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.

70 the foundation for an athlete‟s economic sustainability after the end of their career [4]. Under such conditions, personal branding ceases to be an additional activity - it becomes a fundamental component of strategic management of a sports career. The role of digital marketing in shaping athletes‟ personal brands is confirmed by modern research, which demonstrates a direct connection between online presence and commercial success. The analysis of communication strategies in social networks, the enhancement of content authenticity, and active audience engagement indicates a significant strengthening of athletes‟ market positions. M. Parmentier and E. Fischer [9] emphasize that the effective use of digital communication channels, particularly social networks, contributes to the formation of a stable personal brand among professional athletes. The authors draw attention to the importance of authenticity, consistency, and regular interaction with fans as key factors in the process of self-presentation. The study demonstrates that athletes‟ systematic efforts in the digital space lead to an increase in sponsorship contracts and the formation of a positive public image. Digital marketing is defined as a set of tools and strategies that use digital technologies and online platforms for communication with a target audience [10]. Its key instruments include social networks, search engines, email marketing, mobile applications, and web resources. The main advantages are precise targeting, rapid performance analysis, and direct interaction with users in real time. In the context of the modern competitive economy, digital marketing serves as an essential tool for increasing brand visibility, forming a positive image, and strengthening competitive positions. Other researchers analyze the influence of social networks on athletes‟ personal branding and its commercial outcomes. Studies show that athletes‟ activity in the digital environment, particularly on platforms such as Facebook, Instagram, and Twitter, significantly contributes to the formation of their public image and commercial value [3]. The authors emphasize that social networks have an increasing influence on society‟s perception of athletes, as they allow them not only to highlight their