmic gymnastics. The subject of the study comprises the communication strategies and mechanisms of forming gymnasts‟ public image in the digital environment.The aim of the study is to determine the features of athletes‟ personal branding in rhythmic gymnastics, to compare approaches to athlete promotion, and to outline the key factors of successful digital advancement. It is also important to note that in modern conditions of digital communication, personal branding in rhythmic gymnastics serves not only as a tool for the professional promotion of the athlete but also as a powerful social and motivational factor for the younger generation. Positive examples of successful gymnasts who demonstrate athletic achievements, consistency in training, the values of a healthy lifestyle, and social activity form in children the perception of sport as a sphere of self-realization and social recognition. The visualization of progress, the publicity of sports stories, and the transparent path from childhood training to the professional arena make sports goals more attainable and understandable for children, stimulating their interest, perseverance, and internal motivation. Thus, the personal branding of well-known athletes in rhythmic gymnastics not only opens professional opportunities for them but also plays an important social and educational role, contributing to the popularization of sports and the formation of positive motivation for physical activity in primary school-aged children [11].